Despite Calls for Boycott, Asia Cup’s India-Pakistan Match is a “100% Sellout” for Advertisers

Core Insights - The India-Pakistan match in the Asia Cup has generated significant debate and calls for a boycott, yet there is strong brand interest in the tournament [1] - Sony Pictures Networks India (SPNI) has reported robust sponsorship engagement, with nearly 40 brands on board for the Asia Cup 2025 [3] Sponsorship and Advertising - The Asian Cricket Council has secured multiple sponsors for the tournament, including DP World as the title sponsor and brands like Wonder Cement and Hero MotoCorp [2] - SPNI has also engaged co-presenting sponsors such as Hero MotoCorp and Asian Paints, indicating a diverse sponsorship portfolio [2] Media Rights and Viewership - SPNI claims a complete sell-out for the India-Pakistan match on connected TV, with limited inventory remaining for mobile and web platforms [3] - Despite the sell-out status, mixed sentiments exist among media planners regarding advertiser interest and the premium rates for the match [3][4] Market Sentiment - There is a noted muted sentiment surrounding the India-Pakistan clash, which has affected ad rates and overall buzz compared to previous tournaments [4] - Advertiser demand remains strong for the Asia Cup, particularly for the marquee India-Pakistan match, which typically garners high viewership [4] Event Screenings - PVR INOX plans to showcase the India matches on over 200 screens nationwide, anticipating a strong turnout for the Asia Cup [5]