The International Cricket Council (ICC) has entered into a multi-year, 'premier partner' deal with heavyweight automotive brand Hyundai.
Through a tie-up unveiled today, Hyundai Motor Company takes the final and fourth ICC premier partner slot – the cricket body's top tier of commercial sponsors.
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This means that the automotive brand has secured exclusive and global rights for the length of its ICC contract, across the latter body's major event calendar, including association with "iconic matchday moments such as the coin toss."
Hyundai joins Emirates, Aramco, and DP World, as an ICC premier partner.
The ICC now has its four premier partner slots filled ahead of the 2026 Men's T20 World Cup, which will take place between February 7 and March 8 across India and Sri Lanka.
This is not the first time Hyundai has come on board as a major ICC partner – Hyundai Motor Co. was a sponsor of the governing body between 2011 and 2015.
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By GlobalDataThe ICC has said that this new agreement will involve Hyundai innovating in-venue, as well as the two bodies collaborating on enhancing the overall fan experience.
Sanjog Gupta, chief executive at the ICC, has commented: "Hyundai’s global scale, presence across cricket’s strongholds & emerging markets and commitment to technology-driven innovation align seamlessly with the ICC’s vision of growing the sport beyond traditional boundaries, deepening passion and inspiring fans everywhere."
In terms of recent ICC commercial activity, earlier this month, the body announced a landmark partnership with global alcoholic beverage group AB InBev, which becomes a second-tier sponsor.
Through the partnership, which will begin in 2026, AB InBev will become the official beer partner of all top-tier ICC events on a multi-year basis.
Other second-tier ICC partners include Google, Unilever, and Sobha Realty.
José Muñoz, Hyundai Motor Company's president and chief executive, added: "We are honored to partner with the ICC and connect with over two billion passionate fans worldwide. In key markets like India, where cricket is a way of life, this partnership deepens our connection with the customers and communities who inspire everything we do. We look forward to creating memorable experiences together at these iconic tournaments."
Hyundai is extremely active across sports sponsorships in general, including through a deal with soccer's world governing body FIFA that will run until 2030.
