Brands
Hyundai Motor signs up as ICC premier partner for 2026–27 tournaments
AHMEDABAD/SEOUL: Hyundai Motor Company has struck a global partnership with the International Cricket Council, becoming a premier partner for major men’s and women’s tournaments across the 2026–27 cycle.
The deal covers six marquee ICC events, including the Men’s Cricket World Cup 2027, giving Hyundai exclusive rights around matchday moments such as the coin toss, prominent in-stadium branding and bespoke fan engagement initiatives.
The partnership reinforces Hyundai’s push to deepen brand connections through sport, particularly in cricket-heavy markets such as India, where the game commands vast cultural and commercial influence. The carmaker said its global subsidiaries would collaborate to activate the sponsorship across digital, experiential and on-ground platforms.
Hyundai Motor Company president and chief executive José Muñoz, said the partnership would help the brand connect with more than two billion cricket fans worldwide, adding that cricket’s reach and emotional pull aligned closely with Hyundai’s values of resilience and progress.
ICC chairman Jay Shah, said the global tournaments offered a powerful platform to engage fans through innovative digital and in-stadium integrations, welcoming Hyundai as a premier partner for the upcoming cycle.
The agreement marks Hyundai’s return to ICC cricket after an earlier association between 2011 and 2015. Fans attending matches are expected to see interactive fan zones, vehicle showcases and digital engagement initiatives rolled out across host venues.
The partnership was announced at a ceremony at the Narendra Modi Stadium in Ahmedabad. Hyundai Motor India managing director and chief executive designate Tarun Garg, said the deal underlined India’s growing importance within Hyundai’s global operations and would be supported by a 360-degree communications push spanning PR, digital, experiential and dealership networks.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
