A 10-second TV ad during the India vs Pakistan clash in the Asia Cup 2025 now costs ₹16 lakh — among the highest ever in the tournament’s history. The rivalry isn’t just thrilling fans on the field; it’s also breaking records off it.
The Cost of 10 Seconds on TV
Ad slots for India’s games range between ₹14–16 lakh per 10 seconds. For context, other Asia Cup matches cost much less, while IPL games often match or even exceed these rates. Only World Cup blockbusters go higher.
Sponsorship Packages (TV)
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Co-presenting sponsor: ₹18 crore
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Associate sponsor: ₹13 crore
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Spot-buy package (all matches): ₹4.5 crore
These packages guarantee brands’ visibility across the entire tournament, not just the marquee clash.
Digital Ads: The New Goldmine
Streaming is an even bigger opportunity. On SonyLIV, sponsorship packages are sky-high:
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Co-presenting sponsor: ₹30 crore
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Highlights partner: ₹30 crore
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Co-powered by partner: ₹18 crore
Around 30% of all digital ad inventory is reserved specifically for India matches.
Digital Ad Rates (Per 10 Seconds)
| Type of Ad | Regular | India Matches | India vs Pakistan |
|---|---|---|---|
| Pre-roll | ₹275 | ₹500 | ₹750 |
| Mid-roll | ₹225 | ₹400 | ₹600 |
| Connected TV | ₹450 | ₹800 | ₹1,200 |
For India–Pakistan, rates nearly triple compared to regular Asia Cup matches.
How This Compares to the Past
In previous Asia Cups, even the biggest matches rarely exceeded ₹10 lakh per 10 seconds. Jumping to ₹16 lakh this year highlights the massive commercial value of this historic rivalry.
Why Advertisers Pay So Much
The reason is simple: audience power. India vs Pakistan is among the most-watched sporting events on the planet, pulling viewers not just from South Asia but also the Middle East, the UK, the US, and beyond. For brands, it’s the ultimate chance to reach a global audience in one shot.
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