The FIFA World Cup 2026 kicks off later tonight and advertiser interest is growing in the mega tournament.
Zee, which has bagged the rights to telecast the 2026 football world cup in the Indian subcontinent, has geared up for the event with an impressive line-up of programming along with live telecast of matches.
The matches will be available on the Zee5 OTT platform as well as on the four newly-launched Unite8 Sports channels available on linear TV.
As per latest reports, a total of 12 brands have signed deals with Zee to occupy sponsor slots and advertising real estate.
The advertisers’ interest is growing in the tournament, with Mahindra signing up as co-presenting sponsor and Diageo as co-powered by sponsor.
Apple, Pernod Ricard and Mondelez are among the other brands whose products will be visible in advertising slots during the mega tournament.
Zee has reported strong demand for advertising slots despite the fact that most of the matches will be telecast during odd hours as per Indian Standard Time.
Zee is working to firm up other partnerships for the World Cup and is reported to be in discussion with several other brands across sectors.
To attract advertisers’ interest, Zee las launched cross-platform advertising packages that would see brands get space on television, digital, connected TV, social media and on-ground promotions.
Sandeep Mehrotra, chief operating officer – advertisement revenue, Zee Entertainment Enterprises, said on the brand activations for the event, “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.”
The 2026 FIFA World Cup live telecast begins tonight with the opening match between co-hosts Mexico and South Africa at the historic Estadio Azteca in Mexico City.
The US is also co-hosting the 23rd edition of the tournament, which runs from June 11 until July 19, 2026. An unprecedented 48 teams will be competing across 104 matches.