Brands flock to India’s England tour as marquee bilateral cricket holds ad appeal

Cricket's enduring appeal is driving significant advertiser interest for India's tour of England, despite a generally cautious market. Broadcasters Sony Sports Network and digital platform JioHotstar are reporting strong sales, with the series commanding premium ad rates. This enduring demand highlights live sports' resilience in reaching engaged audiences, even as marketing budgets are carefully deployed across premium properties.

Raccontata daeconomictimes.indiatimes.com