Sony Sports Network, the official broadcaster of the DP World Asia Cup 2025, has secured numerous sponsors for the event, demonstrating cricket’s worth in the Indian advertising industry.
Since the competition is one of the main events on the cricket calendar, Sony has gathered a variety of well-known businesses and market leaders from many industries.
The co-presenting sponsors are Hero MotoCorp, JK Tyre, Asian Paints, Vimal, and Mountain Dew. These brands are from the automobile, paint, FMCG, and beverage industries, all of which have traditionally placed a high value on cricket for national reach. Their joint participation signals a reinvigorated marketing effort to interact with male-dominated sports fans during a high-profile event.
In addition to co-presenting sponsors, Interio by Godrej and L&T Finance have signed on as associate sponsors. These brands fill out the portfolio by introducing luxury, aspirational positioning (in the case of home décor) and trust-based financial services messaging, both of which are well-suited to Asia Cup’s multi-generational audience.
The “Extraaa Innings” studio program, Sony’s signature pre-match and post-match product, will be sponsored by dairy manufacturer Amul. This is a strategic alliance, utilising Amul’s long-standing presence in Indian households with a content model that combines analysis, entertainment, and extended viewing dwell time. It’s a move that increases Amul’s brand visibility in a conversational, high-frequency environment.
Sony’s ability to acquire a diverse sponsor roster demonstrates the endurance of cricket broadcasting in India, particularly in the face of continuous changes in the ad market and regulatory environment. With fantasy and gaming sponsors out, conventional and heritage companies moving in to demonstrate fresh faith in long-format advertising ROI via broadcast cricket.
