The 17th edition of the Asia Cup is scheduled to take place from September 9 to September 28, 2025, across Dubai and Abu Dhabi. This year, the tournament marks a return to the T20I format, moving away from the traditional ODI format used in recent editions.
Sony Pictures Networks India (SPNI) has secured the media rights for all Asian Cricket Council (ACC) tournaments from 2024 to 2031, ensuring coverage across broadcast and digital platforms.
One of the most anticipated fixtures of the tournament, India vs Pakistan, slated for September 14, 2025, is expected to draw massive attention from fans and brands alike. The last time these two teams met was during the T20 World Cup 2024 in New York on June 9, 2024.
However, this high-voltage encounter has already sparked political controversy. The match is set to take place barely four months after the Pahalgam terror attack, which claimed the lives of at least 26 people. The tragedy has reignited calls in India to boycott Pakistan across all platforms, including sports.
Earlier this month, an India-Pakistan match at the World Championship of Legends (WCL) in England was called off after several retired Indian cricketers, including Harbhajan Singh, Irfan Pathan, and Shikhar Dhawan, withdrew from the tournament, citing the Pahalgam terror attack.
Following suit, EaseMyTrip also pulled out of its sponsorship from the WCL, stating that despite entering a five-year agreement, the company would not associate with or participate in any match involving Pakistan, reinforcing its stance in light of the incident.
Given the tense political backdrop, there is growing uncertainty around brand participation. Will advertisers continue to invest the same kind of money in the India-Pakistan clash, historically the most commercially lucrative match amid growing public sentiment?
Adding to the uncertainty is an already packed cricketing calendar. With the IPL 2025 concluded, followed by India’s tour of England, and now the Asia Cup, will marketers reconsider their spending or continue to bank on cricket’s unmatched reach and emotional connect?
Mayank Shah, Vice President, Parle Products, shares that Parle has already launched a few new campaigns over the past two to three months and, as a result, is not planning to roll out a fresh campaign specifically for the Asia Cup.
However, he added that discussions are currently underway with the media company, and Parle’s potential association with the tournament will depend on the rates being offered and whether they can negotiate for favourable terms or not.
According to our sources, brands like DP World, Wonder Cement, Royal Stag Packaged Drinking Water, Ozone, BYD, and Groww are already on board as sponsors for the tournament. Additional brand tie-ups are expected to follow soon.
Bhairav Shanth, Co-Founder, ITW Universe, a sports, entertainment, and media consulting firm, says that India vs Pakistan is still as buzzy and big as it ever was.
He adds, “The record viewership during both the T20 World Cup last year and the Champions Trophy earlier this year when these two titans clashed is testament to its enduring might as the biggest media property.”
Shanth mentions that with no bilaterals between these two teams, the India-Pakistan matchup remains a rare gem, and its scarcity amid a packed cricket calendar only heightens anticipation.
Diplomacy Meets Sport
As India vs Pakistan will happen, the BCCI’s participation is non-negotiable as per ACC commitments. As the host nation, India cannot withdraw from the Asia Cup 2025 group stage match, even amidst escalating diplomatic unrest. The top political leaders from the opposition, like Priyanka Chaturvedi and Sukhdeo Bhagat, have publicly criticised the match, accusing BCCI of prioritising money over national pride and undermining the sentiments of the Indian armed forces.
Rohan Mehta, Founder and CEO, FCB Kinnect & FCB/SIX, says that brands need to tread carefully in such moments, as these are the times that define who you are as a brand and whether you choose to be opportunistic or not. He adds, different brands will view it differently. Not every brand will pursue deep associations; some may still choose to advertise, and that is their call.
Shah says that the controversy will not impact the brand’s decision to advertise, as if the match is happening, it’s just another medium on which the brand is present and advertising. On the surface, it’s not as controversial as being associated with sensitive or polarising topics.
He highlights, “When a brand buys into the Asia Cup, you’re buying the tournament as a whole, not specifically the India-Pakistan match. Your presence during that match is incidental. So I don’t see it as a particularly significant or concerning issue for brands.”
Shanth notes that, given the extraordinary geopolitical backdrop surrounding this fixture, some level of caution and calibration was expected. However, he emphasises that the match has received government clearance, and the Asia Cup remains a prestigious tournament.
He observed that while brands were initially cautious, interest picked up significantly following the official announcement of the Asia Cup 2025 by the Asian Cricket Council (ACC). Since then, brands across categories have shown strong intent to participate, whether through ground sponsorships, television, or OTT platforms. The momentum, he says, reflects that “it’s business as usual and likely to remain so.”
A senior marketer from a fintech company, off the record, told us that he believes there might be some reduced response for the India-Pak match but doesn't think it's going to be lacklustre. India-Pak will still get prime viewership and attention, and hence still attract advertisers.
Despite the controversy, what remains unchanged is the unmatched scale and magnetism of an India-Pakistan clash. As political sentiment simmers and brand strategies get recalibrated, one thing is certain: when India and Pakistan face off on the cricket field, the world will still watch.
Whether brands decide to lean in cautiously or go all in, the Asia Cup 2025, especially the marquee match on September 14, will tell us. The ad breaks during the match will place brands in the spotlight, underscoring the challenge of balancing business interests and public sentiments simultaneously.
