Sony LIV has secured more than 50 advertisers for India’s 2026 tour of New Zealand, reflecting strong commercial interest in digital cricket coverage as the series moves from the T20I matches into the ODI leg.
The advertiser response follows India’s 3-2 victory in the five-match T20I series, with the return of Rohit Sharma and Virat Kohli for the ODIs adding to the tournament’s appeal. The 50-over matches, which began on November 4, also form part of both teams’ preparations for the 2027 ICC Men’s Cricket World Cup.
The streaming platform is using the series to offer brands sponsorship opportunities beyond conventional advertising, combining live-match visibility with customised studio programming and video-on-demand content.
OPPO India headlines Sony LIV’s sponsorship lineup
OPPO India has joined the tour as Co-Powered Sponsor, with JSW MG Motor India Private Limited, CEAT, UltraTech Cement, Google Gemini, Kotak Neo and ICICI Life Insurance among the Partner Sponsors.
The sponsorship portfolio reflects the appeal of India’s international cricket fixtures to advertisers across multiple sectors, including consumer electronics, automobiles, financial services and construction materials.
Sony Pictures Networks India Head – Digital Ad Sales and YouTube Business Ranjana Mangla said in a statement: “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. 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.”
Brands expand beyond traditional cricket advertising
A central feature of Sony LIV’s commercial strategy is the integration of sponsors into programming that audiences engage with during and after matches.
OPPO India’s partnership focuses on its Find X10 Series, supported by several cricket-themed activations. These include a product unboxing hosted by Sameer Kochhar, an interactive match-day studio feature connecting fans with cricket experts, and branded on-screen graphics celebrating sixes during matches.
An OPPO India Spokesperson said in a statement: “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. Sony LIV’s massive digital reach makes it a meaningful medium for us to engage with audiences at scale. We look forward to the many extraordinary moments on and off the field and bringing OPPO’s imaging innovation closer to cricket enthusiasts.”
Other sponsors have developed their own content properties around key moments and performances throughout the tour.
JSW MG Motor India‘s _Milestone Moments_ combines branded graphics during matches with video highlights available on demand, extending its exposure beyond the live broadcast.
CEAT’s _Gripping Moments of the Match_ revisits notable passages of play, while UltraTech Cement’s _No. 1 Moments of the Match_ focuses on standout performances. Kotak Neo’s _Player in Spotlight_ series highlights cricketers making an impact during the tour.
These activations give sponsors multiple opportunities to reach viewers across Sony LIV’s cricket coverage rather than relying solely on advertising breaks.
ODI series sustains commercial momentum
The transition from T20Is to ODIs provides Sony LIV with another opportunity to attract advertisers, particularly with Sharma and Kohli returning to India’s 50-over setup.
The series also falls during a major festive advertising period, creating an additional incentive for brands seeking visibility among Indian cricket audiences.
With more than 50 advertisers already associated with the tour, Sony LIV is looking to attract additional commercial partners as the ODI series continues, supported by its live coverage, sponsored programming and digital highlights.
