Ikea
Ikea sponsors 1 property, mostly tv and streaming, and has 6 campaigns on record. 2 confirmed in 2026.
7 of 7 rows confirmed on their sourceHow we check
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Associate sponsor · TV show · 5 Jan 2026
Co-powered partner of the 2026 season.
Ambassadors
Talent named in Ikea's campaigns. Current means seen in a campaign since April 2025. From campaign credits, not contracts.
| Name | Status | First seen | Latest campaign |
|---|---|---|---|
| Usha Uthup | Current | 5 Sep 2025 | 5 Sep 2025 |
| Danish Sait | Past | 8 Sep 2022 | 8 Sep 2022 |
Campaigns
With the agency and talent where the trade press named them.
Rebrand · 10 Feb 2026
A new brand position for India that treats the home as the starting point of people's ambitions, launched with a manifesto film and three stories, the first following YouTube chef Kabita Singh from a modest kitchen to 15 million subscribers. A 360 rollout across films, social, creator collaborations, stores, the website and app.
Agency: Leo. Talent: Kabita Singh.
Festive · 5 Sep 2025
A festive film by Leo Burnett that plays on the mannequin challenge: a frozen dinner party springs to life the moment food enters, to Usha Uthup and Bappi Lahiri's 'Auva Auva'. Usha Uthup also appeared in store content, and short films pushed festive offers on 700-plus cooking and dining products.
Agency: Leo Burnett India. Talent: Usha Uthup.
Festive · 28 Sep 2024
A Leo Burnett film following a young couple's banter as they plan a festive party that goes off script, backed by 10-second spots showing IKEA products switching roles: a cocktail glass as a mithai bowl, a lamp as a karaoke mic, a bed as a mehendi party spot.
Agency: Leo Burnett India.
Digital/social · 11 Sep 2024
Two digital films by Leo Burnett showing people sleeping so deeply it shows on their faces, to sell IKEA's 'six essentials of sleep' (comfort, light, sound, temperature, air quality, decluttering) to a sleep-deprived country.
Agency: Leo Burnett India.
Ad film · 14 Mar 2023
Two TVCs on clutter in Indian homes: a couple who catalogue a big Kallax shelf and direct their kids to items by shelf number from the sofa, and two brothers racing to find their things in Trofast storage.
Show 1 more
Rebrand · 8 Sep 2022
IKEA's India brand positioning, built around the idea of home as the thing that pulls people together and doubling as an invitation to visit the stores. Creators Mallika Dua, Danish Sait and Jahnavi Dasetty made humorous content around it, and the Gateway of India, Bengaluru's Town Hall and Hyderabad's Chowmahalla Palace were lit up on 17 September to carry the line.
Talent: Mallika Dua, Danish Sait, Jahnavi Dasetty.
2 deals outside India and the Gulf
Rows under the same brand name abroad. Not counted in the numbers above.
None of these rows could be confirmed on their source yet.
2 more rows we could not confirm
The source does not name the brand, names it without saying it sponsored, or could not be loaded and is not trade press or an official page. Not counted anywhere on this page.
In-video ad read · Podcast · 9 Oct 2025
Ikea is promoted with a listener offer link (ikea.com) in the show notes of 6 episodes between 2025-10-09 and 2026-06-25, most recently 'Matt's Big Chonker'.
Integrated segment · YouTube · Undated
Ikea is listed among Nicole Laeno's YouTube sponsors by SponsorRadar, which reads brand deals off the videos themselves. Not announced by either side.
Agencies
Credited on Ikea's campaigns, latest first. Roles (creative, media, PR) are not recorded yet.
| Leo India | 1 campaign | 10 Feb 2026 |
| Leo Burnett India | 3 campaigns | 5 Sep 2025 |
Marketing leadership
As reported in the trade press, with the date and the article.
Against home & building peers
Confirmed deals only. The full home & building leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| Ikea | 1 | 2 | 6 | TV and streaming | 10 Feb 2026 |
| Godrej & Boyce (Appliances, Interio, Locks) | 5 | 4 | 14 | TV and streaming | 17 Aug 2026 |
| Pidilite (Fevicol) | 7 | 3 | 11 | Kabaddi, hockey, tennis and more | 25 Aug 2026 |
| Asian Paints | 5 | 7 | 13 | TV and streaming | 1 Sep 2026 |
| UltraTech Cement | 8 | 1 | 2 | Kabaddi, hockey, tennis and more | 2026 |
Where peers sponsor and Ikea doesn't
| Property | Peers on it |
|---|---|
| Kaun Banega Crorepati season 17 | Godrej & Boyce (Appliances, Interio, Locks), Pidilite (Fevicol), Asian Paints, UltraTech Cement |
| Kaun Banega Crorepati season 18 | Godrej & Boyce (Appliances, Interio, Locks), Pidilite (Fevicol), UltraTech Cement |
| Pushpa 2: The Rule | Pidilite (Fevicol), UltraTech Cement |
| Pro Kabaddi League | Pidilite (Fevicol), UltraTech Cement |
| Jawan | Godrej & Boyce (Appliances, Interio, Locks), Asian Paints |
| Jaipur Pink Panthers | Pidilite (Fevicol) |
| U Mumba | Pidilite (Fevicol) |
| Tamil Thalaivas | Asian Paints |
Questions people ask
What does Ikea sponsor?
Ikea has 1 confirmed sponsorship property on record, mostly in tv and streaming, including MasterChef India (2026 season). The latest is dated 10 Feb 2026.
Who are Ikea's brand ambassadors in 2026?
Campaigns since April 2025 feature Usha Uthup. This comes from campaign credits in the trade press, not from endorsement contracts.
Which agency works on Ikea's campaigns?
Credited on Ikea campaigns: Leo India (1 campaign, latest 10 Feb 2026); Leo Burnett India (3 campaigns, latest 5 Sep 2025).
Know when Ikea signs something new
One email when Ikea or a home & building rival signs a sponsorship, an ambassador or a campaign.
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