Zee sells over 95% FIFA World Cup knockout ad inventory, 10-second rates touch Rs 20–25 lakh

New Delhi: Zee Entertainment Enterprises on Thursday said it sold more than 95% of its premium advertising inventory for the FIFA World Cup 2026 knockout stage across its linear sports channels and Zee5, reflecting sustained advertiser demand as the tournament enters the quarter-finals. The broadcaster said over 22 brands across categories such as automotive, technology, beverages, FMCG, healthcare, sportswear, fashion, e-commerce, financial services, travel, real estate, paints, oil and energy, and education have partnered with the network during the tournament. The strong demand has also pushed premium 10-second advertising rates during the knockout stage to between Rs 20 lakh and Rs 25 lakh, underscoring the premium advertisers are willing to pay for live football inventory. For Zee, the advertiser response also strengthens its pitch in premium sports broadcasting, an area where the company has been expanding its portfolio through properties such as the Bundesliga and international cricket. The FIFA World Cup has become a key test of its ability to monetise global sports rights across television and digital. Sandeep Mehrotra, Chief Operating Officer – Advertisement Revenue, Zee Entertainment Enterprises, said, "The response from advertisers has exceeded our expectations. With more than 95% of our inventory already committed and over 22 leading brands partnering with us, the FIFA World Cup 2026 has established itself as one of the most compelling platforms for brands to engage audiences at scale." He added that the tournament had enabled the company to offer integrated marketing solutions combining the reach of live sports with digital engagement, reinforcing its broader strategy of building a differentiated sports ecosystem. Zee said advertiser momentum has extended to Zee5, where brands are using advanced targeting capabilities, Connected TV inventory and cross-platform advertising solutions to reach audiences during the tournament. The company said campaigns have been integrated across live sports, digital, social media and on-ground activations to improve consumer engagement and measurement. Alongside advertising demand, the broadcaster said the tournament has generated strong audience engagement across television, digital and social platforms through interactive contests and viewer activations. With the tournament entering its decisive knockout phase, Zee expects advertiser interest to remain strong as brands seek to capitalise on high viewership around football's biggest global event. The company said the response further reinforces its strategy of building a diversified sports portfolio that creates year-round opportunities for advertisers and audiences alike.