Mumbai: India’s women have brought home Asian Games cricket gold. Now, with the men’s team pursues another gold, the Asian Games 2026 have become Sony LIV’s highest-grossing multi-sport event to date.
Advertising revenue from Sony LIV’s coverage has surpassed the previous edition while the Games are still underway. More than 18 brands have come on board, with the upcoming men’s cricket matches offering advertisers an opportunity to join a property that brings together India’s sporting ambitions across multiple disciplines.
The Games offer brands a concentrated window of live sport, featuring athletes from across the country and audiences following a wide range of sporting interests. India’s women’s cricket gold has already provided a moment of national celebration, with the men’s medal campaign adding to the anticipation around the remaining competition.
JSW, Bharat Petroleum Corporation Limited (BPCL) and Amul are Co-Presenting Sponsors on Sony LIV, while Vimal is a Co-Powered By Sponsor. Adidas, UltraTech Cement, Mutual Funds Sahi Hai, Google Search and JK Tyres have joined as Partner Sponsors, and State Bank of India is the Highlights Partner.
The advertiser lineup also includes Reliance Foundation, Reserve Bank of India (RBI), Apple, AirBnb, Redbull, Skyscanner and Lava.
Several partnerships extend into the Games coverage. JSW is associated with India in Spotlight, featuring expert-led studio discussions around India’s campaign, while BPCL powers Performer of the Day.
Comments:
Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India:
“The women’s cricket gold has given India a moment to celebrate, and the men’s upcoming matches offer brands another compelling opportunity to be part of that excitement. But the strength of the Asian Games extends across sports. Athletes from different parts of the country, competing in multiple disciplines, bring together a diverse and engaged audience on Sony LIV. For brands, that means several opportunities to connect with fans within a short window, combining scale with relevance to create greater impact. It is a strong addition to the cricket calendar, and with the Games still underway, there is more for advertisers to be part of.”
Mr. Raman Malik, Head (PR & Brand), BPCL:
“Sports have a unique ability to bring the nation together, and the Asian Games represent the spirit of excellence, perseverance and pride that resonates deeply with Indians. Our association with Sony LIV for the Asian Games 2026 is an extension of BPCL’s commitment to supporting sporting talent and connecting with consumers through moments that inspire the nation. With the growing popularity of digital consumption, Sony LIV provides us an engaging platform to connect with audiences as they come together to celebrate our athletes and their pursuit of excellence.”
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