Cricket’s most electrifying rivalry is once again proving its unmatched commercial pull. According to industry reports, TV advertisement rates for the India vs Pakistan clash in the upcoming Asia Cup 2025 have skyrocketed to record levels, forcing brands to dig deeper than ever before to secure prime-time slots.
A Rivalry That Commands Big Money
Few sporting events command the kind of attention that an India–Pakistan cricket match does. The high-voltage encounters not only draw packed stadiums but also attract millions of viewers across television and streaming platforms. Naturally, advertisers see this as a golden opportunity to showcase their products before one of the largest live audiences in global sport.
Reports suggest that the cost of a 10-second ad slot during the match broadcast has surged to unprecedented figures, making it among the most expensive advertising opportunities in the cricketing calendar.
How Much Are Brands Paying?
Industry insiders reveal that brands may now have to shell out between Rs 20–25 lakh for just a 10-second spot during the live broadcast. This marks a steep jump compared to other Asia Cup fixtures, where the average rate per 10-second ad is reportedly less than half that amount.
Digital streaming platforms are witnessing similar hikes, with premium ad packages, in some cases, crossing Rs 1 crore for short-duration campaigns surrounding the marquee fixture.
Why Such a Surge?
The surge in rates is not surprising, given the unparalleled hype around an India–Pakistan showdown. Several factors are driving this spike:
- Massive Viewership: The clash is expected to attract more than 200 million viewers globally, with record-breaking numbers projected on OTT platforms.
- Scarcity of Slots: Broadcasters have a limited number of ad spots to sell, and demand far outstrips supply.
- Emotional Engagement: The Indo-Pak rivalry isn’t just sport—it’s an event of cultural and national significance, leading brands to pay top dollar for consumer recall.
Brands Still Lining Up
Despite the steep costs, top companies are reportedly lining up to secure prime slots. From FMCG giants and automobile makers to fintech platforms and smartphone brands, advertisers are keen to be part of what they see as a once-in-a-year marketing jackpot.
Marketing experts note that even smaller brands are considering shorter-duration, high-impact campaigns specifically targeted around the India–Pakistan game, given the unmatched reach and emotional connect.
What This Means for Broadcasters
For broadcasters, the India–Pakistan fixture is a revenue goldmine. Industry estimates suggest that advertising revenues from this single game could equal or even surpass the earnings from multiple other matches combined. This explains why broadcasters aggressively bid for tournament rights, knowing that the India–Pakistan showdown alone can offset significant costs.
Looking Beyond: The Bigger Picture
While the focus is firmly on the India–Pakistan clash, the surge in ad rates also points to a broader trend—cricket remains the single most lucrative property in India’s advertising landscape. Even as digital platforms and OTT consumption rise, live cricket continues to command unparalleled loyalty and mass engagement.
With India set to play multiple high-stakes matches in the coming months, including the World T20 and the Champions Trophy, advertisers may have to adjust their budgets significantly to keep pace with the escalating costs of associating with the sport.
The India vs Pakistan Asia Cup 2025 encounter is more than just a cricket match—it’s a cultural phenomenon that unites and divides fans in equal measure. For advertisers, it’s a golden ticket to reach millions, albeit at a premium. As one industry expert summed it up: “You don’t calculate ROI for an India–Pakistan match; you calculate visibility and legacy.”