Zee Entertainment Enterprises Ltd has announced six new brand partnerships for its coverage of the FIFA World Cup 2026 as the tournament enters the knockout stage. The new advertisers include Lenovo, CEAT, Jaguar Land Rover, Adidas, Zydus, and JBL.

These brands join existing partners such as Mahindra, Diageo, Apple, and Pernod Ricard, further strengthening Zee’s advertiser portfolio during one of the world’s biggest sporting events.

According to a Zee Entertainment press release, the growing interest from advertisers reflects the strong audience engagement generated by the tournament across its television and digital platforms. Through Unite8 Sports channels and ZEE5, viewers are watching live matches, highlights, studio shows, and match analysis, helping brands connect with audiences across multiple platforms.

Zee said its FIFA World Cup 2026 coverage has already reached more than 300 million unique viewers across television and digital platforms. The company also stated that Unite8 Sports 2 has emerged as the leading English sports channel in India during the tournament.

Commenting on the development, Sandeep Mehrotra, chief operating officer advertisement revenue at Zee Entertainment Enterprises Ltd., said the FIFA World Cup continues to attract highly engaged audiences and has encouraged more brands to partner with the company. He added that Zee remains focused on offering customized advertising solutions that help brands achieve meaningful consumer engagement.

With the tournament moving into the round of 32 and later knockout stages, Zee expects more brands to join its FIFA World Cup 2026 coverage in the coming weeks.