Mumbai: Reinforcing its leadership in premium digital sports experiences, JioStar, the official broadcaster of the ICC Men’s T20 World Cup 2026, has announced Hyundai Motor India Limited (HMIL) as the Connected TV (CTV) Co-Powered Sponsor for the tournament on JioHotstar. The association highlights JioStar’s growing strength as a high-impact, outcomes-driven platform enabling brands to engage audiences at scale through innovation, data, and immersive large-screen experiences.
The partnership further builds on Hyundai Motor Company’s (HMC) global association with the International Cricket Council (ICC), under which the brand serves as a Premier Partner across both men’s and women’s ICC tournaments between 2026 and 2027. Hyundai Motor India Limited’s collaboration with JioStar extends this global partnership into India’s premium digital ecosystem, creating a seamless continuum from in-stadium moments to immersive living-room viewing experiences.
As Connected TV continues to emerge as one of the most influential mediums for live sports consumption in India, the association underscores the growing importance of CTV as a convergence point of television’s scale and digital’s precision. Live sporting events on CTV drive shared, high-attention viewing in premium households, offering brands the opportunity to move beyond visibility towards deeper engagement, stronger recall, and measurable business outcomes.
Commenting on the partnership, Anup Govindan, Head – Sports Sales, JioStar, said, “Premium sports properties like the ICC Men’s T20 World Cup are powerful growth catalysts, and Connected TV is increasingly the screen where these moments are experienced most meaningfully. This partnership with Hyundai Motor India Limited reflects a clear shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes. JioStar’s Connected TV ecosystem delivers unmatched scale across premium households, incremental digital reach, and a high-attention environment that allows brands to drive real business metrics across brand and performance objectives.”
Speaking on the collaboration, Tarun Garg, MD & CEO, Hyundai Motor India Limited, said, “Cricket is woven into the cultural fabric of India, with marquee ICC events generating billions of minutes of cumulative viewership, making it one of the most powerful platforms for brand engagement in the country. Our partnership with JioStar for Connected TV advertising during the ICC Men’s T20 World Cup 2026 enables us to connect with audiences where premium, live sports consumption is rapidly moving. With over 60 million Indian households accessing content via Connected TV, this medium offers the immersive impact of television combined with the precision of digital. This collaboration builds on Hyundai Motor Company’s global association with the International Cricket Council and represents a natural partnership, bringing together HMIL’s scale, innovation and deep consumer connect with JioStar’s unmatched digital reach and leadership in premium sports streaming to deliver high-impact, future-ready brand storytelling.”
JioStar’s Connected TV ecosystem offers advertisers incremental reach across digital-first and large-screen audiences, enabling access to net-new viewers while enhancing frequency without duplication. By integrating CTV seamlessly with linear television and digital platforms, JioStar allows brands to reach premium households, cord-cutters, and mass audiences through a unified, high-impact media strategy.
Together, JioStar and Hyundai Motor India Limited are setting a new benchmark for strategic brand collaborations in the sports ecosystem, leveraging Connected TV to deliver immersive storytelling, measurable impact, and future-ready engagement at scale during one of the world’s most anticipated cricketing events.
