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The agreement between Hyundai and ICC covers six high-profile cricket events featuring both men’s and women’s competitions across 2026 and 2027
Hyundai Motor Company is set to deepen its presence in global sport after being confirmed as a Premier Partner for the International Cricket Council’s major tournaments scheduled across 2026 and 2027. The agreement covers six high-profile ICC events featuring both men’s and women’s competitions – placing the automaker at the heart of international cricket for the next two seasons.
The partnership announcement was made in Ahmedabad accentuating India’s importance in Hyundai Motor’s global strategy. Representatives from Hyundai Motor and the ICC gathered at the Narendra Modi Stadium to formalise the collaboration – emphasising the strong alignment between the brand and one of the world’s most followed sports which India craves about.
For Hyundai, the tie-up is about more than visibility. As a Premier Partner, the company gains access to several exclusive integrations across ICC events including involvement in signature matchday moments such as the coin toss. Prominent branding inside stadiums and across broadcast touchpoints will consolidate Hyundai’s existence throughout the tournament calendar.
The Korean company plans to introduce interactive fan zones, on-ground activations, vehicle showcases and digital engagement programmes. Global Hyundai subsidiaries will work in coordination to deliver these initiatives across different host countries. The deal also indicates Hyundai Motor’s re-entry into ICC cricket after more than a decade.
The brand previously partnered with the governing body between 2011 and 2015 and this renewed association signals a strategic return at a time when cricket’s global footprint continues to expand across traditional and emerging markets. Cricket’s massive reach is a key driver behind the partnership with a global audience estimated at over two billion viewers.
The sport offers Hyundai a powerful platform to connect with diverse and emotionally invested fan bases. The association is particularly significant in regions such as India where cricket is deeply woven into everyday culture. The agreement spans tournaments across multiple formats and geographies – taking place in some of the most passionate cricketing nations.
Commenting on the new announcement, Tarun Garg, Managing Director & CEO designate, Hyundai Motor India Limited, said: “This partnership reflects Hyundai’s strong commitment to India and growing importance of India market in Hyundai’s global operations. We look forward to some thrilling cricketing action and are ready with a 360 – degree communication approach across PR, dig ital, experiential and dealerships to maximize this opportunity across the country.”
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