Zee announces new partners for FIFA World Cup 2026 knockout stage

Zee Entertainment Enterprises, current holder of the broadcast rights of the FIFA World Cup in India until 2030, has announced partnerships with several brands for its ongoing coverage of the 2026 FIFA World Cup.

The partnerships arrive ahead of the knockout stages, starting with the Round of 32. Among the new names roped in by Zee are Lenovo, CEAT, Jaguar Land Rover, Adidas India, Zydus, and JBL.

As the broadcast partner of the FIFA World Cup in India, Zee provides coverage on its streaming platform ZEE5 as well as across its TV channels Unite8 Sports, which include live streaming/telecast of games along with studio programming, highlights, analysis, and 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.”