The India vs Pakistan Asia Cup ads market has surged ahead of the September 14 showdown in Dubai. Asia Cup 2025 begins on September 9 in the UAE with Afghanistan facing Hong Kong. However, the India–Pakistan fixture has already become the biggest talking point of the tournament.
Although political tensions continue, organizers kept both teams in the same group to preserve the marquee clash. As always, the rivalry promises enormous viewership. Therefore, brands are pushing hard to secure advertising slots, even at record prices.
According to the Economic Times, India’s matches now carry ad rates of Rs 14–16 lakh per 10-second slot. Sony TV, which controls broadcasting and streaming rights, set the pricing after evaluating the demand. Consequently, the India vs Pakistan match has turned into the most expensive advertising opportunity in the competition.
On television, co-presenting sponsorships cost Rs 18 crore, while associate sponsorships stand at Rs 13 crore. Moreover, spot-buy packages reach Rs 16 lakh per 10 seconds across all games, or about Rs 4.48 crore for a complete set.
Sony LIV has also designed strong digital offerings. For instance, co-presenting and highlights partners must each pay Rs 30 crore, while the co-powered-by package stands at Rs 18 crore. In addition, 30% of all digital ads are reserved exclusively for India games, boosting their value even further.
Ad prices also vary by format. For example, pre-rolls cost Rs 275 per 10 seconds, but they rise to Rs 500 for India matches and Rs 750 for the India–Pakistan clash. Similarly, mid-rolls cost Rs 225 for regular games, Rs 400 for India fixtures, and Rs 600 for the marquee encounter. Connected TV ads begin at Rs 450, climb to Rs 800 for India matches, and reach Rs 1,200 for the big game.
The surge in India vs Pakistan Asia Cup ads underlines the unmatched commercial power of the rivalry. Because no other cricket match generates the same scale of interest, advertisers willingly pay steep rates. Furthermore, with millions expected to tune in worldwide, the contest remains the ultimate stage for brands seeking visibility.
