Mumbai, September 30, 2026: 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.”
Watch the Asian Games 2026 live on Sony Sports Network and Sony LIV.
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About Sony Pictures Networks India Private Limited (formerly known as Culver Max Entertainment Private Limited):
Sony Pictures Networks India Private Limited (SPNI) is an indirect wholly owned subsidiary of Sony Group Corporation, Japan.
A leading media and entertainment conglomerate, SPNI comprises 29 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels – Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel – Sony Marathi; Bangla General Entertainment Channel – Sony AATH; Hindi Movie Channels – Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans – Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel – Sony YAY!; English Movie Channel – Sony PIX; Factual Entertainment Channel – Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform – Sony LIV and the independent production venture for original content and IPs for TV and digital media – Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.
Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.
SPNI is in its 31st year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.
About Sony LIV:
Sony LIV is an Indian OTT platform by Sony Pictures Networks India’ (SPNI) providing multi-screen engagement to users on all devices. The digital streaming player is home to 30 years of rich content from the library of Sony Pictures Networks India’ (SPNI) with over 40,000 hours of programming. Sony LIV subscribers get exclusive access to key sporting events from across the globe, the latest Hollywood shows, Originals, 18,000+ hours of TV shows and LiveTV. With 100 million+ app downloads, the platform has original series and movies across languages like Hindi, Marathi, Tamil, Malayalam and Telugu. The platform’s recent originals include Freedom at midnight, The Hunt: The Rajiv Gandhi assassination case, Maharani, Tabbar, Avrodh, Your Honor, Undekhi, Scam 1992 – The Harshad Mehta Story, Gullak, Mayasabha amongst others and reality shows like Shark Tank India and Million Dollar Listing India.
Apart from being the official Indian streaming partner for key global sporting events, Sony LIV keeps its viewers entertained throughout the year with live cricket, football, tennis, Wrestling, Golf, esports, racing and fight sports. The platform has been offering its subscribers a host of premium international tournaments like the UEFA Champions League, Asia Cup, UEFA Euro, Australian Open, Roland Garros, UFC, FA Cup, UEFA Europa League to name a few. The platform also has exclusive rights to bilateral series of key cricket boards- Sri Lanka Cricket, New Zealand Cricket and England and Wales Cricket Board.
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