The India-Pakistan T20 World Cup clash: A bonanza for fans and advertisers

The highly anticipated India-Pakistan match is predicted to be a landmark event, with industry analysts forecasting ad space to reach a staggering $48,000 for a ten-second slot.

The upcoming ICC Men’s T20 World Cup 2024 is set to be a watershed moment for cricket enthusiasts and the advertising world.

The highly anticipated India-Pakistan match on June 9 at 8:00 PM IST is predicted to be a landmark event, with the ad space reaching a staggering $48,000 for a ten-second slot, per a Bloomberg report.

This sky-high price tag reflects the immense global appeal of the India-Pakistan rivalry, often called the “mother of all contests.” The passionate fan bases of both nations, combined with the World Cup’s first-ever U.S. hosting, create an unparalleled opportunity for advertisers to reach a massive audience.

Santosh N, Managing Partner at D&P Advisory, which provides sports valuation services, said, “Ad slots for the game could sell for as much as 4 million rupees ($48,000) for 10 seconds. The India-Pakistan game always commands a premium. A 10-second slot for India games would be fetching about 2 million rupees on average.”

This compares favourably to other major sporting events like the Super Bowl‘s $6.5 million for a 30-second ad or the FIFA World Cup Qatar 2022‘s £400,000 ($511,000) for a 30-second UK ad slot.

Multinational giants like Emirates Group, Aramco, and Coca-Cola are among the sponsors of this month-long tournament. Additionally, matches are strategically scheduled to coincide with peak viewership hours in South Asia. For instance, the India-Pakistan match will be played at 10:30 AM on Sunday in New York, while it’s primetime at 8:00 PM in India.

The high ad rates are a testament to the fierce competition for airtime during this match. The ten-second slot is just one option – advertisers can secure longer durations or even forge sponsorship deals with broadcasters or teams, reaching even vaster audiences.

According to Chandrashekar Mantha, Partner at Deloitte India, “The higher pricing compared to the T20 World Cup reflects the much greater hype for the sport when held in India.”

Ticket prices also cater to a range of budgets, offering options from budget-friendly to luxurious VIP experiences. While basic tickets started at $175, standard and premium seats now hover around $300 and $400, respectively. The ICC sets a minimum of $300 for standard seating, with premium options like Pavilion and Boundary Club seats ranging from $1,500 to $2,000, offering enhanced comfort and amenities.

For those seeking the ultimate cricketing luxury, Corner Club and Diamond Club tickets reach up to $2,750 and a staggering $10,000, respectively, promising an unmatched viewing experience.

This development underscores the growing commercial significance of cricket, particularly high-profile clashes like the India-Pakistan encounter. As the sport’s international popularity continues to rise, such record-breaking advertising deals are likely to become increasingly common.

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