Maruti Suzuki India has joined the show as co-presenting sponsor, while StockGro, Maaza and Acko have signed on as partners. The show, hosted by actor Akshay Kumar, marks the franchise’s debut in India and is positioned as a large-scale family entertainment property for the platform.
The sponsorship deals come as streaming platforms increasingly look to premium non-fiction formats and celebrity-led programming to attract brand budgets traditionally reserved for linear television.
Sony LIV’s bet on Wheel of Fortune blends a globally recognised intellectual property with a high-profile host to build scale and advertiser appeal. The show’s format revolves around contestants solving word puzzles to win cash and prizes, a structure that has made it one of the longest-running game shows globally.
Partho Banerjee, senior executive officer, marketing and sales, Maruti Suzuki India, said the partnership builds on the company’s existing relationship with Sony.
“Maruti Suzuki India has enjoyed a strong association with Sony TV, and witnessing the phenomenal scale and audience response to Wheel of Fortune made it a natural progression for us to extend this partnership onto Sony LIV as well. The show’s positivity, family connect, and celebration of aspirations resonate deeply with our brand philosophy,” Banerjee said.
For streaming platforms, non-fiction formats are becoming a key lever for revenue growth as they experiment with hybrid monetisation models that combine subscriptions with advertising.Ranjana Mangala, head of sales for digital business at SPNI, said the brand interest reflects the platform’s push to position premium entertainment as an advertising destination.
“Wheel of Fortune represents the perfect blend of nostalgia, entertainment, and large-scale family engagement. The strong interest from marquee brands reflects the growing power of premium entertainment on SonyLIV, amplified by rising Connected TV consumption and strong co-viewing behaviour that bring families together on the biggest screen at home,” Mangala said.
