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The Asia Cup 2025 will be launched on September 9 in the United Arab Emirates as Afghanistan will take on Hong Kong in the opening match. However, already there is a tension among the lovers of cricket as the tension is increasing over a high-voltage match between India and Pakistan, to be held on September 14 in Dubai.
India-Pakistan Match Drives Viewer Frenzy
India vs Pakistan matches are always accompanied by huge fanfare, and usually produce some of the most iconic moments in the history of the game. Experts say that companies are always willing to place their advertisements during such matches since there are so many viewers. The brands will be forced to pay higher figures than ever before to gain airtime this year.
Due to the tensions between the countries, the tournament was called to be canceled but the Asia Cup was successfully held. India and Pakistan were placed in the same group that ensured the much-awaited confrontation despite the political pressure.
Sony TV has the broadcasting and streaming rights to the Asia Cup 2025 and according to Economic Times, advertisement slots during the Indian matches have been sold at a staggering price of Rs 14 16 lakh per 10 seconds. Ad packages have been designed to accommodate different sponsors:
- Co-presenting sponsorship: Rs 18 crore
- Associate sponsorship: Rs 13 crore
- Spot-buy package (all India and non-India games): Rs 16 lakh per 10 seconds, or Rs 4.48 crore
These rates are an indication of the unparalleled audience that India-Pakistan games attract, thus the most costly in the tournament.
Digital Deals Surge in Value
Online streaming such as Sony LIV is also riding on the stardom of India. Digital ad packages:
- Co-presenting and highlights partner: Rs 30 crore each
- Co-powered-by package: Rs 18 crore
One third of all the digital advertising space will be dedicated to matches involving India and a premium pricing will be charged on the India-Pak game. When the subcontinent rivals are playing, there is high increase in rates in pre-rolls, mid-rolls and connected TV advertisements.
Pre-Rolls, Mid-Rolls and CTV Ads are a Fortune
Sony LIV ad rates per format are out of this world on India-Pakistan match:
- Pre-rolls: Rs 275 per 10 seconds (Rs 500 for India games; Rs 750 for India-Pakistan)
- Mid-rolls: Rs 225 (Rs 400 for India games; Rs 600 for India-Pakistan)
- Connected TV ads: Rs 450 (Rs 800 for India games; Rs 1,200 for India-Pakistan)
As the face-off between India and Pakistan is slated to take place on September 14 with the final on September 28, advertisers are fighting it out to avail space. Analysts observe that these eyewatering advertisement rates not only reflect the enormous popularity of the cricket in the South Asian region but also the commercial goldmine that big matches still are.
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