The cricketing world is bracing for one of its most electrifying spectacles as India prepares to face arch-rivals Pakistan in the Asia Cup 2025. But while fans are counting down to the September 14 showdown in Dubai, advertisers are already in a bidding war for airtime — with rates skyrocketing to a staggering ₹16 lakh for just 10 seconds of television exposure during the marquee clash.
This unprecedented surge in ad pricing reflects the unmatched commercial magnetism of the India–Pakistan rivalry, which continues to be the crown jewel of cricket broadcasting. According to the ad rate card issued by Sony Pictures Networks India (SPNI), the official broadcaster of the tournament, the India–Pakistan match is commanding the highest rates across both TV and digital platforms.
The Price of Prime-Time Cricket
Advertisers looking to grab eyeballs during the India–Pakistan match will need deep pockets. Here’s a breakdown of the ad pricing:
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TV Spot-Buy Package: ₹16 lakh per 10 seconds
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Co-presenting Sponsorship: ₹18 crore
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Associate Sponsorship: ₹13 crore
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Digital Pre-roll Ads: ₹750 per 10 seconds for India–Pakistan matches
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Mid-roll Ads: ₹600 per 10 seconds
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Connected TV Ads: ₹1,200 per 10 seconds
These rates are nearly triple the base pricing for non-India fixtures, underscoring the premium advertisers are willing to pay for visibility during the most-watched cricket event outside of the World Cup.
Tournament Overview
The Asia Cup 2025 will be played in the T20 format, featuring eight teams and 19 matches between September 9 and 28. Group A includes India, Pakistan, UAE, and Oman, while Group B features Sri Lanka, Bangladesh, Afghanistan, and Hong Kong. The top two teams from each group will advance to the Super Fours.
India’s group-stage matches are scheduled as follows:
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September 10: India vs UAE (Dubai)
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September 14: India vs Pakistan (Dubai)
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September 19: India vs Oman (Abu Dhabi)
The final will be held on September 28 at the Dubai International Cricket Stadium.
Why the Surge?
The India–Pakistan rivalry is more than just a cricket match — it’s a cultural phenomenon. With diplomatic tensions often spilling into sporting arenas, every encounter between the two nations draws massive viewership across South Asia and the global diaspora.
Media agencies estimate that the September 14 clash could attract over 300 million viewers across platforms, making it one of the most lucrative advertising opportunities of the year. Sony’s aggressive pricing strategy reflects this demand, with nearly 30% of all digital ad inventory reserved exclusively for India matches3.
Sponsors and Partners
The Asian Cricket Council (ACC) has already secured a robust lineup of sponsors:
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Title Sponsor: DP World
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Global Sponsors: Wonder Cement, Spinny, Groww
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Official Partners: Royal Stag Packaged Drinking Water, Haier, Daikin, Ozone
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Digital sponsorship packages are also commanding premium rates:
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Co-presenting & Highlights Partner: ₹30 crore each
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Co-powered-by Package: ₹18 crore4
Industry Impact
The Asia Cup’s commercial success is a testament to cricket’s enduring appeal in the advertising world. With brands from FMCG, fintech, auto, and telecom sectors vying for visibility, the tournament is expected to generate over ₹500 crore in ad revenue.
Experts believe this trend will continue into the ICC Champions Trophy 2026 and the IPL 2026, with broadcasters leveraging marquee fixtures to drive up inventory value.
Sources: News18, NewsBytes: Asia, Business Standard, Tribune India:
