Hyundai Motor Company has officially announced its return to international cricket, confirming a new Premier Partner agreement with the International Cricket Council (ICC) for the 2026–2027 cycle.
The partnership was formally announced at the iconic Narendra Modi Stadium, marking Hyundai’s comeback to the sport after nearly a decade. The move underlines the brand’s renewed focus on cricket’s massive global reach—especially in cricket-first markets like India.
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Two Years, Six ICC Tournaments
Under the agreement, Hyundai will be present across six major ICC tournaments spread over the next two years. The deal ensures brand visibility across:
- ICC Men’s tournaments (ODI & T20 formats)
- ICC Women’s tournaments, supporting the sport’s rapid global growth
- ICC U19 World Cups, connecting with younger audiences and future fans
This wide coverage gives Hyundai access to a combined global cricket audience of over 2 billion viewers.
More Than Just Logo Placement
As an ICC Premier Partner, Hyundai’s role goes far beyond boundary boards and broadcast graphics.
Key activations include:
- Exclusive matchday integrations, including high-visibility moments like the pre-match coin toss
- Fan engagement zones inside stadiums and via digital platforms
- Vehicle showcases featuring Hyundai’s latest models at match venues
- Globally aligned campaigns, coordinated across Hyundai’s international markets
The strategy is designed to create deeper fan engagement rather than just passive brand exposure.
Why India Is Central to Hyundai’s Cricket Push
Hyundai’s earlier ICC association between 2011 and 2015 proved highly successful, particularly in India. This renewed partnership highlights the growing importance of India in Hyundai’s global growth plans.
Commenting on the announcement, Tarun Garg, Managing Director & CEO Designate of Hyundai Motor India Limited, said the brand is preparing a 360-degree activation strategy spanning PR, digital platforms, on-ground experiences, and dealerships to maximise impact.
Expect Hyundai showrooms to double up as fan hubs once the ICC calendar kicks off in 2026.
The Bigger Picture
By aligning itself with the ICC, Hyundai is tapping into cricket’s emotional pull—especially in countries where the sport is part of everyday life rather than just entertainment. This partnership places Hyundai at the centre of cricket’s biggest moments, right when fan engagement is at its peak.
With the 2026 ICC season approaching, Hyundai’s return signals one of the largest automotive–sports partnerships of the decade.
So, what do you think — is cricket still the strongest platform for car brands to connect with Indian buyers, or are digital-first strategies taking over? Share your thoughts in the comments below!
