JioStar, the official broadcaster of the ICC Men’s T20 World Cup 2026, has onboarded Hyundai Motor India Limited as the Connected TV co-powered sponsor for the tournament on JioHotstar.
Under the partnership, Hyundai Motor India will play a prominent role in the tournament’s Connected TV coverage, strengthening its presence across premium large-screen digital audiences during one of global cricket’s most-watched events. The association reflects the growing importance of Connected TV as a key destination for live sports consumption in India.
As part of the agreement, Hyundai will feature across JioStar’s Connected TV inventory throughout the competition, with brand integration spanning live match broadcasts and related programming on JioHotstar. The sponsorship is designed to combine the scale and impact of television with the targeting capabilities and measurement advantages of digital platforms.
Commenting on the collaboration, Tarun Garg, MD & CEO, Hyundai Motor India Limited, said, “Cricket is woven into the cultural fabric of India, with marquee ICC events generating billions of minutes of cumulative viewership, making it one of the most powerful platforms for brand engagement in the country. Our partnership with JioStar for Connected TV advertising during the ICC Men’s T20 World Cup 2026 enables us to connect with audiences where premium, live sports consumption is rapidly moving. With over 60 million Indian households accessing content via Connected TV, this medium offers the immersive impact of television combined with the precision of digital.
“This collaboration builds on Hyundai Motor Company’s global association with the International Cricket Council and represents a natural partnership, bringing together HMIL’s scale, innovation and deep consumer connect with JioStar’s unmatched digital reach and leadership in premium sports streaming to deliver high-impact, future-ready brand storytelling.”
Anup Govindan, Head – Sports Sales, JioStar, added, “Premium sports properties like the ICC Men’s T20 World Cup are powerful growth catalysts, and Connected TV is increasingly the screen where these moments are experienced most meaningfully. This partnership with Hyundai Motor India Limited reflects a clear shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes. JioStar’s Connected TV ecosystem delivers unmatched scale across premium households, incremental digital reach, and a high-attention environment that allows brands to drive real business metrics across brand and performance objectives.”
The association further extends Hyundai Motor Company’s global premier partner relationship with the ICC, which covers multiple men’s and women’s tournaments across major ICC events during the 2026–27 cycle.
Hyundai’s marketing around the tournament will be led by its cricket-centric campaign, “Deewane India ka Deewana Humsafar,” fronted by Shah Rukh Khan. The campaign is expected to run across Connected TV, broadcast, digital platforms, dealerships and on-ground fan engagement initiatives, positioning Hyundai alongside the emotional connection Indian audiences have with cricket.
By integrating Connected TV with linear television and digital platforms, JioStar aims to provide advertisers with a unified, high-impact approach to reach premium households, cord-cutters and mass audiences. The collaboration with Hyundai Motor India underscores the broadcaster’s ability to attract global brands seeking deeper engagement within India’s rapidly evolving digital viewing ecosystem.
The ICC Men’s T20 World Cup 2026 is expected to attract a global audience running into billions across television and digital platforms. Hyundai’s Connected TV co-powered sponsorship with JioStar highlights the evolving nature of cricket partnerships, with brands increasingly prioritising digital innovation, audience engagement and measurable outcomes alongside traditional broadcast visibility.
