JioStar Secures Diverse Sponsorship for Women's T20 World Cup

JioStar, the official broadcaster and streaming partner for the ICC Women’s T20 World Cup 2026, has secured a diverse lineup of sponsors, reflecting the increasing confidence brands have in women's sport as a viable marketing platform. The tournament is set to commence on 12 June, featuring hosts England against Sri Lanka in the opening match.

Major brands such as Google Gemini, Herbalife, Havells, and Parle Products have stepped in as co-presenting partners, spanning various sectors from artificial intelligence and consumer technology to wellness and fast-moving consumer goods. This eclectic mix underscores how women's cricket is appealing to a broader range of advertisers.

Additional sponsors include Google Pay, Rado, and Campa Energy, while Adidas has taken on the title sponsorship for the event’s pre and post-match live broadcasts. Notably, Adidas marks its initiation in women’s cricket as the first global sportswear brand to do so with JioStar, and Swiss watchmaker Rado is entering cricket sponsorship for the first time as well. New entrant Campa Energy is leveraging the tournament to enhance its visibility in the competitive beverage market.

The surge in brand interest reflects a significant shift in the women's sports landscape. What was once primarily a branding opportunity is now seen as a robust media property capable of delivering extensive reach and engagement. JioStar has highlighted that this trend has accelerated following India's victorious campaign in the 2025 ICC Women’s World Cup, which elevated the profile of women's cricket.

Anup Govindan, JioStar’s head of sales for Sports, commented, "Brands now view women’s sport as a marketing and growth platform." He noted the engagement of brands from sectors traditionally absent in women’s cricket sponsorship, marking a new level of commercial maturity in the field. The broad participation from advertisers, ranging from luxury timepieces to digital finance and sports apparel, indicates that they are increasingly recognising women's cricket as a mainstream attraction capable of reaching premium audiences.

The upcoming tournament is expected to attract significant viewership, with critical matches slated, including the highly anticipated India versus Pakistan clash on 14 June, scheduled for 7:00 pm IST. Fans can catch all the action live on the Star Sports Network and JioHotstar. As the Women's T20 World Cup approaches, it is clear that women's cricket is not only securing victories on the field but is also capturing substantial marketing investments off it.