Sony LIV’s coverage of the Asian Games 2026 has become its highest-grossing multi-sport event to date, with advertising revenue already surpassing the previous edition while the Games are still underway. More than 18 brands have joined the coverage, and the upcoming men’s cricket matches add to the advertising opportunity around India’s campaign. India’s women’s cricket team has already won gold.
JSW, BPCL and Amul are the co-presenting sponsors, while Vimal is the 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. Reliance Foundation, RBI, Apple, Airbnb, Red Bull, Skyscanner and Lava are also part of the advertiser lineup. Some partnerships extend into the coverage itself: JSW is associated with India in Spotlight, which features expert-led studio discussions, while BPCL powers Performer of the Day.
Ranjana Mangla, head of digital ad sales and YouTube business, Sony Pictures Networks India, said the women’s cricket gold has given India a moment to celebrate and the men’s matches offer brands another opportunity. She added that athletes from across the country, competing in multiple disciplines, bring together a diverse and engaged audience, giving brands several chances to connect with fans within a short window.
Raman Malik, head of PR and brand, BPCL, said sports bring the nation together and the association with Sony LIV extends BPCL’s commitment to supporting sporting talent and connecting with consumers.
