JioStar gets a Hyundai-sponsored ride for ICC Men's T20 World Cup

JioStar on Tuesday 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, strengthening the role of big-screen digital advertising in India’s live sports ecosystem.

JioStar is the official broadcaster of the tournament, which will be co-hosted by India and Sri Lanka from February 7 to March 8. The month-long event features 20 teams divided into four groups, with matches across eight venues including Narendra Modi Stadium in Ahmedabad, Eden Gardens in Kolkata and major grounds in Chennai, Mumbai and Colombo. The final is scheduled for March 8, with India entering as defending champions after winning the 2024 edition.

Also Read: ICC Men’s T20 World Cup 2026 Schedule


The deal gives Hyundai visibility across JioStar’s Connected TV platform for the month-long event, as advertisers increasingly prioritise smart TVs for high-attention sports viewership.

Connected TV has emerged as one of the fastest-growing segments in India’s digital advertising market, driven by the rapid adoption of smart TVs and cheaper broadband. Industry estimates suggest over 60 million Indian households now consume content through Connected TV, with live sports accounting for a large share of co-viewed, prime-time screen time.

For Hyundai Motor India, the partnership aligns with its parent company’s long-standing global association with the International Cricket Council. Hyundai Motor Company is an ICC Premier Partner across multiple men’s and women’s tournaments between 2026 and 2027, and the JioStar tie-up localises that relationship for the Indian digital market.

Also Read: How a Bangladesh exit brought a European twist to the T20 World Cup 2026

The move also reflects how broadcasters and streaming platforms are repositioning sports as a performance-led advertising environment, rather than just a branding medium. Connected TV allows advertisers to combine television’s scale with digital’s targeting, measurement and frequency control.

“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,” said Anup Govindan, Head – Sports Sales, JioStar. “This partnership with Hyundai Motor India Limited reflects a clear shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes.”

Hyundai Motor India said the association would help the brand stay relevant as viewing habits shift toward large-screen streaming. “Cricket is woven into the cultural fabric of India, with marquee ICC events generating billions of minutes of cumulative viewership,” said Tarun Garg, MD & CEO, Hyundai Motor India Limited. “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.”