The cricketing world anticipates the return of the India versus Pakistan rivalry in the 2025 Asia Cup, with their Group A match scheduled for September 14. This high-stakes game will take place at the Dubai International Cricket Stadium, generating significant interest from fans and advertisers alike. The Asia Cup 2025, a T20I tournament, will involve eight teams competing in Dubai and Abu Dhabi from September 9 to 28. India’s initial match is against the United Arab Emirates (UAE) on September 10 in Dubai, leading to the highly anticipated India-Pakistan encounter. India will play its final group stage game on September 19 versus Oman in Abu Dhabi. Broadcasters are positioning themselves to profit from the high demand surrounding the India-Pakistan contest. Advertising slots during India’s matches are priced between Rs 14–16 lakh per 10 seconds, with the India-Pakistan game demanding the highest price. A 10-second advertisement during the India-Pakistan match will be priced at Rs 16 lakh, underscoring the enormous commercial appeal of this rivalry. Sponsorship packages available include co-presenting sponsorship at Rs 18 crore, associate sponsorship at Rs 13 crore, and spot-buy packages at Rs 16 lakh per 10 seconds. Sony LIV, the digital rights holder, has made major ad deals: Co-presenting and highlights partner deals are valued at Rs 30 crore each. Digital ads are allocated: 30% of all digital ads are reserved for India matches. Digital ad rates vary based on placement: Pre-rolls cost Rs 275 per 10 seconds (increasing to Rs 500 for India games, Rs 750 for India-Pakistan), mid-rolls cost Rs 225 per 10 seconds (Rs 400 for India games, Rs 600 for India-Pakistan), and connected TV ads cost Rs 450 (Rs 800 for India games, Rs 1,200 for India-Pakistan). The India vs. Pakistan fixture is a key event in Asian cricket, attracting huge audiences and frequently breaking viewership records. The timing of the match on a Sunday evening in Dubai is ideal for widespread viewership. For India, the contest is about more than just a group stage game; it’s a display of pride and an opportunity to establish momentum before the knockout stages.
