JioStar has named Hyundai Motor India Limited (HMIL) as the Connected TV (CTV) co-powered sponsor for the ICC Men’s T20 World Cup 2026 on JioHotstar, underlining the growing importance of big-screen digital advertising in India’s live sports ecosystem.

The partnership brings together one of the country’s biggest sporting properties and a marquee automotive brand at a time when viewing habits are rapidly shifting toward smart TVs, The Economic Times has reported.

JioStar is the official broadcaster of the ICC Men’s T20 World Cup 2026, which will be co-hosted by India and Sri Lanka from February 7 to March 8. The month-long tournament will feature 20 teams divided into four groups, with matches scheduled across eight venues, including the Narendra Modi Stadium in Ahmedabad, Eden Gardens in Kolkata, and major grounds in Chennai, Mumbai and Colombo. The final is set to be played on March 8, with India entering the tournament as defending champions after lifting the trophy in the 2024 edition.

As part of the deal, Hyundai will gain prominent visibility across JioStar’s Connected TV platform throughout the tournament. The association reflects a broader shift among advertisers toward smart TVs, especially for live sports, which command high-attention, co-viewed experiences in prime time. Connected TV has emerged as one of the fastest-growing segments of India’s digital advertising market, driven by the rapid adoption of smart televisions and more affordable broadband access.