As the FIFA World Cup 2026 moves into its knockout stages, Zee Entertainment Enterprises has strengthened its advertiser portfolio by onboarding six new brands-Lenovo, Ceat, Jaguar Land Rover (JLR), Adidas, Zydus and JBL. The additions come as the tournament enters the Round of 32, reflecting growing confidence among marketers in the event’s ability to deliver large-scale audience engagement.
These brands join an existing roster of sponsors that includes Mahindra, Diageo, Apple and Pernod Ricard, all leveraging the tournament’s reach across Zee’s television and digital ecosystem.
Advertisers are utilising Unite8 Sports channels and ZEE5 to connect with fans through multiple touchpoints, including live match broadcasts, studio discussions, highlights packages, expert analysis and interactive digital activations. According to Zee, the FIFA World Cup has already crossed an omni-platform reach of over 300 million unique viewers during the tournament.
The broadcaster also noted that Unite8 Sports 2 has emerged as India’s leading English-language sports channel during the World Cup period. With audience interest expected to rise further during the Round of 16 and subsequent knockout matches, Zee revealed that several additional brands are currently evaluating partnership opportunities.
Commenting on the momentum, Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue at Zee Entertainment Enterprises, said the tournament continues to attract highly engaged audiences at scale. He added that Zee remains focused on delivering customised, outcome-driven solutions that allow brands across categories and budget levels to participate meaningfully while generating measurable business impact.
