New Delhi
Post-Operation Sindoor, the India-Pakistan match in the Asia Cup on Sunday has evoked more than its usual share of heightened debate. There are calls for a match boycott on the social media while lovers of the game are hoping for an exciting Sunday.
But despite the polarised atmospherics, the official media rights holder, Sony Pictures Networks India, said it has witnessed strong traction from brands for the tournament as well as the India-Pakistan match.
Earlier this week, the Asian Cricket Council said that besides DP World as the title sponsor, brands such as Wonder Cement, Haier, Vimal Elaichi, Spinny, Hero MotoCorp, Beyond Development, Havells, Groww, Ozone Locks and Hero FinCorp have come onboard as sponsors.
Meanwhile, SPNI has roped in Hero MotoCorp, JK Tyre, Asian Paints, Vimal Elaichi and Mountain Dew as co-presenting sponsors.
Tremendous success
Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India said: “The Asia Cup 2025 has been a tremendous success, and we have got close to 40 brands already on board for television. India versus Pakistan is the marquee clash of the tournament which is even a bigger attraction for brands and has been a total 100 per cent sell-out. In fact, most of the matches, both India and non-India matches, are at a 100 per cent sell-out and we are still receiving strong interest from brands for the tournament.”
Danish Khan, Business Head, Sony LIV and Studio Next, Sony Pictures Networks India added, “We are completely sold out on CTV for the India-Pakistan match, and only a small amount of inventory remains on mobile and web, which is also seeing strong demand.”
But media planners have mixed views. Some have pointed out that the tepid sentiment around the match has impacted both advertiser interest and the quantum of premium the official media rights holder has been able to charge for the marquee match.
Big Buzz
Sarfaraz Ansari, Senior Vice President, Mudramax said, “Usually one sees high buzz around India-Pakistan matches. But overall there seems to be muted sentiment around the upcoming India-Pakistan clash slated for Sunday in the Asia Cup. One also sees a huge spike in spot rates for ads for such matches, but due to a lukewarm start to the tournament, the ad rates have bucked previous trends.”
Naveen Khemka, President-Client Solutions, WPP Media said that there has been good advertiser demand for Asia Cup, especially for the India-Pakistan match, which attracts strong viewership.
Meanwhile, PVR INOX said it will be showcasing the India matches on the big screens. “We are currently awaiting permissions in certain states and will soon expand screenings across 200+ screens nationwide. We are expecting a fantastic turnout for the Asia Cup matches,” said Aamer Bijli Lead Specialist – Innovation, Film Marketing and Digital Programming, PVR INOX said.
Published on September 12, 2025
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