The global home appliances and consumer electronics brand, Haier, has expanded its footprint in cricket broadcasting after being named the title partner of Match Centre Live on JioHotstar for the ICC Men’s T20 World Cup 2026.
The partnership sees Haier integrated across Match Centre Live, JioHotstar’s flagship digital companion show that delivers live match analysis, expert insights, real-time data, and interactive fan engagement throughout the tournament. The association places Haier at the centre of live cricket discourse during one of the sport’s most commercially significant global events.
Match Centre Live has established itself as a key second-screen destination for cricket audiences, combining broadcast-grade analysis with digital-first storytelling and audience interaction. As title partner, Haier will receive prominent brand integration across the show environment and multiple digital touchpoints on the platform, ensuring sustained visibility during high-attention moments of live play.
The ICC Men’s T20 World Cup 2026 is expected to attract substantial viewership across India and international markets, driven by the format’s shorter duration and strong appeal among younger, digitally native audiences. Haier’s association reflects a broader shift among consumer brands towards integrated digital broadcast formats that enable deeper fan engagement, moving beyond conventional sponsorship models.
The partnership further strengthens Haier India’s Sport-o-Tainment marketing strategy, aimed at engaging young, premium, tech-savvy, and modern Indian consumers through marquee global sporting properties. Match Centre Live offers one of the most expansive cricket coverages in the country, broadcasting in multiple languages including English, Hindi, Tamil, Telugu, Kannada, Bangla, Bhojpuri, Marathi, and Haryanvi, ensuring a wide and inclusive reach across diverse audience segments. Haier’s association positions the brand at the heart of this immersive and multi-lingual viewing experience.
Commenting on the association, Mr NS Satish, President, Haier Appliances India, said, “Cricket in India is a national emotion that connects people across generations, geographies and cultures. Our association as the Title Partner of Match Centre Live on JioHotstar for the ICC Men’s T20 World Cup allows Haier India to engage with fans at scale. This partnership reflects our focus on building meaningful connections with young and premium consumers by seamlessly integrating our brand into a high-impact, insight-led cricket experience.”
The collaboration also underlines JioHotstar’s strategy of expanding branded live-content offerings around major sporting events, providing advertisers with deeper engagement opportunities beyond standard advertising placements.
Haier has continued to increase its focus on sports-linked marketing as part of its broader brand-building efforts in India, prioritising platforms that combine scale, technology, and real-time consumer engagement. The Match Centre Live partnership aligns with the company’s ambition to connect with audiences through immersive and data-driven sports content.
The ICC Men’s T20 World Cup 2026 begins today with the Netherlands facing Pakistan in the opening match, followed by West Indies taking on Scotland later in the day, and India playing the USA in the evening fixture. All matches will be streamed live on JioHotstar, with Match Centre Live serving as the central digital companion show throughout the tournament.
