RMG ban: Asia Cup to see dip in ad volumes?

Asia Cup 2025, kicking off on September 9 in the UAE, will be the first major sports property since India’s blanket ban on Real Money Gaming (RMG) advertising. The timing has magnified the disruption caused by the ban, with advertisers recalibrating plans for one of cricket’s biggest regional tournaments. For over a decade, RMG and fantasy gaming platforms have been among the most aggressive advertisers on cricketing properties, pumping crores into sponsorships, production houses, and celebrity tie-ups. Their sudden absence, experts suggest, could leave a noticeable gap in ad volumes for the Asia Cup compared to earlier editions.

“The absence of these apps will certainly create a visible dent, as these brands have been among the most aggressive advertisers on cricketing properties. Their withdrawal could shave off 10–15% of the expected ad volumes for the Asia Cup compared to earlier editions,” observed Anil Solanki, Senior Director, Dentsu X. He noted that while ad pricing may face some pushback, cricket’s enduring popularity and the onset of the festive season mean steep rate cuts are unlikely. Instead, advertisers can expect flexible deals, add value and bundle inventory to emerge as preferred options. Experts feel that the vacuum is most likely to be filled by FMCG, auto, e-commerce, consumer durables and fintech/payment apps gearing up for festive demand.

“New-age categories like OTT, edtech, and travel may also step up, especially with consumer sentiment revival and the festive sales window aligning with the tournament. Dream11 was also a team sponsor, so a lot of inventory will get freed up, a good 15% that will be difficult to fill quickly. I’m hoping brands like Toyota step in with higher-value media deals to bridge that gap,” Solanki added. Another industry expert agreed that the fundamentals of demand for cricket remain intact. “Cricket always finds takers, but this time advertisers will be more cautious with spends. Some may wait for last-minute deals, while others could see this as a chance to enter at better value. The overall demand for cricket as a property will remain strong, but the dynamics of negotiations are likely to change. For newer brands, this situation could actually be an entry point into premium cricket advertising at relatively better terms, especially with the festive season amplifying consumer sentiment,” said an industry expert.

The broader impact of the ban extends far beyond the Asia Cup. The Promotion and Regulation of Online Gaming Bill, 2025, passed on August 20, has frozen budgets overnight and silenced what had become one of India’s most aggressive advertising categories. According to industry sources, a single RMG campaign, factoring in creative agency fees, production costs, and celebrity endorsements, often cost between ?6–10 crore. Creative ideation alone ran into ?50 lakh–1.5 crore, while top directors added another ?2–5 crore. Celebrity endorsements further pushed up spends, with A-listers and marquee cricketers charging ?2–5 crore per campaign. During IPL seasons, RMG ad spends on media alone frequently touched ?50–100 crore. With the ban, that entire pipeline — from agency pitch decks to celebrity shoots to prime-time rollouts — has collapsed, leaving agencies, production houses, and celebrity managers staring at a vacuum, sources said.

The 17th edition of the Asia Cup will run from September 9 to 28, hosted across Dubai and Abu Dhabi. Eight teams — India, Pakistan, Sri Lanka, Bangladesh, Afghanistan, UAE, Oman, and Hong Kong — will compete in a T20 format across 19 matches. India’s fixtures include the UAE on September 10 in Dubai, Pakistan on September 14 in Dubai, and Oman on September 19 in Abu Dhabi. To maximise primetime viewership, most matches are scheduled for 8:00 pm IST, with only one day match between UAE and Oman set for 5:30 pm IST.

As the first marquee cricketing event in the post-gaming-ban era, the Asia Cup is seen as a test case, not just for advertisers assessing the void left by gaming apps, but also for the wider creative economy adjusting to the sudden loss of one of its most deep-pocketed categories. Sony Pictures Networks India (SPNI) had acquired the media rights for all Asian Cricket Council (ACC) tournaments from 2024 to 2031. Reliable industry sources said that DP World, Wonder Cement, Royal Stag Packaged Drinking Water, Ozone, BYD, and Groww are already on board as sponsors for the tournament. Additional brand tie-ups are expected to follow soon. DP World was the title sponsor of the Asia Cup 2022. Wonder Cement held title sponsorship rights for India’s 2024 tours of Sri Lanka and South Africa. Groww has advertised during the IPL and participated in digital cricket-related campaigns. BYD and Ozone have not been involved in cricket sponsorships or tournament partnerships in the past.

The much-anticipated India vs Pakistan (Group A) match is scheduled for September 14, a marquee event that commands massive interest from brands and viewers alike. All India matches during the Asia Cup 2025 will begin at 7:30 p.m. IST. Sony Sports Network will handle television broadcasts in India, while SonyLIV will offer digital streaming.