As the FIFA World Cup 2026 enters its knockout phase, Zee Entertainment Enterprises (Z) has announced a fresh wave of advertisers joining its tournament broadcast, signalling growing brand interest around the sporting event.
The latest brands to partner with the broadcaster include Lenovo, CEAT, Jaguar Land Rover, Adidas, Zydus and JBL. They join an existing roster of advertisers led by Mahindra as the Co-Presenting Sponsor and Diageo as the Co-Powered By Sponsor, alongside Apple and Pernod Ricard, among others.
According to the company, the addition of new advertisers comes as the tournament heads into the Round of 32, with brands looking to leverage both television and digital platforms to engage audiences during the high-intensity knockout stages.
Z said the tournament has already delivered an omni-platform reach of over 300 million unique viewers across its sports channels and Zee5. The broadcaster added that brands are using its integrated ecosystem, including live match broadcasts, studio programming, highlights, analysis and digital activations, to execute campaigns across multiple consumer touchpoints.
The company also claimed that Unite8 Sports 2 has emerged as the leading English sports channel in India during the tournament, supported by live coverage, multilingual studio programming and expert-led analysis.
With the Round of 32 scheduled between June 28 and July 3, followed by the Round of 16 from July 4 to July 7, Z said it continues to witness interest from additional brands evaluating partnerships for the remaining stages of the FIFA World Cup 2026.
The broadcaster expects advertiser participation to strengthen further as the tournament progresses towards its final stages, driven by increasing audience engagement across television and digital platforms.
Speaking about the continued advertiser momentum, Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises, said: “The FIFA World Cup has consistently demonstrated its ability to bring together highly engaged audiences at scale, and the momentum we have witnessed over the past few weeks has further strengthened advertiser confidence. Our focus has been on delivering bespoke, outcome-led solutions that enable brands across categories and investment levels to participate meaningfully in the tournament. The response has been encouraging, with several new brands coming on board and continued interest from advertisers looking to leverage the excitement around the knockout stages. We remain committed to creating impactful opportunities that deliver measurable value for our partners.”
