The upcoming India vs Pakistan T20 World Cup match on June 9th is set to be a windfall for advertisers, with estimates suggesting ad slots could fetch a staggering Rs 4 lakh (US$ 4,800) for a second.
India vs Pakistan: Generating Huge Interest
This high-voltage encounter, being held in the US for the first time, has generated immense interest, particularly after Pakistan’s surprising loss to the host nation.
This unexpected result has further boosted excitement among the South Asian diaspora in the US.
Premium rates for advertisers: IND vs PAK
The India vs Pakistan clash is expected to command a significant premium compared to other matches in the tournament.
Industry experts including, Santosh N, managing partner at D&P Advisory as per TOI, estimate that a 10-second ad slot for IND vs PAK could cost as much as Rs 4 million (INR 40 lakhs). For context, an average 10-second slot for an Indian game would generally be around Rs 2 million.
Comparison to other sporting events
For context, a 30-second ad during the Super Bowl is reportedly priced at a staggering $6.5 million, while the 2022 football World Cup fetched around £400,000 for a 30-second slot for UK advertising.
Sponsors cashing in for India vs Pakistan
Multinational giants like Emirates, Saudi Aramco, and Coca-Cola are among the major sponsors for the month-long tournament.
The scheduling of matches to coincide with peak viewership hours in South Asia further highlights the anticipated audience for the India-Pakistan clash.
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Cricket’s growing global appeal
The International Cricket Council (ICC) is aiming to leverage this tournament to broaden cricket’s global reach, particularly ahead of its inclusion in the 2028 Los Angeles Olympics.
The presence of a large and passionate South Asian diaspora in the US, along with support from prominent Indian figures in the tech industry, is contributing to this goal.
Tech leaders backing US cricket
Tech CEOs like Sundar Pichai (Alphabet), Satya Nadella (Microsoft), and Shantanu Narayen (Adobe) have invested in Major League Cricket, a US-based T20 franchise league. This growing investment reflects the potential for cricket in the American market.
More on T20 WC:
Ticket Frenzy for India vs Pakistan Match
With tickets for the India-Pakistan match being oversubscribed 200 times, the excitement among fans is palpable. Tickets originally priced between $6 and $25 are reportedly being resold for as much as $3,500 on the secondary market.
T20 World Cup: Spectacle not to be missed
While the overall tournament attendance has been modest so far, the India-Pakistan match is expected to be a spectacle, generating immense interest from fans and advertisers alike.
Both Indian and Pakistani fans, like Debarghya Das and Rohail Asad, are eagerly anticipating this high-stakes encounter, regardless of where they watch it.
Editors pick
