Z has onboarded more than 12 brands across categories including Auto, FMCG, BFSI, Beverages, Technology and Lifestyle for the FIFA World Cup 2026. The advertiser roster has included Mahindra as the Co-Presenting Sponsor and Diageo as the Co-Powered By Sponsor, alongside brands such as Apple, Pernod Ricard and Mondelez.
The company has secured partnerships across its linear sports channels under Unite8 Sports and digital platform Zee5. The advertiser lineup has spanned multiple engagement formats across television, digital, connected TV, social media and on-ground activations.
Z has stated that it has developed integrated advertising solutions designed to provide brands with visibility throughout the tournament. The company has offered opportunities including on-air integrations during live matches and studio programming, digital activations, fan-focused storytelling initiatives and market-level activations.
The company has said that the strategy has been aimed at delivering audience reach and engagement across platforms while allowing brands to create campaigns aligned with their business objectives and target audiences.
Z has also confirmed that it has remained in discussions with additional brands across categories including Auto, FMCG, BFSI, Beverages, Technology and Lifestyle ahead of the tournament.
Commenting on the partnerships, Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises Ltd., 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. 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.”
