Asian Games 2026 sets Sony LIV revenue record with 18-plus brands on board

MUMBAI: Gold medals are proving to be good as gold for Sony LIV. The Asian Games 2026 has become the streaming platform’s highest-grossing multisport event to date, with advertising revenue from its coverage already surpassing the previous edition while the Games are still underway.

More than 18 brands have joined Sony LIV’s coverage, with India’s men’s cricket team now chasing another gold after the women’s team secured the title. The upcoming men’s matches are expected to add further momentum to an advertising property that has brought together audiences across multiple sports.

The Games offer advertisers a concentrated window of live sporting action, with Indian athletes competing across disciplines and audiences following everything from cricket to less mainstream sporting events.

For Sony LIV, the commercial performance underlines the growing value of multisport properties beyond the traditional cricket calendar.

JSW, Bharat Petroleum Corporation (BPCL) and Amul have come on board as co-presenting sponsors, while Vimal is the co-powered-by sponsor.

Adidas, UltraTech Cement, Mutual Funds Sahi Hai, Google Search and JK Tyre are partner sponsors, while State Bank of India has joined as the highlights partner.

The advertiser lineup also includes Reliance Foundation, Reserve Bank of India, Apple, Airbnb, Red Bull, Skyscanner and Lava International.

Several advertisers have also taken up integrations within the Games coverage. JSW is associated with India in Spotlight, which features expert-led studio discussions around India’s campaign, while BPCL powers Performer of the Day.

India’s women’s cricket gold has already given the Games a major national sporting moment. With the men’s team now pursuing gold, Sony LIV has another high-interest cricket window within an event that is already delivering record advertising revenue.

Ranjana Mangla, head, digital ad sales and YouTube business, Sony Pictures Networks India, said the appeal of the Asian Games lies in its ability to bring together multiple sporting audiences.

“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,” said Sony Pictures Networks India head, digital ad sales and YouTube business Ranjana Mangla.

She added that athletes from different parts of India competing across multiple disciplines create several opportunities for brands to connect with audiences within a relatively short period.

For BPCL, the association also fits into its broader sporting and consumer engagement strategy.

“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,” said BPCL head, PR & brand Raman Malik.

Malik added that the partnership with Sony LIV reflects BPCL’s commitment to sporting talent and its efforts to connect with consumers as digital sports consumption grows.

With the Games still underway and India’s men’s cricket campaign yet to play out, Sony LIV’s record-setting commercial run has another sporting chapter waiting to be written.