JioStar has secured a series of major commercial partnerships ahead of the ICC Women’s T20 World Cup 2026, reinforcing the growing advertiser appetite around women’s cricket and its emergence as a premium multi-platform sports property. The broadcaster has finalised agreements with brands including Google, Havells, Union Bank of India and BHIM as it accelerates monetisation efforts around the global tournament.
Google and Havells among major tournament partners
The sponsorship portfolio spans connected television, linear broadcast, handheld inventory and digital integrations as brands increase spending across both streaming and traditional sports platforms. Google has entered the tournament through two separate partnerships, with Gemini positioned as a co-presenting sponsor across connected TV, handheld and linear television inventory.
Google Pay will also feature as an associate sponsor across mobile and television platforms as the company expands its visibility within live sports programming. Havells has separately secured co-presenting sponsorship inventory across connected TV and linear television coverage.
Union Bank of India has opted for augmented reality branding integrations across platforms, while BHIM has signed a free commercial time agreement on linear television inventory.
Women’s cricket continues attracting advertiser momentum
The latest sponsorship activity reflects a broader shift in how advertisers and broadcasters are positioning women’s cricket within the sports media market. Recent ICC women’s events have generated record audience figures across television and digital platforms, driving increased confidence among brands seeking large-scale national reach through live cricket properties.
The ICC Women’s Cricket World Cup generated a cumulative reach of 446 million viewers, surpassing the combined audience of the previous three editions. The India-Pakistan fixture during the tournament also became the most-watched women’s international cricket match in digital history after recording a reach of 28.4 million viewers alongside 1.87 billion minutes consumed.
On linear television, the same match delivered the highest ratings ever recorded for a league-stage fixture in the tournament’s history, further strengthening the commercial case for women’s cricket inventory across broadcasters and streaming platforms.
Broadcasters expand commercial strategy around women’s sport
The scale of the sponsorship agreements highlights how women’s cricket is increasingly being packaged as a mainstream advertising property rather than a niche extension of the men’s game. Multi-format brand integrations across television, streaming and mobile platforms are becoming central to broadcaster revenue strategies as audience engagement continues rising across ICC women’s events.
The latest partnerships also underline the growing importance of integrated sponsorship models that combine traditional commercial spots with platform-specific activations, branded content and augmented-reality advertising opportunities.
