Asia Cup Ind vs Pak: Brands hold back amid boycott calls

The India–Pakistan clash in the Asia Cup 2025, usually the ultimate magnet for advertisers with sky-high rates and frenzied demand, turned into an unusually cautious affair this year.

Despite its reputation as cricket’s most valuable broadcast property, several brands stayed away, spooked by the charged political climate and public calls for a boycott.

According to industry experts, advertisers feared being caught in a sentiment backlash rather than worrying about viewership.

Anil Solanki, Senior Director, Dentsu X, said: “India–Pakistan matches usually attract a rush of advertisers and higher ad rates, but this time most brands kept away. There was a strong sentiment among sections of the public questioning why India should even be playing Pakistan. Two weeks before the match itself, there was talk of a possible boycott, and on the day of the game, the apprehension remained.

“Brands feared backlash if they associated with a game that some audiences opposed on national interest grounds. Even in the stadium, nearly 30% of the seats were empty, which is unusual for such a marquee game. As a result, advertisers stayed cautious. Only three to four brands came on board, even on OTT platforms.” 

Beyond cricket

A marketing expert observed that many marketers wanted to avoid being labelled “traitors” with some influencers had been calling out brands associating with the clash.

Nikita Dilip Gupta, AVP–Marketing at Tata Capital, agreed, noting, “During the Indo-Pak Asia Cup match, there appeared to be fewer ads than usual. One possible reason could be that many marketers preferred to take a more cautious approach around the event, considering the high level of audience sentiment and sensitivity attached to the rivalry.”

As per sources, ad slots for the India-Pakistan match held on Sunday were kept at ₹40–50 lakh per 10-second slot on television and ₹1,200–1,400 CPM for digital, though some executives said these were down by 10–15% compared to the last edition.

ICC earnings

Sources close to broadcaster Sony Pictures Networks India (SPNI), maintained that advertiser response was phenomenal with ad slots on TV and OTT being completely sold out.

The mixed signals from the market reflect a larger churn in cricket advertising.

The Asia Cup 2025, which began on September 9 in the UAE, is the first major sports tournament after India’s ban on RMG advertising.

For over a decade, fantasy and real money gaming platforms had been among the most aggressive sponsors in cricket, spending heavily on ad slots, endorsements and production deals. Their exit has left a visible dent.

SPNI, the rights holder of Asian Cricket Council (ACC) matches until 2031, has tried to offset risks by offering advertisers bundled packages — with seven key matches, including India fixtures, sold at a flat ₹16 lakh per 10-second slot on TV, while Connected TV inventory fetched between ₹20–24 lakh per spot. Digital rates hovered at ₹275 per 10-second pre-roll, with India matches priced at ₹500 and the India–Pakistan game commanding a ₹750 premium, experts said.

Even with some rate softening and the absence of gaming advertisers, industry experts believe cricket’s inherent pull and the festive season will keep demand intact, with FMCG, auto, e-commerce, consumer durables, and fintech players expected to fill the void. Still, the muted advertiser turnout for the marquee India–Pakistan clash underlines how geopolitics and regulation have collided to reshape the contours of cricket advertising in 2025.

In the last edition in 2023, India-Pak match during Asia Cup had witnessed a growth of 31 per cent in ad volumes.