JioStar, India’s largest media and entertainment company, has announced Thums Up and ChatGPT as co-presenting partners for its broadcast and digital coverage of the ICC Men’s T20 World Cup 2026, as the tournament gains momentum across venues in India and Sri Lanka.
The partnership sees both brands integrated across JioStar’s television and digital ecosystem, including live match broadcasts, studio programming, and digital extensions on connected TV and mobile platforms. The announcement comes during an action-packed opening phase of the tournament, with the group stage already producing high-scoring contests, close finishes, and strong early engagement.
The tournament got underway on February 7, with Pakistan opening their campaign with a three-wicket win over the Netherlands in Colombo. The same day saw West Indies register a 35-run victory over Scotland at Eden Gardens, while hosts India defeated the United States by 29 runs at the Wankhede Stadium. February 8 delivered further drama, with New Zealand chasing down Afghanistan’s total in Chennai, England edging Nepal in a four-run thriller in Mumbai, and Sri Lanka overcoming Ireland in Colombo. Scotland’s dominant 73-run win over Italy and comprehensive victories for Zimbabwe and South Africa followed on February 9, before the Netherlands secured a seven-wicket win against Namibia in Delhi on February 10.
Thums Up’s association reinforces its long-standing connection with Indian cricket and marquee sporting moments. As co-presenting partner, the Coca-Cola-owned brand will receive prominent on-air visibility and contextual integrations aligned with its core positioning around intensity and energy, tapping into cricket’s vast and diverse audience as the tournament unfolds.
The inclusion of ChatGPT as a co-presenting partner signals a more technology-led approach to cricket broadcasting. The AI platform is expected to support fan-facing experiences focused on real-time insights, contextual explanations, and enhanced storytelling, particularly across JioStar’s digital products. The integration is aimed at making live coverage more interactive and accessible for younger and digitally native viewers.
Attention now turns to a busy upcoming schedule, with key group matches lined up over the next two days. South Africa face Afghanistan in Ahmedabad on February 11, while Australia take on Ireland in Colombo, and England meet West Indies in a marquee clash at the Wankhede Stadium. On February 12, Sri Lanka play Oman in Pallekele, Nepal face Italy in Mumbai, and India return to action against Namibia in Delhi.
With high-profile fixtures already delivering competitive cricket and major teams yet to settle into the tournament, JioStar’s ICC Men’s T20 World Cup 2026 coverage is shaping up as both a mass-reach and next-generation broadcast proposition. By pairing a legacy consumer brand with a technology-driven platform, the broadcaster is underlining its intent to combine scale, storytelling, and innovation as the tournament progresses and audience interest intensifies.
