Zee Entertainment Enterprises (ZEE) has secured partnerships with more than 12 brands for its coverage of the FIFA World Cup 2026, signalling growing advertiser confidence in football's expanding appeal and reach in India.
The sponsorship lineup includes Mahindra as the co-presenting sponsor and Diageo as the co-powered by sponsor. Other participating brands include Apple, Pernod Ricard and Mondelez, among others.
According to the company, the strong advertiser response has been driven by customised brand solutions and integrated engagement opportunities across its linear sports channels under the Unite8 Sports brand and its streaming platform, Zee5.
ZEE revealed that discussions are underway with several additional brands across categories such as automotive, FMCG, BFSI, beverages, technology and lifestyle, as it looks to expand its commercial partnerships ahead of the tournament.
To maximise audience engagement, the network has introduced cross-platform advertising packages spanning television, digital, connected TV (CTV), social media and on-ground activations. The offering is designed to help brands connect with consumers throughout the fan journey, from live match broadcasts and studio programming to digital content and experiential marketing initiatives.
Commenting on the development, Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises, said, “We are delighted to garner an extremely encouraging response from brands across categories, which further reflects the immense potential of football and the FIFA World Cup 2026 as a key sport in India. Leveraging the robust capabilities across our linear and digital platforms, we have built an unmatched offering for advertisers that enables them to be a part of the entire fan journey, from discovery to engagement.”
He added, “Our integrated model is aimed at delivering stronger brand recall and measurable outcomes that combine scale with storytelling. We remain confident that FIFA World Cup 2026 on ‘Z’ will set a new benchmark for sports monetization across the country.”
ZEE said it remains committed to expanding football’s footprint in India while enhancing the viewing experience for fans through its broadcast and digital ecosystem.
.jpg)
