Asia Cup: Sony sets top ad rates for India-Pakistan clash

Mumbai: The ad inventory for India's upcoming Asia Cup matches, including the high-profile clash against arch-rivals Pakistan, has been priced at ₹14-16 lakh per 10-second slot, according to the ad rate card issued to advertisers by official media rights holder Sony Pictures Networks India (SPNI).

SPNI, which secured the Asia Cup media rights till 2031 for $170 million, will air the tournament on Sony Sports Network and stream it on SonyLIV.

For television, co-presenting sponsorship is pegged at ₹18 crore, while associate sponsorship is priced at ₹13 crore. A spot-buy package covering all India and non-India matches is priced at ₹16 lakh per 10 seconds, amounting to ₹4.48 crore.


On the digital side, SonyLIV is offering multiple sponsorship options. Co-presenting and highlights partner packages are priced at '30 crore each, while the co-powered-by package is at '18 crore. Digital ad inventory will be evenly distributed across matches, with 30% reserved for India games.

"Asia Cup will see good demand since it's happening in the pre-festive season and the India-Pakistan match is a big draw. This year, Diwali is coming early, so a lot of advertising activity will begin in September," said Navin Khemka, president-client solutions, WPP Media.

The Asia Cup 2025 will be played in the T20 format, featuring eight teams and 19 matches, including three India-Pakistan encounters.

Rates for digital spots across all matches are ₹275 per 10 seconds for pre roll ads, ₹225 for midrolls, and ₹450 for Connected TV (CTV) ads. For India matches, these rise to ₹500 for pre rolls, ₹400 for midrolls, and ₹800 for CTV ads. The India-Pakistan game commands the highest rates at ₹750 for pre rolls, ₹600 for midrolls, and ₹1,200 for CTV ads.

Meanwhile, sources say the Asian Cricket Council has signed sponsorship deals with title sponsor DP World; global sponsors Wonder Cement, Spinny, and Groww; and official partners Royal Stag Packaged Drinking Water, Haier, Daikin, and Ozone.

Media agencies estimate the sponsorship values at between ₹10 crore and ₹20 crore.