JioStar has finalised five brand partnerships for the ICC Women’s T20 World Cup 2026 across its television, digital and streaming platforms, reflecting growing advertiser interest in women’s cricket ahead of the global tournament.
The partnerships include Google, Havells, Union Bank and NPCI’s BHIM, with brand integrations spread across connected TV (CTV), linear television (LTV), handheld/mobile and digital properties.
Google has signed two separate integrations for the tournament. Its AI product Gemini will serve as a co-presenting sponsor across handheld, CTV and LTV platforms. Google Pay has been signed as an associate sponsor for handheld and linear television inventory.
Consumer electricals company Havells will be a co-presenting sponsor on LTV and CTV platforms.
Union Bank has also secured a deal for an augmented reality (AR) brand integration across all platforms, though it is not classified as a formal category sponsor.
NPCI’s digital payments platform BHIM has signed a free commercial time (FCT) deal on linear television.
The sponsorship deals come as broadcasters and digital platforms step up monetisation efforts around women’s cricket, which has seen rising viewership in recent ICC tournaments.
The ICC Women’s Cricket World Cup had in 2025 recorded a reach of 446 million viewers, the highest ever for women’s cricket, surpassing the combined reach of the previous three editions. The India vs Pakistan match during the tournament became the most-watched women’s international cricket match in digital history, reaching 28.4 million viewers and generating 1.87 billion viewing minutes. On linear TV, it was also the highest-rated league-stage match in the tournament’s history.
With the 2026 edition approaching, broadcasters expect continued growth in audience engagement across platforms, supported by expanded sponsorship activity and multi-format advertising integrations.
