Asia Cup 2025: Turning Cricket Moments into Brand Wins

For cricket enthusiasts across South Asia, few matches generate as much excitement as India vs Pakistan. In spite of much reduced frequency, the hallowed rivalry has traditionally dominated headlines—whether it was the pulsating 2007 T20 World Cup Finals or Sachin Tendulkar's stellar performance in the 2003 ODI against Pakistan at the ICC ODI World Cup.  

Due to the political circumstances, they only face off in multilateral tournaments, which elevates the Asia Cup from a celebration of cricket talent across the entire region into something far more significant.  

India and Pakistan will clash twice during the tournament, with the possibility of a third encounter in the Final if both teams progress. The Asia Cup 2025 kicks off India’s International seaon, the exciting period that builds toward next year's ICC T20 World Cup. 

India vs Pakistan is a marketing event so powerful that it empties the streets of entire cities. When marquee matches are played, hundreds of millions of eyes stay glued to screens across South Asia and beyond. These showdowns become cultural mega-events where offices close early, appointments get rescheduled, and streets become eerily quiet. 

For brands, these moments offer something increasingly rare: guaranteed attention at massive scale. Whether viewed on television, digital platforms, or mobile devices, these cricket clashes create an irresistible opportunity to connect with millions of passionate fans across Asia's dynamic markets. 

The Asia Cup: Cricketing Excellence Beyond Tradition 

While the historic India-Pakistan rivalry is rooted in the deep social fabric of South Asia, the Asia Cup has become a vibrant platform for cricket's emerging nations. Teams like UAE, Oman, Afghanistan, and Hong Kong are now competing at levels that consistently exceed expectations, challenging the traditional dominance of cricketing powerhouses. 

The 2025 edition features an exciting format with Group A comprising India, Pakistan, UAE and Oman, while Group B includes Bangladesh, Sri Lanka, Afghanistan, and Hong Kong.

The traditional rivalries still attract colossal global audiences—from South Asia and its diaspora in the UAE, UK, and USA—setting records for viewership and engagement. India-Pakistan matches alone draw over 500 million viewers globally, triggering a 300-400% spike in advertising rates compared to other games. For instance, a 10-second ad slot during the 2025 Champions Trophy cost up to 50 lakh, twice the price of other fixtures. 

This time around, associate nations are creating their own compelling narratives. Afghanistan's rise in particular has captivated cricket fans worldwide, with their players now featuring prominently in franchise leagues globally. Similarly, UAE and Oman have made significant investments in cricket infrastructure, producing a new generation of talent that's performing well above expectations in international competitions. 

Iconic India-Pakistan Series from the Past 

The Asia Cup has produced some of the most memorable matches in cricket history, each embedding itself deeply into the cultural psyche of millions and shaping the narrative for brands seeking to engage fans during these electric moments. 

• 1985 Rothmans Four-Nations Cup at Sharjah: India's bowlers delivered a masterclass after being dismissed for 125, dismantling Pakistan for just 87 to secure an unlikely victory that highlighted their bowling prowess under pressure.

• 1986 Austral-Asia Cup Final at Sharjah: Javed Miandad's legendary last-ball six off Chetan Sharma, with Pakistan needing four runs to win, delivered one of cricket's most dramatic finishes.

• 1996 World Cup Quarter-Final: Venkatesh Prasad’s decisive bowling after being taunted shifted momentum and amplified the rivalry’s intensity. 

• 1999 Chennai Test: Despite India’s narrow loss, the crowd’s standing ovation for Pakistan highlighted sportsmanship beyond competition. 

• 2007 T20 World Cup Final: MS Dhoni’s leadership secured India’s first major ICC title since 1983, sparking the global rise of T20 cricket and new brand opportunities. 

• 2011 World Cup Semi-Final: A match charged with cultural and diplomatic significance, drawing massive global attention and fan passion. 

• 2017 Champions Trophy Final: Pakistan’s rare tournament win energized fans and captured the unpredictability of the Pakistan team under pressure 

  
  

Now, we're seeing similar landmark moments being created by cricket's emerging nations. Afghanistan's victory over Pakistan in the 2023 World Cup stands as a watershed moment, demonstrating how cricket continues to evolve and create new storylines that brands can leverage. 

How Brands Can Learn from These Rivalries to Build Winning Campaigns 

Leverage Real-Time Emotion: These matches evoke intense national pride and strong emotions. Campaigns that tap into these live feelings naturally capture fan attention. For example, Flipkart’s social media post during the 2025 Champions Trophy—“Currently packing, Today’s revenge order for 2017 final”—blended nostalgia with the heat of the moment, instantly engaging fans with humour and shared memories. 

Early Investment in Emerging Talent: Smart sports marketers recognize the value of partnering with cricketers before they reach superstar status. Getting in early with players like Shivam Dube—who showed explosive potential in domestic cricket before his IPL breakthrough—allows brands to grow organically with the athlete's career trajectory. When Dube's power-hitting finally clicked at the international level, brands that had backed him during his early phases found themselves associated with his story, creating authentic narratives around perseverance and belief. 

Using Non-Traditional Teams: Sports marketers can build significant salience by focusing on non-traditional Asia Cup teams and their breakthrough moments. Afghanistan's emergence as a genuine threat, led by world-class spinners like Rashid Khan and Mujeeb Ur Rahman, creates authentic underdog narratives that resonate deeply with neutral fans and inspire fierce loyalty among Afghan supporters. There are associate nations like Hong Kong & Oman also participating. 

Be Ready for Moment Marketing: High-stakes matches are dynamic, requiring agility. Brands like Swiggy, with its “kal ki full taiyyari hai” tie-in, showed the power of linking everyday rituals to the match, becoming part of fans’ live experience.

Use Storytelling, Fans Rally Around: Simple, relatable stories create long-term recall. Blinkit perfectly captured this during India’s 2025 Champions Trophy win by jokingly apologizing on social media for being unable to deliver replacement TVs to frustrated Pakistani fans—a playful nod to the viral tradition of smashing TVs after losses. This witty, culturally relevant story tapped into fan emotions and cricket banter, making the brand part of the shared moment and driving memorable engagement.

Maintain Consistency with Flexibility: Building campaigns that evolve with the tournament keeps audiences engaged. Shaadi.com connected cricket’s fairy tale moments to universal emotions with messaging like “Aisi fairy tale ending toh hum sab deserve karte hein!!!,” showing brand warmth and flexibility.  

How Zupotsu Enables Brands to Capture These Rivalry-Driven Opportunities 

The Asia Cup represents cricket's growing diversity and regional appeal. For brands, these matches offer a rare chance to connect deeply with passionate fans across multiple markets. The key is understanding the emotions and culture behind both traditional rivalries and emerging competitive narratives, using that insight to create meaningful, authentic campaigns that truly resonate. 

If your brand wants to make the most of these decisive moments, Zupotsu can help you navigate the complexities of this unique market, connect with the right influencers, and launch campaigns that hit the mark every time.

 Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.    

As the winter cricket season unfolds with the Asia Cup 2025 leading into the ODI World Cup—will your brand be ready to capitalize on cricket's most engaging moments?