Zee secures 12+ brands for FIFA World Cup 2026 ads; Apple, Mahindra and Diageo lead list
Zee Entertainment Enterprises has partnered with over 12 brands from sectors such as automotive, FMCG, BFSI, beverages, technology and lifestyle to cover the 2026 FIFA World Cup, underlining advertisers’ strong interest in the global football tournament ahead of the event.
While Mahindra signed on as the sponsor of the joint presentation, Diageo also joined us as the joint force of the sponsor. According to an official press release, the broadcaster has also received sponsorship commitments from many major brands such as Apple, Pernod Ricard and Mondelez, which are associated with the event on different platforms.
Zee said it has witnessed strong advertiser demand from brands, with interest attributed to customized marketing solutions and integrated engagement opportunities across television and digital platforms. With more than 12 brands already participating and negotiations with additional advertisers continuing, the company said it has gained major commercial momentum ahead of the 2026 FIFA World Cup.
The company plans to leverage sports television network Unite8 Sports and streaming platform Zee 5 to maximize audience reach and engagement during the event. The combined offering is expected to enable advertisers to reach football fans across multiple screens and formats.
Integrated advertising opportunities
The broadcaster said brands can reach audiences through packages that include television, digital platforms, connected TV (CTV), social and field integrations.
“Zee 5 and Unite8 Sports have designed a holistic, cross-platform strategy that enables partners to leverage the entire fan journey through on-air integrations during live matches and studio programmes, digital-first innovations, fan narratives and storytelling driven by on-field activations in key markets,” the company said in the statement.
“This strategy allows advertisers to unlock unprecedented scale while maintaining the flexibility to create custom campaigns tailored to specific business goals, audience segments, and category needs.”
Speaking about the associations, Sandeep Mehrotra, chief operating officer, ad revenue, Zee Entertainment Enterprises, said: “We are delighted to receive an extremely encouraging response from brands across the categories, which further reflects the immense potential of football and the FIFA World Cup 2026 as a major sport in India.
“By leveraging the powerful capabilities of our linear and digital platforms, we have created a unique offering that allows advertisers to be a part of the entire fan journey, from discovery to engagement. Our integrated model aims to deliver stronger brand recall and measurable results that combine storytelling with scale. We are confident that the 2026 FIFA World Cup at ‘Z’ will set a new standard for sports monetization across the country.”
