Record-breaking ad rates for Pak-India Asia Cup clash spark media frenzy

DUBAI: The highly anticipated Pakistan-India encounter in the Asia Cup 2025, scheduled for September 14 in Dubai, is already smashing records—not on the field, but in the advertising market.

According to figures released by Indian media, the cost of a 10-second TV commercial during the marquee clash has soared to over Rs 5.1 million, underscoring both the commercial might of cricket and the unparalleled global attention this rivalry commands.

The sponsorship race has reached staggering heights, with co-presenting broadcast deals reportedly exceeding Rs 5.8 billion and associate sponsorships crossing Rs 4.1 billion.

For Pakistan-based advertisers, securing a spot-buy TV package alone now comes with a price tag of more than Rs 1.4 billion.

Digital platforms are witnessing an equally aggressive bidding war.

Read more: PCB announces squad for tri-nation series, Asia Cup: Babar Azam, Rizwan dropped

Reports suggest digital co-presenting sponsors and highlights partners will collectively contribute upwards of Rs 9.6 billion, while the “co-powered by” digital package has been acquired for over Rs 5.8 billion.

With nearly a month to go, the unprecedented advertising rush underlines how the Pakistan-India cricket rivalry has transformed into one of the world’s most lucrative media spectacles.

More than a sporting contest, the Asia Cup 2025’s flagship fixture is shaping up as a billion-rupee business phenomenon.