Zee locks Apple, Mahindra, Diageo as anchor advertisers for FIFA World Cup 2026 India broadcast
Zee Entertainment has onboarded 12+ advertisers — including Apple, Mahindra (Co-Presenting), Diageo (Co-Powered By), Pernod Ricard, Mondelez and Budweiser — for the FIFA World Cup 2026, monetising its sub-$60 million eight-year FIFA rights deal as brands diversify beyond cricket's 19% sports ad share.
What happened
Zee Entertainment (ZEE5) · Zee has onboarded 12+ advertisers including Apple, Mahindra (Co-Presenting Sponsor), Diageo (Co-Powered By), Pernod Ricard and
Key facts
- 12 brands
- $60 million
- 8-year contract
- 19% (cricket sports ad share CY25)
Why this matters
Zee's ability to pull non-endemic sponsors like Apple and Diageo into football signals a widening Indian sports-rights market beyond cricket, opening M&A and partnership angles around football IP, regional leagues, and adjacent fan-engagement assets.