Sony LIV has attracted more than 50 advertisers for the ongoing India Tour of New Zealand 2026, reflecting strong brand interest in the all-format cricket series. Following the response to the T20I leg, the platform expects further advertiser partnerships during the ODI series, which began on November 4 and coincides with the festive season.

The continued advertiser demand comes as the tour enters its 50-over leg, with the return of Rohit Sharma and Virat Kohli adding to the excitement among cricket fans. With the road to the 2027 ODI World Cup gathering pace, the series is expected to draw significant audience attention, offering brands an opportunity to connect with engaged cricket viewers.

On Sony LIV, the India Tour of New Zealand is presented by a roster of leading brands, with OPPO India as the Co-Powered By Sponsor. JSW MG Motor India Private Limited, CEAT, UltraTech Cement, Google Gemini, Kotak Neo and ICICI Life Insurance have joined the series as Partner Sponsors.

Beyond conventional advertising spots, Sony LIV is bringing brands closer to viewers through customised studio segments, in-match features and video-on-demand (VOD) content, integrating brand associations into the cricket viewing experience.

OPPO, with its Find X10 Series, has partnered across several elements of Sony LIV’s coverage. A cricket-themed unboxing hosted by Sameer Kochhar brought the smartphone launch into a setting familiar to cricket fans. The ‘OPPO Ask the Expert’ segment gives viewers an opportunity to have their questions answered by cricket experts, while ‘Sixes That Belonged to OPPO’ celebrates sixes through branded L-band integrations during select periods of play.

JSW MG Motor India’s ‘Milestone Moments’ combines in-match L-band branding with customised VOD content celebrating defining moments from each game. CEAT’s ‘Gripping Moments of the Match’ revisits some of the most compelling passages of play, while UltraTech Cement’s ‘No. 1 Moments of the Match’ highlights standout performances across the series. Kotak Neo’s ‘Player in Spotlight’ VOD series offers viewers a closer look at players making an impact during the tour.

Commenting on the advertiser response, Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said, “The India Tour of New Zealand has delivered exceptional momentum for our digital business, with a strong response for the T20Is seamlessly carrying into the ODI leg during the biggest festive period of the year. Having already partnered with over 50 advertisers, we’re witnessing sustained demand from brands looking to connect with highly engaged cricket audiences on Sony LIV.”

Mangla further added, “Beyond premium reach, our focus has been on creating innovative, cricket-first brand integrations that naturally become part of the fan experience—from immersive studio segments and custom VOD properties to impactful in-match moments and we look forward to welcoming many more partners as the tournament progresses.”

An OPPO India spokesperson said, “Cricket in India is more than a sport; it is a shared passion that brings millions together across generations and geographies. Our association with Sony LIV as the Co-powered Sponsor for India’s tour of New Zealand, with our latest flagship, the Find X10 Series at its heart, lets us be part of that collective experience as fans come together to celebrate every match, moment, and milestone.”

The spokesperson added that Sony LIV’s digital reach provides a meaningful platform to engage audiences at scale, while the partnership brings OPPO’s imaging innovation closer to cricket enthusiasts.

With the ODI leg underway, Sony LIV is looking to build on the advertiser momentum generated during the T20I matches, combining live cricket with customised brand integrations to strengthen audience engagement throughout the tour.

The India Tour of New Zealand is available live on Sony Sports Network and Sony LIV.