The much-anticipated India-Pakistan cricket clash in the Asia Cup 2025 has been overshadowed by boycott calls and political overtones, contributing to a muted commercial response. Traditionally the crown jewel for advertisers, the fixture has this year seen advertising rates fall by 15 to 20 per cent, a rare dip for one of cricket’s most bankable events.
According to a Business Standard report, the average rate for a 10-second advertising spot during past India-Pakistan Asia Cup matches ranged from Rs 10 lakh to Rs 15 lakh on linear television. For ICC tournaments, that figure often climbs to Rs 20 lakh. Yet Sunday’s contest in Dubai has struggled to match those highs, with advertisers citing both political headwinds and market disruptions.
How real money gaming ban disrupted market?
Industry executives argue the biggest blow has come from the sudden ban on the real money gaming (RMG) sector, historically one of cricket’s most aggressive advertisers. Without its hefty spending, demand for ad slots has weakened. Geopolitical tension between India and Pakistan has only added to the hesitation among certain brands.
Lower viewership for non-India matches such as those involving the United Arab Emirates, Hong Kong, Bangladesh and Oman, has also dragged down the overall momentum of the tournament, which began on September 9.
Flat-rate strategy by broadcasters
Sony Pictures Networks India (SPNI), which owns Asian Cricket Council media rights until 2031, has responded with a flat-rate pricing model. It has bundled seven key matches, likely to include India games, at Rs 16 lakh per 10-second slot on linear television, with all other fixtures included in the package.
Meanwhile, connected TV (CTV) rates remain higher, ranging between Rs 20 lakh and Rs 24 lakh per 10-second slot, said Vivek Menon, managing partner at NV Capital. He noted that while CTV pricing has held steady, the absence of gaming companies has created a visible dent in the advertising pool.
Digital segment still premium
In digital streaming, however, the rivalry continues to command a premium. Standard Asia Cup pre-roll rates are around Rs 275 for 10 seconds, rising to Rs 500 for India matches and peaking at Rs 750 for the India-Pakistan encounter. This reflects the continued appeal of the fixture among younger, digitally savvy audiences.
Consumer brands to fill the gap
With the onset of the festive season and recent Goods and Services Tax (GST) announcements by the government, new categories are expected to step in. Fast-moving consumer goods (FMCG), automobiles, decorative paints, financial services, insurance, mobile handsets and tyres are among the sectors likely to dominate ad spends for Sunday’s showdown.
The absence of a lead sponsor for Team India has also taken the shine off rates. Still, executives argue that major brands will not pass up the opportunity. “For advertisers, an India-Pakistan clash is unparalleled in reach and recall,” one senior executive noted.
Despite the commercial slowdown, the cricket remains as fierce as ever. India, led by Suryakumar Yadav, enter the match as favourites, while Pakistan aim for a third Asia Cup title.