Zee locks 12+ brand deals for FIFA World Cup 2026; Mahindra, Diageo, Apple anchor lineup
Zee Entertainment has secured over a dozen advertiser tie-ups for its FIFA World Cup 2026 coverage. Mahindra joins as co-presenting sponsor and Diageo as co-powered-by, with Apple, Pernod Ricard and Mondelez buying inventory across linear TV, Zee5 and CTV — signaling premium brand appetite for the 48-team tournament.
What happened
Zee Entertainment (ZEE5) · Zee Entertainment has secured over 12 advertiser partnerships for FIFA World Cup 2026 coverage, with Mahindra as co-presenting
Key facts
- 12 brand partnerships
- 48 teams
Why this matters
The 48-team World Cup is pulling cross-category premium spend (auto, spirits, tech, snacks) onto a single linear+CTV bundle — a template for bundled rights deals and a cue to evaluate sports-IP partnerships or co-sponsorship plays before 2026 inventory tightens.