Zee finds new partners for FIFA World Cup 2026 as tournament enters knockout stage

Zee Entertainment Enterprises, who are the current holders of the broadcast rights of the FIFA World Cup in India until 2030, has announced partnerships with several brands for their ongoing FIFA World Cup 2026 coverage. The partnerships come as the World Cup moves from the Group Stages to the Knockout stages. Amongst the new names who have partnered with Ze are Lenovo, Ceat, Jaguar Land Rover, Adidas, Zydus and JBL. 

As the broadcast partner of the FIFA World Cup in India, Zee provides live action on their streaming platform Zee 5 and also across their Unite8 Sports channels showcasing live games, studio programmes, highlights, analysis and other digital activations. 

Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises Ltd., commented,

“The FIFA World Cup has consistently demonstrated its ability to bring together highly engaged audiences at scale, and the momentum we have witnessed over the past few weeks has further strengthened advertiser confidence. Our focus has been on delivering bespoke, outcome-led solutions that enable brands across categories and investment levels to participate meaningfully in the tournament. The response has been encouraging, with several new brands coming on board and continued interest from advertisers looking to leverage the excitement around the knockout stages. We remain committed to creating impactful opportunities that deliver measurable value for our partners.”