JioCinema has roped in Dream11 as a co-presenting sponsor, while Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand and Rapido have joined hands as associate sponsors. The streaming platform said that this season has seen advertiser interest from both conventional digitally-inclined categories like automobiles, mobile handsets, banking, online broking & trading, credit card payment, and construction, as well as traditional mediums like FMCG.