The company confirmed commitment of over 95 per cent of premium advertising inventory for FIFA World Cup 2026
By Vallari Sanzgiri
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More than 22 brands across categories have partnered with Zee so far for the coveted sports property | Photo Credit: REUTERS
Strong demand from advertisers for the FIFA World Cup 2026 has led to the premium on 10-second advertising rates reaching ₹20-25 lakh (combining both linear and digital) during the knockout stage, as per Zee Entertainment Enterprises. Digital advertising rates are understood to be higher than linear TV, as per sources aware of the development.
The company confirmed commitment of over 95 per cent of premium advertising inventory for FIFA World Cup 2026 across its digital platform Zee 5 and linear sports channels as the tournament enters the quarter finals stage.
Commenting on the demand, Sandeep Mehrotra, Chief Operating Officer, Advertisement Revenue, Zee Entertainment, said, “The response from advertisers has exceeded our expectations. The strong advertiser confidence we are witnessing reaffirms our broader vision of building a differentiated and sustainable sports ecosystem.”
Advertising Rush
More than 22 brands across categories including Automotive, Technology, Beverages, FMCG, Healthcare, Sportswear & Lifestyle, Fashion, E-commerce, Financial Services, Travel & Hospitality, Real Estate, Paints, Oil & Energy and Education have partnered with Zee so far for the coveted sports property.
Apart from advertiser participation, Zee flagged considerable fan engagement across television, digital and social platforms. Following the FIFA deal, Zee also expanded its sports portfolio through the Bundesliga and international cricket properties.
When asked about projected estimates, Ajimon Francis, Director, Brand Finance India, said this is the right time for ads to flow in larger numbers, foreseeing the rates to crescendo over the next week or so. He argued that the momentum of advertisers was expected to really build up toward the elimination rounds (Round of 32 and Round of 16).
Increased Interest
“For advertisers, getting some analytics is important. The growing audience of FIFA including the highlights seen during day time would give good opportunity for advertiser teams to analyse their Return on Investment,” said Francis.
Further, as FIFA developments build up, including big upsets in recent matches, interest in the tournament has increased, driving up numbers, as per Brand Finance India. While Zee was considered at a backfoot with this deal, owing to paywalls, awkward timings and longer run-time for the World Cup with more teams, the company’s broadcasting quality has improved from earlier matches.
Published on July 9, 2026
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Source: BusinessLine
