Hyundai Motor Company has signed a global agreement with the International Cricket Council (ICC) to become a Premier Partner for six major men's and women's tournaments to be held between 2026 and 2027. The announcement was made on December 23, 2025, at the Narendra Modi Stadium in Ahmedabad, with representatives from both Hyundai and the ICC in attendance.
As a Premier Partner, Hyundai will receive exclusive rights across the ICC's international cricket calendar, including the ICC Men's Cricket World Cup 2027. These rights cover participation in match-day activities such as the coin toss, in-stadium branding, and bespoke fan experiences.
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The company said the partnership supports its strategy of engaging with culturally significant sports and strengthens its presence in key cricket markets, particularly India. Hyundai plans to work with its global subsidiaries to use the tie-up for brand-building and to deliver fan initiatives such as interactive zones, vehicle displays, and digital engagement at ICC events.
The deal marks Hyundai's return to top-tier cricket sponsorship after an earlier association with the ICC from 2011 to 2015. ICC Chairman Jay Shah described the tournaments as a strong platform to reach cricket's estimated global audience of more than two billion fans and welcomed Hyundai as a long-term supporter of international sport.
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Tarun Garg, Managing Director and CEO designate of Hyundai Motor India, said the agreement underlines the importance of India in Hyundai's global operations and that the company will deploy a 360-degree communication plan across public relations, digital, experiential activities, and dealerships to leverage the partnership domestically. Hyundai added that cricket will be a key pillar within its wider global sports portfolio, which is aimed at building closer connections with customers and communities.