Global companies are investing heavily in advertising for the upcoming India-Pakistan cricket match in the US, according to a Bloomberg report.

What Happened: The match, scheduled for June 9, will be held at the Nassau County International Cricket Stadium in New York. This venue was constructed in just three months using modular stands from the Formula 1 Grand Prix arena in Las Vegas.

The game is part of the ICC Men's T20 World Cup, the first time the tournament is being held in the US. Other matches will also take place in Caribbean nations.

Ad slots for the match could reach ₹4 lakh ($48,000) for 10 seconds, Santosh N, managing partner at D&P Advisory told Bloomberg. He noted, “The India-Pakistan game always commands a premium.”

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Multinational firms like Emirates Group, Saudi Aramco, and Coca-Cola Co. are sponsoring the month-long tournament. Matches are scheduled to align with peak viewership hours in South Asia, with the India-Pakistan match set for 10:30 am in New York, and evening in India.

The India-Pakistan cricket rivalry is one of the most intense in sports, drawing massive viewership globally. The last ICC Men's T20 World Cup match between the two nations in 2021 garnered over 167 million viewers.

Hosting the tournament in the US marks a significant milestone for cricket’s expansion into new markets. The ICC has been working to globalise the sport, and the choice of the US as a venue aligns with this strategy. The construction of the Nassau County International Cricket Stadium in record time underscores the growing interest in cricket in non-traditional markets.

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