Hyundai Joins ICC Premier Partners, Bolstering 2026 T20 World Cup Commercial Push

The International Cricket Council (ICC) has announced a multi-year global partnership with Hyundai Motor Company, securing the automotive brand as a Premier Partner ahead of the Men's T20 World Cup 2026. The partnership was unveiled at the Narendra Modi Stadium in Ahmedabad, marking a significant step in the ICC's commercial strategy. As part of the deal, Hyundai will enjoy exclusive global rights across ICC events, including high-visibility branding and association with key matchday moments. This partnership completes the ICC's top-tier commercial ecosystem and aligns with major global tournaments, particularly the 2026 edition to be co-hosted by India and Sri Lanka. Hyundai joins a select group of Premier Partners, reinforcing its commitment to cricket and its growing fan base. The collaboration is expected to enhance fan engagement through digital and in-stadium initiatives.

ICC Chairman Jay Shah emphasized the importance of global partnerships in strengthening the fan experience and leveraging cricket's vast reach. Hyundai's return to ICC sponsorship, after its earlier association from 2011 to 2015, reflects its alignment with the sport's long-term vision and technological innovation. The partnership is also seen as a strategic move to expand the brand's footprint in cricket-loving markets like India.

Strategic Alignment and Fan Engagement

The partnership between the ICC and Hyundai is rooted in shared ambitions for innovation and global fan engagement. Hyundai's presence will span several major tournaments, with a particular focus on the 2026 World Cup. The brand will be involved in exclusive activations, including branding around key match moments such as the coin toss.

ICC Chief Executive Sanjog Gupta highlighted the strategic fit between Hyundai's global reach and the ICC's mission to grow the sport beyond traditional boundaries. Both organizations aim to create immersive experiences for fans, whether in stadiums or through digital platforms. The collaboration includes exploring new technologies and creative ways to deepen fan interaction, particularly in emerging markets.

Hyundai's Managing Director in India, Tarun Garg, underlined the importance of leveraging India's cricket culture as part of the partnership. The company plans to implement an extensive communication strategy, including digital campaigns, PR efforts, and in-person experiences at dealerships nationwide.

Broader Commercial and Strategic Implications

With this agreement, the ICC has completed its Premier Partner lineup, solidifying its commercial foundation ahead of the 2026 World Cup. The partnership also complements recent tier-two sponsorships announced in 2025, creating a robust financial and strategic framework for the ICC's upcoming events.

Hyundai's return to ICC events marks a significant milestone for the organization. The brand previously partnered with the ICC between 2011 and 2015 and now re-enters with a stronger presence and renewed focus on innovation. The collaboration is expected to create a lasting impact on how fans engage with cricket, particularly in regions where the sport holds cultural significance.

As the 2026 Men's T20 World Cup approaches, the ICC and Hyundai have signaled their commitment to delivering world-class events that bring fans closer to the game. The partnership reflects a broader trend in sports sponsorships, where brands seek not only visibility but also meaningful engagement with audiences through technology and immersive experiences.