Core Points - Heineken has renewed its partnership with UEFA Women's Champions League, extending the agreement until June 2030, building on its support since 2021 [3][6] - The new agreement covers the 2025 - 2030 commercial cycle, reinforcing Heineken's long-term commitment to the competition [3][6] Company Commitment - Heineken's partnership aims to enhance the global appeal of the UEFA Women's Champions League and celebrate the growth of women's football [6] - The partnership allows Heineken to deliver creative campaigns that promote inclusivity and diversity in women's football fandom [6] Partnership Benefits - Heineken will have extensive rights including ticketing, hospitality, in-stadium visibility, digital campaigns, and unique fan experiences [6] - The partnership will focus on activations that unite fans and create moments of connection around their shared passion for the game [6] League Format - The 2025/26 season will introduce a new 18-team league phase competition, providing more high-profile matches and opportunities for fan engagement [5]

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]