Sports
India Pakistan clash sparks match day business boom
Match-day frenzy rivals knockout thrill as food delivery, ads and bars cash in big.
MUMBAI: Sunday’s India-Pakistan T20 World Cup showdown didn’t just deliver edge-of-the-seat cricket, it turned into a full-blown commercial carnival that had wallets flying as fast as sixes. After Pakistan dramatically reversed its boycott threat and took the field in Colombo, the fixture exploded into one of the biggest non-knockout demand drivers the tournament has seen. Co-hosted by India and Sri Lanka, the high-stakes rivalry once again proved it can supercharge economies far beyond the boundary ropes.
Food delivery giants Swiggy and Zomato rolled out flat discounts at select partner restaurants, framing them as official match-day treats. Quick-commerce players bulked up on snacks and beverages, bracing for more than a 50 per cent spike in impulse buys. Industry insiders said the surge felt closer to a World Cup semi-final than a routine league game.
Wow! Momo Foods, president of the National Restaurant Association of India and CEO Sagar Daryani described Indo-Pak evenings as “carnival evenings”. He projected delivery sales during peak match hours would jump 35–40 per cent over a normal Sunday, with average order values climbing more than 20 per cent thanks to combo deals and celebratory bundles. Dine-in trends mirrored the boom.
Hospitality venues cashed in too. Bars and clubs in major cities more than doubled cover charges for live screenings, while group bookings flooded in despite the short notice. Hyatt Centric Juhu reported outlets running near full capacity, with footfalls well above a typical Sunday longer stays and heftier food-and-beverage tabs included.
Advertising felt the heat most acutely. Once Pakistan confirmed it would play, demand for airtime surged. Ten-second slots on broadcaster JioStar reportedly hit Rs 40 lakh roughly 25 per cent higher than regular rates of Rs 20–25 lakh. “Fence-sitter advertisers jumped on board over the weekend,” a senior media executive said, with brands paying a premium to stand out in the marquee clash.
Sectors from beverages and FMCG to tech and e-commerce scrambled for inventory. Major sponsors Britannia, Amul, Hyundai, Emirates, Rapido and Mahindra & Mahindra led the charge. JioStar is on track to rake in over Rs 2,000 crore in ad revenue from the entire tournament.
Historically, India-Pakistan fixtures deliver nearly double the footfall of an ordinary Sunday for hospitality players, along with extended dwell times and stronger spends. This time was no exception.
In the end, while the players battled on the pitch, businesses across India were quietly scoring their own boundaries proving once again that few sporting rivalries can match the commercial pull of India versus Pakistan.
Sports
JK Lakshmi Cement named principal sponsor of Rajasthan Royals
Cement maker’s logo to feature on team jersey for the 2026 T20 season.
MUMBAI: When cricket meets concrete, the partnership is built to last. JK Lakshmi Cement Limited has signed on as the principal sponsor of Rajasthan Royals for the 2026 T20 season, marking a renewed collaboration between two organisations that share deep roots in Rajasthan. Under the agreement, the JK Lakshmi Cement logo will appear prominently on the back of the Rajasthan Royals’ match jersey throughout the season. The brand will also feature across team gear, in stadium signage and digital match day content, giving it strong visibility during one of India’s most watched sporting tournaments.
For JK Lakshmi Cement, the partnership reflects a long standing association with the state. The company has maintained a significant presence in Rajasthan for decades through its manufacturing facilities, distribution network and relationships with contractors, dealers and local communities.
JK Lakshmi Cement, deputy managing director Shrivats Singhania, at said the collaboration celebrates the shared heritage of both organisations. “Rajasthan has always been integral to our journey, shaping our identity and growth from our factories and logistics to the people and businesses that inspire us every day. This partnership with Rajasthan Royals deepens that connection, celebrating the shared values of entrepreneurship, performance and enduring commitment,” he said.
He added that the national reach of the T20 league offers an opportunity to showcase Rajasthan’s spirit on a larger stage.
Cricket continues to be one of India’s most powerful cultural connectors, drawing fans across regions and generations. JK Lakshmi Cement sees the association as a way to strengthen engagement with stakeholders ranging from homeowners and contractors to engineers, masons and dealers.
JK Lakshmi Cement president and director Arun Shukla noted that the journey of the brand and the team share striking similarities. “The journey of Rajasthan Royals is similar to ours strong roots in Rajasthan and a growing presence across the country. This partnership is also about honouring the people who work hard every day to build India, irrespective of the state they reside in,” he said.
He added that the association will help bring the brand closer to audiences, from individual homes in smaller towns to large infrastructure projects in major cities, while connecting them to the energy of the T20 season.
From the team’s perspective, the partnership strengthens its ties with homegrown brands.
Rajasthan Royals chief operating officer Alok Chitre said the team was pleased to welcome JK Lakshmi Cement as its principal sponsor. “We are happy to have JK Lakshmi Cement as our principal sponsor for the Rajasthan Royals 2026 season. It means a lot that a brand from Rajasthan is on the back of the Royals jersey. JK Lakshmi Cement is a natural partner because it has a strong presence in the state and beyond,” he said.
As India’s infrastructure and construction sectors continue to grow, JK Lakshmi Cement has been focusing on operational strength, innovation and long term expansion. Strategic collaborations such as this allow the brand to connect with wider audiences while reinforcing its presence in markets where it has long operated.
For Rajasthan Royals, meanwhile, the deal adds another regional ally to its roster proving that sometimes, the strongest partnerships are the ones built close to home.
