Sony LIV signs over 50 advertisers for India's New Zealand cricket series

Brands are paying for in-match graphics, studio segments and video content as the ODI leg of the series gets under way.

By idly intel

6 Nov, 21:25 IST2 min read

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Written by idly intel with AI help from several outlets' reporting, and checked before it goes live. How idly works

Sony LIV signs over 50 advertisers for India's New Zealand cricket series — Image: Social Samosa

Key facts

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Sony LIV has signed more than 50 advertisers for the India tour of New Zealand 2026.
OPPO India is the co-powered-by sponsor; JSW MG Motor, CEAT, UltraTech Cement, Google Gemini, Kotak Neo and ICICI Life…
Sony LIV expects more brand partnerships in the coming weeks as the ODI matches, which began on 4 November, continue.

Sony LIV has signed over 50 sponsors for the India tour of New Zealand 2026, the streaming platform said. Brand interest has carried over from the T20I leg into the one-day internationals, which began on 4 November and fall during the festive season.

The T20I series ended with India ahead 3-2 in the five-match series. Sony LIV said advertisers responded strongly during that leg, and it expects demand to continue through the ODI matches. The platform also said more brands are likely to join in the coming weeks.

How brands are getting in

Rather than relying only on standard advertising breaks, brands are buying customised integrations across studio shows, live match coverage and video-on-demand content. OPPO India is the co-powered-by sponsor. Its campaign, centred on the Find X10 Series, includes a phone unboxing with a cricket theme, hosted by Sameer Kochhar. It also runs a match-day studio segment called 'OPPO Ask the Expert', and 'Sixes That Belonged to OPPO', which places the brand's logo on screen during selected stretches of play.

JSW MG Motor India has a segment called 'Milestone Moments', which pairs on-screen branding during the match with video clips of key moments from each game. CEAT's 'Gripping Moments of the Match' replays notable passages of play. UltraTech Cement's 'No. 1 Moments of the Match' highlights standout performances across the series. Kotak Neo's segment profiles players who are making an impact on the tour under the banner 'Player in Spotlight'.

Partner sponsors also include Google Gemini and ICICI Life Insurance.

Why the ODI series draws attention

The ODI leg brings Rohit Sharma and Virat Kohli back to the 50-over format. The series also comes ahead of the 2027 ODI World Cup, which is expected to draw attention from cricket fans.

For viewers in India, the sponsor push means more branded segments within the cricket broadcast on Sony LIV. Sony LIV has not said how many of the 50-plus advertisers have signed for the ODI leg specifically, or what the deals are worth.