BCCI has announced India’s squad for the Asia Cup 2025. But the real buzz is not about the team—it’s about SonyLIV’s record-breaking ad rates for the India vs. Pakistan clash on September 14.
Sky-High Ad Rates for TV
For the Asia Cup 2025 broadcast, SonyLIV and its TV partners have set steep prices. On television, a “co-presenting” sponsorship costs ₹18 crore, while an “associate” package is priced at ₹13 crore. A single 10-second TV spot goes for ₹16 lakh.
Digital Ads Even More Costly
Digital advertising on SonyLIV follows a tiered model. “Co-presenting” and “highlights partner” packages are pegged at ₹30 crore each. A “co-powered-by” deal is ₹18 crore. Around 30% of digital inventory is reserved for India matches.
India-Pakistan Match Premium
For the India–Pakistan clash, digital ad rates surge further. A 10-second “pre-roll” costs ₹750, while “mid-roll” ads are ₹600. The most expensive are Connected TV spots, at ₹1,200 per 10 seconds. These rates far exceed non-India games.
Cricket as Big Business
These soaring prices show how commercial interests outweigh politics or emotions. India vs. Pakistan games are treated as premium properties, with brands eager to cash in on unmatched viewership. The rivalry has become less about cricket, more about commerce.
Viewers Question SonyLIV
Many Indian fans feel angry about normalising matches with Pakistan despite political tensions. Calls for boycotts have grown, but SonyLIV appears to prioritise market demand over public sentiment. The streamer has clearly chosen business over emotions.
The Market Has Spoken
The squad is ready, the date is set, and ad slots are nearly sold out. SonyLIV has made its gamble, betting that India–Pakistan’s blockbuster appeal will outweigh any backlash. The coming weeks will reveal if the platform’s risk pays off.
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