The Asia Cup 2025, scheduled from September 9 to 28 in the UAE, will see eight teams battle it out in the T20 format across Dubai and Abu Dhabi. The most awaited match of the group stage, India versus Pakistan, will take place on September 14 at the Dubai International Cricket Stadium.
India will begin their campaign on September 10 against the United Arab Emirates in Dubai and will later face Oman in Abu Dhabi on September 19. Group A consists of India, Pakistan, UAE and Oman, while Group B features Sri Lanka, Bangladesh, Afghanistan and Hong Kong.
The top two teams from each group will move on to the Super Fours. Five of the six Group B fixtures and two games from Group A, UAE vs Oman and India vs Oman, will be played in Abu Dhabi. One Super Fours match (A2 vs B1 on September 22) will also take place there, with the remaining Super Four matches and the final, scheduled for September 28, set in Dubai.
Anticipation is especially high for the India-Pakistan encounter. In India, Sony Sports Network holds the broadcast and digital streaming rights. Advertising rates have surged accordingly. A 10-second TV advertisement during the India-Pakistan clash is priced at Rs. 16 lakhs. For general matches, the rate ranges between Rs. 14 and 16 lakhs for a similar slot. Sponsorship packages for television include co-presenting rights at Rs. 18 crore and associate sponsorships at Rs. 13 crore. A comprehensive spot-buy package covering both India and non-India matches costs about Rs. 4.48 crore.
Digital rates on Sony LIV reflect similar demand. Co-presenting and highlights partnerships are each valued at Rs. 30 crore, while the co-powered-by option costs around Rs. 18 crore. Notably, 30% of all digital ad space is specifically reserved for India matches. Ad rates differ by format — pre-roll ads are priced at Rs. 275 per 10 seconds generally but rise to Rs. 500 for India fixtures and Rs. 750 for India-Pakistan matches. Mid-roll ads are set at Rs. 225 normally, increasing to Rs. 400 for India games and Rs. 600 during India-Pakistan. Connected TV ads start at Rs. 450 and go up to Rs. 800 for India matches and Rs. 1,200 for the high-profile India-Pakistan clash.
With 19 matches spread over nearly three weeks, the tournament is set to capture massive attention, both on the field and among advertisers, with the India-Pakistan match emerging as the marquee event that commands the highest commercial value.
