The International Cricket Council (ICC) has announced a multi-year global partnership with Hyundai Motor Company, adding one of the world’s largest automotive manufacturers to its top-tier commercial portfolio.
Under the agreement, Hyundai becomes an ICC global partner, securing category exclusivity across the ICC’s global events calendar. The partnership spans the governing body’s flagship men’s and women’s tournaments, including ICC World Cups, ICC T20 World Cups, and the ICC Champions Trophy, delivering year-round visibility across cricket’s most valuable international properties.
Hyundai will benefit from extensive brand integration across ICC events, covering global broadcast exposure, digital platforms, and in-stadium branding. The agreement also includes fan engagement initiatives and experiential activations linked to major tournaments, designed to connect the brand with cricket’s worldwide audience across multiple markets.
The partnership was officially unveiled at the Narendra Modi Stadium, with ICC chairman Jay Shah, ICC Chief Executive Officer Sanjog Gupta, and Hyundai Motor India’s Managing Director and CEO-designate, Tarun Garg, in attendance.
Commenting on the announcement, ICC Chairman Jay Shah said, ”We welcome Hyundai as a Premier Partner and look forward to delivering outstanding events together. Hyundai is a global brand that has long supported sports, and we look forward to maximising our combined strengths at these events.”
ICC CEO, Mr Sanjog Gupta, added, “We are proud to welcome Hyundai to the ICC’s global commercial program as a worldwide partner. The collaboration between ICC and Hyundai will strive to grow global cricketing culture with shared values of inclusivity, innovation and progress at the heart of our ambition.”
José Muñoz, President and CEO of Hyundai Motor Company, continued, “Cricket and Hyundai share a relentless drive to improve and the resilience to rise to every challenge. We are honoured to partner with the ICC and connect with over two billion passionate fans worldwide.”
Tarun Garg, Managing Director and CEO Designate, Hyundai Motor India Limited, shared, “This partnership reflects Hyundai’s strong commitment to India and growing importance of the Indian market in Hyundai’s global operations.”
From a strategic perspective, the deal reinforces the ICC’s focus on long-term, globally scalable partnerships with multinational brands capable of leveraging cricket’s vast reach. ICC events generate billions of cumulative viewing hours, making cricket one of the most powerful platforms for sustained brand storytelling, particularly across India, Australia, England, Asia, and the Middle East.
For Hyundai, the agreement aligns with its strategy of associating with premium international sports properties that deliver consistent global exposure and deep emotional engagement. Cricket’s multi-format, year-round calendar provides repeated brand touchpoints across regions and demographics, rather than reliance on a single event-led cycle.
The announcement follows a series of recent commercial additions by the ICC, including a global tier-two agreement with AB InBev, as well as partnerships with Sobha Realty, Unilever, and Google in 2025. For Hyundai, the deal comes shortly after its recently announced partnership with World Archery through the 2028 Olympic cycle.
Hyundai becomes one of only four premier partners within the ICC’s top-tier commercial programme, completing the category ahead of the ICC Men’s T20 World Cup 2026, scheduled to be hosted by India and Sri Lanka from 7 February.
The partnership further underscores cricket’s position as a global media and engagement platform, with the ICC and Hyundai set to jointly leverage the sport’s expanding international calendar and its deeply rooted fan loyalty across established and emerging markets.
