Nexxen International Ltd. (NASDAQ: NEXN) announced a partnership with V, operator of the VIDAA OS smart TV operating system, to provide advertisers access to soccer audiences during summer 2026.

The collaboration enables advertisers to use Nexxen's demand-side platform or supply-side platform to programmatically plan campaigns on V's smart TV network across Hisense and Toshiba devices, reaching millions of households in global markets.

V's platform offers native home screen placements that appear when viewers turn on their televisions, positioning brands before users navigate to live matches or other content. The VIDAA OS operates across 400 TV brands in more than 180 markets, according to the company.

As part of the partnership, select brands will have access to experiential activations including match attendance and Hisense products through the TV manufacturer's marketing program for the FIFA World Cup 2026, where Hisense serves as an official sponsor.

"Major sports tentpole events are some of the few remaining moments that deliver truly massive, shared attention, but how and where that attention manifests has fundamentally changed," said Ofer Druker, CEO of Nexxen.

Guy Edri, co-founder and CEO of V, stated that the partnership provides advertisers a way to reach audiences "in the moment that matters most, at scale, for the most popular sport on the planet."

Nexxen operates advertising technology platforms and maintains offices across North America, Europe and Asia-Pacific. V's VIDAA OS serves as the operating system for smart TVs manufactured by multiple brands globally.