The ICC Men’s T20 World Cup 2026 is shaping up to be one of the biggest global sporting media events of the year. With broadcasters and platforms reporting record sponsorship growth and expanded viewer reach, this edition presents a significant opportunity for brands to connect everywhere, from living rooms to malls, busy sports bars, and restaurants.
According to a BestMediaInfo report, digital sponsorship packages, including Connected TV, mobile, and web inventory, are priced at USD 8.4 million each, reflecting a 75% increase compared to digital sponsorship in the 2024 T20 World Cup. Along with TV, the full co-presenting partnership costs USD 27.7 million across linear TV, mobile, and CTV inventory, highlighting the premium placed on cricket advertising in 2026.
Watching Cricket Beyond Home Screens
For many fans, watching the T20 World Cup is a social experience rather than just a household ritual. Sports bars, restaurants, cafes, and mall entertainment zones increasingly become high-energy hotspots during marquee cricket events as hospitality venues capitalize on group viewership and shared fan excitement. IPL teams themselves are expanding into cafe and sports bar formats to build year-round fan engagement beyond match seasons.
In malls and entertainment centers across metro and Tier 1 Indian cities, DOOH screens and branded viewing zones attract large crowds during match day activations. This gives advertisers the ability to reach high footfall and high engagement audiences while they shop, dine, and socialize. Global research around sports DOOH indicates that nearly 60% of viewers recall out-of-home ads tied to sporting events, and over 90% of those exposed take some form of action, such as visiting venues, sharing with friends, or tuning into matches (Source: OAAA Report).
Restaurants and bars also benefit from significant viewership spikes during key matches. Large format screens, themed promotions, and real-time engagement initiatives keep fans watching longer and create additional advertising value for sponsors. The communal atmosphere in these venues fuels social sharing and second-screen behavior, making them powerful extensions of omnichannel campaigns.
The Omnichannel Advantage in 2026
How Lemma Drives Omnichannel Wins at T20 2026
Lemma stands out as the go-to partner for best-in-class omnichannel advertising during the T20 World Cup 2026. By integrating CTV, DOOH, and programmatic capabilities with unified audience data and advanced measurement, Lemma enables brands to deliver seamless campaigns that perform across the full funnel from awareness to action.
Whether it is dynamic DOOH placements in malls and fan zones, premium CTV storytelling in living rooms, or precision targeting that reaches fans in restaurants and sports bars, Lemma ensures brands appear where audiences are most engaged. With real-time optimization and full funnel measurement, Lemma’s omnichannel approach transforms attention into measurable impact, making every match moment work harder for advertisers during the biggest cricket event of 2026.
