India-Pakistan games spark massive advertiser demand
Ad rates for the 2025 Asia Cup are surging as brands jostle for premium visibility, especially during the high-stakes India-Pakistan matches. Media rights holder Sony Pictures Networks India (SPNI) has released a rate card reflecting soaring interest, with 10-second TV ad slots priced between ₹14 lakh and ₹16 lakh (approx. $15,998 to $18,282) for India games.
The India-Pakistan clashes—possibly three in total—are commanding the highest rates, outpacing previous Asia Cup editions. The entire tournament will be broadcast on Sony Sports Network and streamed on SonyLIV, as SPNI holds exclusive media rights until 2031.
According to a report by Economic Times journalist Javed Farooqui, advertisers are already lining up for packages across both platforms, with inventory expected to sell out months ahead of the tournament.
TV sponsorship packages top ₹18 crore ($2.06 million)
On television, co-presenting sponsorships are priced at ₹18 crore (approx. $2,056,908), while associate sponsorships come in at ₹13 crore (approx.$1,485,544). For brands looking for flexibility, a spot-buy package covering both India and non-India matches is available at ₹16 lakh (approx. $18,282) per 10 seconds—totaling ₹4.48 crore (approx.$511,941).
These numbers represent one of the highest ad rates in the history of the Asia Cup, underscoring the value of Indian eyeballs during marquee cricket events.
Digital advertising on SonyLIV matches the hype
SPNI is also offering high-impact digital sponsorship deals on SonyLIV, tapping into India’s rapidly growing OTT viewership.
The co-presenting and highlights partner packages are each priced at ₹30 crore (approx. $3,428,179), while the co-powered-by package is being offered at ₹18 crore (approx. 2,056,908). As per the ad rate card, 30% of digital ad inventory is reserved exclusively for India matches, reflecting where the viewership—and value—truly lies.
Match format and premium digital slots
The Asia Cup 2025 will be played in the T20 format, featuring eight teams and 19 matches, including three India-Pakistan fixtures—a setup that’s proving irresistible to marketers looking to reach millions of engaged fans in a short format.
Digital ad pricing has also been tiered based on match appeal:
Pre-roll ads (per 10 seconds): ₹275 ($3.14) for non-India games, ₹500 ($5.71) for India games, and ₹750 ($8.57) for India-Pakistan games
Mid-roll ads (per 10 seconds): ₹225 ($2.57) for non-India games, ₹400 ($4.57) for India games, and ₹600 ($6.85) for India-Pakistan games
Connected TV (CTV) ads (per 10 seconds): ₹450 ($5.14) for non-India games, ₹800 ($9.14) for India games, and ₹1,200 ($13.71) for India-Pakistan games
This pricing structure incentivizes brand participation across tiers, while clearly rewarding investment in the most-watched fixtures.
Premium timing ahead of festive season
The scheduling of the Asia Cup ahead of India’s festive calendar is playing a major role in driving advertiser interest.
“Asia Cup will see good demand since it’s happening in the pre-festive season and the India-Pakistan match is a big draw. This year, Diwali is coming early, so a lot of advertising activity will begin in September,”
— Navin Khemka, president-client solutions, WPP Media, said as quoted by Economic Times
With campaigns ramping up earlier than usual due to an early Diwali, brands are eager to lock in inventory during this critical sales window.
Blue-chip sponsors already on board
The Asian Cricket Council (ACC) has already brought in DP World as title sponsor, along with Wonder Cement, Spinny, and Groww as global sponsors. Official partners include Royal Stag Packaged Drinking Water, Haier, Daikin, and Ozone.
Media agencies estimate sponsorship values for these deals between ₹10 crore and ₹20 crore (approx. $1,142,726 to $2,285,453), depending on the level and platform.
A lucrative lead-in to a packed cricket calendar
With the Asia Cup serving as a prelude to major ICC tournaments and global league action, SPNI’s aggressive monetization strategy is expected to pay off handsomely.
The high rates for both linear TV and digital reflect not just India’s dominance in cricket broadcasting, but also the growing maturity of the cricket ad market, where timing, rivalry, and platform reach converge to create premium value.
