NIVEA MEN and Real Madrid Extend Global Partnership

Budweiser 0.0 has rolled out a series of fan engagement initiatives in India to commemorate 40 years of its association with FIFA and coincide with the ongoing FIFA World Cup.

The campaign began on June 11 with the launch of an interactive mural featuring Lionel Messi in Mumbai. Designed to encourage fan participation, the installation responds to cheers and voice interactions, allowing visitors to engage directly with the artwork.

The unveiling event was attended by former Indian football captain Bhaichung Bhutia along with actors Ahan Shetty and Ibrahim Ali Khan. Visitors also experienced a FIFA x Budweiser 0.0 showcase featuring memorabilia and highlights from the brand’s four-decade partnership with FIFA.

Vineet Sharma, Vice President – Marketing, AB InBev India said, “For us, the FIFA World Cup is far more than a marketing moment - it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural - creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup.”

As part of its FIFA World Cup activities, the company said it will also host match screenings across several markets in India during the tournament period.

The campaign is part of Budweiser 0.0’s long-standing relationship with FIFA and its broader efforts to connect with football fans through on-ground experiences and event-led engagement during the World Cup.

McDonald's India – North & East has launched a FIFA-themed meal range as part of its association with the FIFA World Cup 2026, where McDonald’s serves as the Official Restaurant Partner.

The limited-period offering includes a range of FIFA Meals that come with a collectible limited-edition mini football. The initiative is designed to engage football fans during the tournament and offer a themed dining experience linked to the global sporting event.

As part of the campaign, McDonald’s has introduced two new burger variants, the McVeggie Dragon and McChicken Dragon, featuring a Chinese-style spicy sauce. The meals are paired with Honey Chilli Fries and a beverage. Customers purchasing the FIFA Meals will also receive a limited-edition mini football while stocks last.

The FIFA Meal range includes the McVeggie Dragon FIFA Value Meal with a limited-edition mini football priced at Rs 209, the McChicken Dragon FIFA Value Meal with a limited-edition mini football priced at Rs 239, and the McVeggie Dragon FIFA Extra Value Meal with a limited-edition football priced at Rs 259.

The campaign will roll out from 19 June 2026 across McDonald’s restaurants in North and East India. Through the launch, the company aims to connect football fans with the tournament experience through themed menu offerings and collectible merchandise.

ZEE5 and Unite8 Sports have unveiled ‘Poora India Watchega’, a nationwide campaign ahead of the FIFA World Cup 2026.

Conceptualised by Talented and mktgstack, the campaign focuses on football audiences across the spectrum, including dedicated fans, occasional viewers, and those following the tournament for the first time. The initiative is anchored by a brand film directed by Atul Kattukara and produced by First December Films.

The campaign will be amplified through brand partnerships, creator-led content, and a digital outreach programme spanning more than 200 websites. It will also be promoted across connected TV platforms, food delivery applications, sports-focused apps, and online sports communities to broaden its reach.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises said, “At ZEE5 and Unite8 Sports, we want the audience to watch FIFA World Cup together. FIFA World Cup is an experience that goes beyond the core football fandom, and ‘Poora India Watchega’ brings that spirit alive. Every four years, football goes beyond its core fans and becomes something everyone wants to be part of. It’s about watching with friends, picking favourite teams overnight, celebrating every goal, and getting swept up in the emotion. Through this campaign, we’ve aimed to make the World Cup feel welcoming, exciting, whether you’ve followed football for years or are tuning in for the first time.”

Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, Zee Entertainment Enterprises added. “The FIFA World Cup 2026™ marks a defining moment for global football with legends nearing the end of an era, new stars rising, and an expanded 48-team format making it more inclusive than ever. It’s this scale and cultural impact that makes the tournament bigger than just the sport. ‘Poora India Watchega’ is built for every kind of fan lifelong followers, once-in-four-years viewers, and those discovering the game for the first time bringing an immersive, an experience that connects with audiences across India and helps grow a lasting football culture.”

Karishma Changroth and Sanket Audhi, Founding Members at Talented stated, “It takes a whole squad playing at the top of their form to bring a campaign of this scale to life. ‘Poora India Watchega’ is powered by high trust, agility and shared ambition across ZEE5, Unite8 Sports, Talented, mktgstack and our production partners at First December Films to create a World Cup experience that feels as big and energetic as the fans it is made for.”

The FIFA World Cup 2026 will be available across ZEE5 and Unite8 Sports channels in Hindi, English, Bangla, and Malayalam, offering multilingual coverage for audiences across India.

YouTube has entered into a partnership with the International Cricket Council (ICC) to enhance coverage of the ongoing ICC Women’s T20 World Cup 2026. The collaboration is aimed at increasing fan engagement in India by offering a dedicated destination for pre-match insights, live content, and post-match analysis throughout the tournament.

The initiative began on the ICC’s official YouTube channel with the "ICC Captains’ Carnival" event in London. The platform also streamed all warm-up matches live for the first time, giving fans wider access to tournament-related content ahead of the competition.

As part of the partnership, viewers will be able to access official match highlights in both short and extended formats in English and Hindi. Key moments from matches will also be shared through YouTube Shorts, with clips under 30 seconds designed for quick viewing.

To improve content discovery, YouTube has introduced a dedicated tournament search hub that brings together highlights, analysis, and other relevant content in a single location.

Finn Bradshaw, ICC Head of Digital stated, “Through our collaboration with YouTube, we are making the tournament more accessible than ever before through live coverage, local language offerings, creator-led storytelling and enhanced discoverability across the platform."

The collaboration builds on YouTube’s strong sports audience in India, where the platform says 89 percent of viewers believe it offers the best sports content.

ZEE5 and Unite8 Sports have unveiled ‘Poora India Watchega’, a nationwide marketing campaign aimed at engaging audiences ahead of the FIFA World Cup 2026.

Conceptualised by Talented and mktgstack, the campaign focuses on football fans across different segments, including dedicated followers of the sport, occasional viewers, and first-time audiences. The initiative is anchored by a brand film directed by Atul Kattukara and produced by First December Films.

As part of its promotional strategy, the campaign will include brand partnerships, collaborations with content creators, and a digital outreach programme covering more than 200 websites. It will also have a presence across connected television platforms, food delivery applications, sports platforms, and online sports communities.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises said, “At ZEE5 and Unite8 Sports, we want the audience to watch the FIFA World Cup together. FIFA World Cup is an experience that goes beyond the core football fandom, and ‘Poora India Watchega’ brings that spirit alive. Every four years, football goes beyond its core fans and becomes something everyone wants to be part of. It’s about watching with friends, picking favourite teams overnight, celebrating every goal, and getting swept up in the emotion. Through this campaign, we’ve aimed to make the World Cup feel welcoming and exciting, whether you’ve followed football for years or are tuning in for the first time.”

Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, Zee Entertainment Enterprises said, “The FIFA World Cup 2026™ marks a defining moment for global football with legends nearing the end of an era, new stars rising, and an expanded 48-team format making it more inclusive than ever. It’s this scale and cultural impact that makes the tournament bigger than just the sport. ‘Poora India Watchega’ is built for every kind of fan lifelong followers, once-in-four-years viewers, and those discovering the game for the first time bringing an immersive experience that connects with audiences across India and helps grow a lasting football culture.”

Karishma Changroth and Sanket Audhi, Founding Members at Talented, added, “It takes a whole squad playing at the top of their form to bring a campaign of this scale to life. ‘Poora India Watchega’ is powered by high trust, agility and shared ambition across ZEE5, Unite8 Sports, Talented, mktgstack and our production partners at First December Films to create a World Cup experience that feels as big and energetic as the fans it is made for.”

The FIFA World Cup 2026 will be streamed in Hindi, English, Bangla, and Malayalam across ZEE5 and Unite8 Sports channels, expanding accessibility for viewers across multiple regions in India.

Activewear brand TechnoSport has partnered with the Jharkhand T20 League as the title sponsor for the 2026 season, scheduled to be held from June 10 to June 23 at the JSCA International Stadium Complex in Ranchi.

Branded as the ‘Technosport Jharkhand T20 League’, the tournament aligns with the company's ‘Real Movement’ campaign and will bring together established and emerging cricket talent from the state on a professional T20 platform.

Owned by the Jharkhand State Cricket Association, the Jharkhand T20 League is the state's first official franchise-based T20 competition. The tournament will feature 27 matches and six teams: Ranchi Titans, Jamshedpur Steelers, Chota Nagpur Royals, Koylanchal Super Kings, Dhanbad Diamonds, and Santhal Strikers.

The league will showcase players including Ishan Kishan, Robin Minz, Kumar Kushagra, Anukul Roy, Sushant Mishra, Utkarsh Singh, and Virat Singh, alongside emerging cricketers. The opening ceremony will also be attended by former India captain and Jharkhand cricket icon MS Dhoni. The first match of the tournament will be played between Chota Nagpur Royals and Ranchi Titans.

The partnership comes as TechnoSport expands its presence in Jharkhand. According to the State Economic Survey Report 2026, Jharkhand’s real per capita income increased by 65.7 percent over 2011-12 levels at a CAGR of 4 percent. The brand currently reaches consumers through more than 500 general trade retailers in the state and plans to open two exclusive brand outlets in July 2026.

Patralika Agrawal, Head of Marketing, TechnoSport said, “The Technosport Jharkhand T20 League is a strong intersection of sport, youth culture and regional growth. As we expand our presence in Jharkhand through general trade and upcoming exclusive brand outlets, this partnership gives us a meaningful platform to engage with consumers in a market where cricket has deep cultural relevance. The league also reflects the kind of sporting ecosystem we want to support, one that gives local talent a professional stage and inspires wider participation. Coming on board as Title Sponsor allows us to build brand salience while staying true to our core purpose of enabling movement for all.”

Sambhav Jain, Director SJ Uplift & AV24 Sports Pvt Ltd. shared, “From day one, our mission has been to give Jharkhand’s incredible raw talent a platform to shine, to dream, and to conquer. An ambition this big requires partners who share that same relentless drive, which is why we are absolutely thrilled to welcome Technosport as our Title Sponsor. Their commitment to high performance perfectly matches the energy and passion of our athletes. Together, we aren't just launching a league; we are fueling a movement that will inspire the next generation of champions. The energy is electric, the stage is set, and we cannot wait to see this partnership redefine the future of cricket in our state.”

The Jharkhand T20 League adds to TechnoSport’s growing association with sports-led initiatives across India. Through the partnership, the company aims to strengthen its visibility in the state and engage consumers through cricket and active lifestyle-focused platforms.

Global brewer AB InBev has unveiled ‘Cheers to Bars’, a new campaign linked to the FIFA World Cup 2026 that aims to highlight the role of local bars as key destinations for fans during the tournament.

The initiative is being rolled out as part of the company’s FIFA World Cup 2026 activation strategy.  AB InBev’s brands, Michelob ULTRA and Budweiser, are official beer sponsors of the tournament.

The campaign will include support programmes for bar owners, a dedicated advertising film created in partnership with creative agency GUT, and a series of watch parties across multiple international markets.

As part of the initiative, AB InBev plans to organise 200,000 watch parties across more than 40 countries during the tournament.

Michel Doukeris, CEO, AB InBev said, “During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass. Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”

The campaign also includes a new film titled Cheers to Bars, which focuses on the role bars play in bringing communities together during major sporting events.

AB InBev said participating venues will be offered no- and low-alcohol beverage options as part of the programme. The company will also provide responsible beverage service training to support bar operators during the tournament period.

The FIFA World Cup 2026 is set to be the largest edition of the tournament to date, and the campaign forms a key component of AB InBev’s broader efforts to engage football fans and hospitality partners across global markets.

Through the initiative, the brewer aims to strengthen connections between football fans, local hospitality venues, and its beverage brands during one of the world’s biggest sporting events.

Sportswear and athleisure brand KragBuzz Sports has been named the Official Kit Partner of Shrachi Rarh Tigers for Season 3 of the Bengal T20 League. Under the partnership, the company will design and supply the franchise’s official match-day jerseys, training apparel, and performance kits for the upcoming season.

The Bengal T20 League has emerged as a key platform for promoting cricketing talent from West Bengal while helping expand the sport’s regional fan base. For KragBuzz Sports, the collaboration with Shrachi Rarh Tigers marks a further step in its efforts to strengthen its presence in Indian cricket and expand its footprint across competitive sporting events.

The new team kit has been developed with a focus on performance, comfort, and durability. The apparel combines modern sportswear technology with design elements that reflect the identity and energy of the Tigers. The kits are intended to support players throughout the tournament while maintaining a strong on-field appearance.

The partnership also aligns with KragBuzz Sports’ focus on providing performance-oriented sportswear for athletes across different levels of competition.

Arjun Gupta, Founder & CEO, KragBuzz Sports said, “We are delighted to partner with Shrachi Rarh Tigers for Season 3 of the Bengal T20 League. Cricket continues to be one of the strongest sporting passions in the country, and we are proud to support a franchise that represents determination, regional pride, and competitive excellence. At KragBuzz Sports, our goal is to create apparel that enhances performance and confidence, and we look forward to being part of the team’s journey this season.”

KragBuzz Sports said it continues to expand its portfolio of cricket partnerships across India and international markets. The company is focusing on strengthening its position in the performance sportswear segment through product innovation, quality standards, and athlete-centric development.

PUMA and designer Salehe Bembury hosted an experiential event at The Row DTLA to mark the launch of their latest collaboration ahead of the 2026 FIFA World Cup. The activation offered attendees an opportunity to explore the design concepts and products behind the partnership through a series of interactive installations and immersive experiences.

The collaboration represents the next phase of PUMA’s football-focused product launches for the upcoming tournament. It follows the introduction of 11 national federation kits earlier this year and shifts the focus toward a streetwear-inspired collection featuring travel wear and goalkeeper kits created for PUMA’s participating national federations.

The event brought together creatives, athletes, and cultural figures, including Salehe Bembury and Ghanaian rapper and model Black Sherif. Guests engaged with the collection through customizable experiences and product showcases designed to highlight the collaboration's creative direction.

One of the key attractions during the event was the “Hidden Frequencies” sneaker presentation, which highlighted the UV-reactive design element incorporated into the new Velum 1 Akita sneaker. The showcase provided visitors with a closer look at the footwear model, which makes its debut as part of the collaboration.

The PUMA x Salehe Bembury TRVL WEAR collection includes reworked versions of several PUMA silhouettes and apparel categories. The lineup features the PUMA KING tracksuit, jerseys, shorts, travel wear pieces, goalkeeper kits, and the newly launched Velum 1 sneaker.

The collection has already been seen on members of Côte d’Ivoire’s national football team and is expected to remain visible throughout the summer as players and teams continue preparations for international competitions.

By combining football-inspired design with streetwear influences, the collaboration expands PUMA’s product offering connected to the 2026 FIFA World Cup while highlighting Salehe Bembury’s approach to apparel and footwear design.

The PUMA x Salehe Bembury TRVL WEAR collection is now available worldwide.

Sandisk has launched its officially licensed FIFA World Cup 2026 product collection, introducing a range of storage devices inspired by the upcoming football tournament.

The collection includes officially licensed products designed for fans, creators, and professionals to capture, store, and manage digital content linked to the tournament. The range features design elements inspired by host nations and football themes, with each product carrying official FIFA World Cup 2026 licensing marks.

The newly introduced lineup includes the whistle-inspired SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition and the SANDISK Portable SSD FIFA World Cup 2026 Edition. According to the company, the products combine storage functionality with commemorative tournament-inspired designs.

Janet Allgaier, Senior Vice President, Consumer Products at Sandisk said, “The FIFA World Cup 2026 is expected to be one of the most captured, recorded, and shared sporting event in human history. Sandisk is proud to play a part in ensuring no moment is missed. With our officially licensed products, we’re equipping the world’s most passionate fans and creators with the tools to preserve their own piece of football history.”

The company said the USB-C flash drive is designed to support quick file transfers and portable content management, while the portable SSD offers up to 1TB of storage capacity aimed at fast backups and file transfers. The products have also been designed for portability and durability for users travelling or creating content around sporting events.

The SANDISK Official Licensed Product Collection for the FIFA World Cup 2026 is available globally through select retailers for pre-order or notification of availability.

In India, the SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition is priced at Rs 3,769 for the 64GB variant and Rs 5,499 for the 128GB model. The SANDISK Portable SSD FIFA World Cup 2026 Edition with 1TB storage is priced at Rs 24,779. The SANDISK USB-C Flash Drive FIFA World Cup 2026 Gold Edition is available in a 128GB variant priced at Rs 6,629. The products are available through Amazon India.

Defending T20 Mumbai League champions Mumbai South Central (MSC) Maratha Royals have unveiled their official jersey for the upcoming season, marking the start of their title defence with a refreshed team identity and campaign.

The jersey launch took place at a special event in Mumbai attended by team owners Kapil Baheti, Alisha Baheti, Mayank Khandwala, and Raj Khandwala, along with MSC Maratha Royals CEO Parag More, captain Siddhesh Lad, and head coach Amit Dani.

Designed around the theme ‘The Royal Roar’, the new jersey combines regional symbolism with contemporary sports styling. The design incorporates metallic gold claw marks to represent aggressive gameplay, tiger-stripe textures woven into the fabric, and a phantom tiger graphic as a layered visual element.

The jersey also features a heritage orange upper section representing energy and Maharashtra’s identity, paired with midnight navy sleeves and lower panels reflecting resilience and composure. Gold detailing has been added to reinforce the championship theme.

Alongside the jersey launch, the team introduced its new season campaign built around the tagline ‘Bhag Bhag Bhag, Aya Sher’. Inspired by Mumbai’s street culture, music, and entertainment influences, the campaign highlights the team’s competitive approach while positioning the tiger as a symbol of strength and dominance.

Kapil Baheti & Alisha Baheti, Owners, MSC Maratha Royals said, “As defending champions, we wanted this jersey and campaign to stand for more than just cricket. It reflects the fearless attitude of our team and the spirit of Mumbai. This is not just a design refresh, but a clear statement of intent to play bold, fearless cricket this season. ‘The Royal Roar’ is designed to connect strongly with our fans and capture the energy we bring to the field.”

Mayank Khandwala & Raj Khandwala, Owners, MSC Maratha Royals, added, “Defending a title brings a different level of challenge, and that’s what drives us. What we’ve built at MSC Maratha Royals goes beyond winning; it's a strong culture and identity rooted in Mumbai. With ‘The Royal Roar’, we’re promising our fans a team that returns more focused, more determined, and ready to prove that last season was just the beginning.”

The team will once again be led by captain Siddhesh Lad and head coach Amit Dani. The squad for the season includes Chinmay Sutar, Rohan Raje, Tushar Deshpande, Maxwell Swaminathan, Arjun Dani, Ayaz Khan, Sahil Jadhav, Sachin Yadav, Pratik Shukla, Shreyanssh Rai, Swaraj Parulkar, Om Bangar, Irfan Umair, Atharva Bhosale, Aryan Patni, Yash Gadia, Shreyas Gurav, Jitendra Paliwal, and Aditya Dhumal.

The Big Cricket League (BCL) has renewed its partnership with EaseMyTrip, with the online travel-tech platform returning as title sponsor for Season 2 following its association during the inaugural edition.

BCL Season 2 will be held from June 3 to June 13, 2026, at the Shaheed Vijay Singh Pathik Sports Complex in Greater Noida. The tournament will feature six teams, 18 T20 matches, and participation from more than 36 international cricket players.

The upcoming season is set to include cricket personalities such as Shikhar Dhawan, Harbhajan Singh, Chris Gayle, Ross Taylor, Thisara Perera, and Tillakaratne Dilshan. Alongside international players, the league will also feature 18 former First-Class and IPL cricketers and 60 amateur players from across India.

Dilip Vengsarkar, League Commissioner, Big Cricket League said, “We are delighted to welcome EaseMyTrip back as the Title Sponsor for Season 2 of the Big Cricket League. Their continued association reflects the trust and momentum the league has built since its inaugural edition. At BCL, we are committed to creating a world-class cricketing platform that not only delivers high-quality entertainment but also gives aspiring cricketers to not only showcase their talent but a rare opportunity to share the field with some of the biggest icons of the game.”

Nishant Pitti, Founder & Chairman, EaseMyTrip added, “Our journey with the Big Cricket League in Season 1 was both exciting and deeply rewarding. BCL has introduced a refreshing format that blends legendary cricketing names with inspiring grassroots talent, creating stories that truly resonate with fans across the country. Cricket and travel have always shared a strong connection, with fans travelling cities to experience the energy of the game firsthand. As a travel-first brand, we are delighted to continue our association as Title Sponsor and look forward to being part of an even bigger and more exciting Season 2.”

Puneet Singh, Chief Patron, Big Cricket League commented, “Season 2 of the Big Cricket League is set to be bigger in every aspect - from the level of competition and fan experience to broadcast reach and international engagement. With marquee legends, talented amateur cricketers, strong broadcast partners like Eurosport and FanCode, and trusted brands like EaseMyTrip continuing their journey with us, we are building a cricketing property that fans genuinely connect with. This season is not just about cricket - it is about dreams, opportunity, and unforgettable moments.”

The renewed sponsorship comes as BCL looks to strengthen its position as a cricket platform combining former international stars with emerging amateur talent while expanding its audience reach through broadcast and brand partnerships.

S8UL Esports has announced a partnership with Campa Energy by Reliance Consumer Products for its Esports World Cup (EWC) 2026 campaign.  

As part of the collaboration, Campa Energy will serve as the title sponsor for S8UL’s campaign leading up to the Esports World Cup 2026. The partnership comes as the esports organisation expands its participation across multiple international gaming titles this season.

S8UL, which is part of the Esports Foundation’s Club Partner Program for the second consecutive year, is competing across 13 esports titles during the current season. The organisation has already secured qualification spots in Fortnite, Honor of Kings, and Chess, while continuing to compete in several other gaming categories.

Under the agreement, Campa Energy branding will feature across S8UL’s team jerseys, digital content initiatives, fan engagement activities, and on-ground events during the campaign period.

Animesh Agarwal, Co-founder and CEO, S8UL Esports said, “The conversation around Indian esports has changed significantly over the last few years. Today, it is no longer just about potential; it is about building globally competitive teams, creating sustainable fan ecosystems, and earning the confidence of major brands. Our partnership with Campa Energy represents that larger shift. As S8UL prepares for the Esports World Cup 2026 across multiple titles, having a homegrown brand support this journey reinforces the growing cultural relevance of esports in India. We see this as a shared effort to push Indian talent and Indian esports further onto the global stage.”

TechnoSport has launched a metro branding campaign across Bengaluru, Chennai, and Hyderabad as part of its marketing push during the ongoing Indian Premier League season.

The campaign has been rolled out across Bengaluru’s Purple Line, Chennai’s Blue Line, and Hyderabad’s Blue Line, with one fully branded metro train operating in each city. The routes include corridors leading towards cricket stadiums and other high-footfall urban areas.

The activation is expected to reach over 16 lakh commuters daily, helping improve brand visibility and recall during the IPL season.

The metro branding initiative forms part of TechnoSport’s wider 360-degree campaign strategy, which also includes connected TV advertising, digital campaigns, transit media, Spotify audio content, influencer-led storytelling, cinema integrations, and branded content featuring Ravichandran Ashwin.

The company said the campaign is designed to connect with consumers in everyday transit environments, extending its IPL visibility beyond stadiums and digital screens.

Patralika Agrawal, Head of Marketing, TechnoSport said, “Our focus with this activation is to drive consistent, high-frequency brand visibility during one of the year’s biggest cultural moments. IPL delivers peak consumer attention, and metro networks give us the scale needed to convert that attention into strong recall. What makes this effective is that it also brings our product story closer to real consumer use cases, especially in a season where comfort and performance matter in everyday movement.”

Outerstuff, an officially appointed licensee for the FIFA World Cup 2026, has introduced a new range of official licensed FIFA World Cup 2026 merchandise in partnership with Pacsun. The collection became available across select Pacsun stores and online from May 15.

Developed in collaboration with Pacsun’s design team, the 15-piece collection includes graphic T-shirts, jerseys, lightweight layers, and statement apparel for both men and women. The range incorporates bold typography, sport-inspired elements, and graphics influenced by international football culture.

Jeff Miller, executive vice president, sales, Outerstuff shared, "As an appointed licensee for the FIFA World Cup 2026, Outerstuff is proud to bring Official Licensed Products to fans through key retail channels, including Pacsun, his assortment reflects the global excitement surrounding the tournament while connecting with consumers through wearable, sport-inspired styles," shared Jeff Miller, executive vice president, sales, Outerstuff.

"At Pacsun, sport is one of our core brand pillars, and football has become an increasingly influential part of youth culture around the world. The FIFA World Cup 2026 represents a major global moment that extends far beyond the game itself, influencing fashion, identity, music, and community in powerful ways. This collection allows us to connect with our customers through a cultural moment they are already deeply engaged in, while continuing to deliver products that reflect self-expression through sport and style," stated Richard Cox, chief merchandising officer, Pacsun.

KragBuzz Sports has been appointed as the Official Clothing and Jersey Partner for EUT20 Belgium.

As part of the partnership, the company will design and supply official match-day jerseys and training kits for all participating teams in the tournament.

EUT20 Belgium is emerging as a growing cricket platform in Europe, bringing together international talent and expanding fan engagement across the region. The partnership will provide KragBuzz Sports an opportunity to strengthen its international visibility in the sports apparel segment.

The company said the jerseys and kits will focus on performance, comfort, durability, and contemporary design, aimed at supporting players during competition while maintaining strong team identity.

Arjun Gupta, Founder & CEO, KragBuzz Sports said, "We are proud to associate with EUT20 Belgium as the official clothing and jersey partner. This collaboration allows us to take our holistic performance-pushed sportswear internationally and help grow cricket's traditional market. We aim to provide players with apparel that boosts performance and confidence."

Marriott Bonvoy has expanded its global partnership with the International Cricket Council to include the ICC Women’s T20 World Cup 2026, which will take place across England in June and July next year.

The expanded agreement follows the company’s association with the ICC Men’s T20 World Cup earlier this year and extends Marriott Bonvoy’s role as ICC’s Official Accommodation Partner to women’s cricket events. Matches during the tournament are scheduled to be held in London, Manchester, Leeds, Birmingham, Bristol, and Southampton.

The partnership will include hospitality-led fan engagement initiatives, exclusive experiences, and accommodation access for Marriott Bonvoy members attending the tournament. Members will also be able to use loyalty points for Marriott Bonvoy Moments experiences such as matchday hospitality, pre-match events, training experiences with cricket legends, and the return of the Anthem Kids programme, where children walk onto the field alongside players.

“The response to Marriott Bonvoy’s partnership with the ICC has been fantastic. We saw firsthand how bringing members closer to the game can deepen engagement and create lasting memories. The ICC Women’s T20 World Cup 2026 offers an exciting new opportunity to build on that momentum, offering unforgettable travel and on-the-ground hospitality experiences in England this summer. I am especially excited to see the return of our Anthem Kids experience, one of our most meaningful ways to bring families and the next generation of cricket players and fans even closer to the sport,” said John Toomey, Chief Commercial Officer, Asia Pacific excluding China, Marriott International. 

Sanjog Gupta, Chief Executive, ICC shared, “We are pleased to expand our partnership with Marriott Bonvoy to encompass an association with ICC's women's events. Our collaboration with the global partner on the ICC Men's T20 World Cup 2026 has already demonstrated how powerful experience-led engagement can be to help build deeper connections with fans. Expanding this into the pinnacle women’s tournament allows us to build on that success, making the event a more immersive experience for fans and audiences. As the global stature and affiliation for ICC's women's events grow, this partnership will help enhance fan access and deliver more engaging experiences, ensuring we continue to serve the game and its fans in deeper, more meaningful ways. Women’s cricket has entered a defining phase of growth, and partnerships like this are key to driving its future.”

Women’s cricket has seen significant audience growth in recent years. According to ICC data, the ICC Women’s Cricket World Cup 2025 generated more than five billion video views globally, compared to 1.5 billion during the previous edition. Social media interactions reached 279 million, while the tournament final attracted a record broadcast audience of 185 million viewers.

The 2026 edition will also mark the first time the ICC Women’s T20 World Cup features 12 participating nations competing for the largest prize pool in the tournament’s history.

JioHotstar has partnered with Swiggy to introduce an in-app food ordering feature integrated directly into the streaming platform during live cricket matches.

The feature allows users to browse restaurants, access match-linked offers, place food orders, and track deliveries without exiting the live stream. Available across more than 690 cities, the service is designed exclusively for mobile users and combines live sports viewing with real-time commerce functionality.

More than 37 million users have already interacted with the feature during the ongoing cricket season.

The integration is aimed at building a more interactive viewing experience by combining live content with transactional engagement. Users can order food during matches through contextual prompts and exclusive offers linked to match moments.

The companies also shared early consumption trends from the feature rollout. Burgers emerged as the most-ordered food item during live matches, overtaking biryani. One user reportedly placed 34 separate orders during the season, while another ordered more than 100 burgers in a single transaction.

High-value transactions were also recorded on the platform, including a single order worth Rs 6,801 and cumulative savings of up to Rs 12,947 through match-time promotions. The fastest reported delivery during the season was completed in 10 minutes and 42 seconds.

The highest ordering volumes were recorded during Mumbai Indians matches, while the game between Royal Challengers Bengaluru and Rajasthan Royals saw the highest single-match ordering activity.

Ishan Chatterjee, CEO – Sports, Jiostar said, “We are moving towards a world where the boundaries between content and commerce are becoming increasingly fluid. Streaming platforms will no longer operate in isolation, but as integrated environments that anticipate and enable what users want to do in the moment. Bringing together live sports and real-time commerce is an early expression of that future, one where engagement is not just about watching, but about acting in the moment.”

Rohit Kapoor, CEO, Swiggy Food Marketplace shared, “Live sports viewing has evolved into a highly interactive experience, where fans often multitask while staying deeply engaged with the action. Ordering food during a match is already second nature for many viewers, and our partnership with JioHotstar allows fans to enjoy their favourite food and the match at the same time, without missing out on either.”

Malaysia Airlines has launched a new campaign film in collaboration with Mumbai Indians titled Cricket at 30,000 Feet, featuring cricketers Rohit Sharma, Hardik Pandya, and Trent Boult.

The campaign showcases a Mumbai Indians supporter experiencing a cricket-inspired journey onboard a Malaysia Airlines flight alongside the players. Through the film, the airline aims to combine fan engagement with its hospitality-led brand positioning.

The initiative is part of Malaysia Airlines’ broader partnership with Mumbai Indians, where the airline is associated as the team’s Official Global Airline Partner and Associate Sponsor.

The campaign has been designed to strengthen brand visibility and consumer engagement in India by leveraging the popularity of cricket.

Bryan Foong, Chief Executive Officer of Airline Business from Malaysia Aviation Group (MAG) said, "India is one of our most important growth markets, and cricket is a powerful passion point that connects millions of people across the country and beyond. Through our partnership with Mumbai Indians, we have a unique platform to engage fans in a way that feels natural, relevant and culturally meaningful. This campaign allows us to bring Malaysian Hospitality into that conversation while strengthening brand affinity, supporting travel demand, and driving deeper commercial relevance in a key market for the airline."

A spokesperson for Mumbai Indians said, “This film captures something that is true to Mumbai Indians, the love for this team travels far beyond boundaries and resonates with fans across the world. To see that come alive aboard a Malaysia Airlines flight, with our players at the heart of it, makes for a truly special moment. It reflects a partnership that continues to find fresh and creative ways to bring us closer to our fans."

The partnership between the airline and the franchise has previously included a Mumbai Indians-themed A330-300 aircraft livery, fan engagement activities at Wankhede Stadium, and digital campaign collaborations.

Panini has partnered with Instamart to launch the FIFA 365 Adrenalyn XL 2026 trading card collection in India, marking the company’s entry into the Indian market for officially licensed football collectibles.

The collection is now available on Instamart across categories such as Toys & Games and Stationery. The launch is being carried out in partnership with Dream Theatre and Kiddies International.

The FIFA 365 Adrenalyn XL 2026 collection includes over 300 football players from clubs and national teams worldwide. Products currently available on the quick-commerce platform include Starter Packs, Classic Tins, and Multi-sets, along with limited-edition subsets such as ‘Golden Ballers’ and ‘Invincible’ cards.

The launch comes ahead of the FIFA World Cup 2026, scheduled to take place from June 11 to July 19, 2026. The companies said an extended range of collectible cards is expected to be introduced later this month.

Arjun Choudhary, VP Growth, Instamart said, "At Instamart, we're constantly looking to go beyond everyday essentials and bring consumers closer to what they love. We've seen a significant surge in hobby-led purchases on the platform, and football being a passion that unites millions across India, stands out strongly. With the FIFA World Cup around the corner, this partnership with Panini couldn't be better timed. We aim to make the thrill of collecting instantly accessible, whether it's a late-night pack opening or a last-minute gift.”

Ivam Faria, Managing Director, Panini Group shared, "India is one of our fastest-growing markets for football collectibles. By launching the FIFA 365 Adrenalyn XL 2026 collection, we are bringing the thrill of the stadium directly to the fans. Our partnership with Instamart ensures that collectors no longer have to wait days for their packs; they can start their hunt for rare cards instantly."

Jiggy George, Founder & CEO, Dream Theatre stated, "At Dream Theatre, our mission has always been to bring the best of global toy and collectible brands to the Indian Consumer, Indian children, and enthusiasts. The FIFA 365 Adrenalyn XL series is a cultural phenomenon. By leveraging Instamart’s unparalleled hyper-local network, we are making professional-grade football cards accessible to every neighbourhood in the country."