Television advertisers will have to shell out as much as Rs 16 lakh for a 10-second spot during the India–Pakistan match at the Asia Cup 2025, making it one of the most expensive ad buys in cricket outside a World Cup, ET reported. The Group A encounter, scheduled for September 14 at the Dubai International Cricket Stadium, has driven record demand among brands eager to tap into what is expected to be the most-watched sporting event of the year.
According to the rate card shared with advertisers by Sony Pictures Networks India (SPNI), which holds the broadcast and digital rights, the cost of associating with India’s matches has been sharply benchmarked above non-India fixtures. Spot-buy packages across the tournament are priced at Rs 16 lakh per 10 seconds, while premium sponsorship slots have been positioned to capitalise on India’s fixtures, particularly the marquee clash against Pakistan.
Premium inventory across TV and digital
On television, co-presenting sponsorships are being offered at Rs 18 crore, while associate sponsorships stand at Rs 13 crore. The ad card reflects SPNI’s strategy of anchoring much of its inventory value around India’s three group-stage matches, with September 14 expected to see near-100% fill rates.
The broadcaster is also monetising its streaming platform, Sony LIV, aggressively. Co-presenting and highlights partnerships have been priced at Rs 30 crore each, while “co-powered-by” packages are pegged at Rs 18 crore. Nearly one-third of all digital ad inventory has been reserved for India matches, with differential pricing applied across formats. Pre-rolls, for instance, will cost brands Rs 750 per 10 seconds for the India–Pakistan match, against Rs 275 for non-India fixtures. Mid-rolls are priced at Rs 600 for the marquee game, nearly triple the base rate. Connected TV ads carry the steepest premium at Rs 1,200 for the India–Pakistan fixture.
Asia Cup 2025: Commercial stakes rise
The Asia Cup, to be played in the T20I format from September 9 to 28 across Dubai and Abu Dhabi, will feature 19 matches among eight teams. India begins its campaign against the UAE on September 10 before the high-voltage tie against Pakistan, and will close the group stage against Oman on September 19.
While the cricketing spotlight will undoubtedly be on the India–Pakistan fixture, the advertising market has already declared its verdict. With rates rivalling ICC tournament benchmarks, Asia Cup 2025 underscores how bilateral rivalries continue to command unmatched commercial value in cricket’s media economy.