The Asian Games 2026 have become Sony LIV’s highest-grossing multi-sport event to date, with advertising revenue from the platform’s coverage already surpassing that of the previous edition while the Games are still underway.

The strong commercial performance comes as India’s women have brought home the Asian Games cricket gold, while the men’s team is now pursuing another gold. The men’s cricket matches are expected to add further momentum to the ongoing Games and provide advertisers another opportunity to be part of the sporting action.

In a press release, Sony LIV said more than 18 brands have come on board for its Asian Games 2026 coverage. The event brings together India’s sporting ambitions across multiple disciplines, offering brands a concentrated window of live sport and access to audiences following a wide range of sporting interests.

JSW, Bharat Petroleum Corporation Limited (BPCL) and Amul are the Co-Presenting Sponsors on Sony LIV, while Vimal has joined as the Co-Powered By Sponsor. Adidas, UltraTech Cement, Mutual Funds Sahi Hai, Google Search and JK Tyres are Partner Sponsors, while State Bank of India is the Highlights Partner.

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

Several of these 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.

Commenting on the development, Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said the women’s cricket gold has given India a moment to celebrate, while the men’s upcoming matches offer brands another 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,” Mangla said.

She added that for brands, the Games offer several opportunities to connect with fans within a short window, combining scale with relevance. According to her, the Asian Games are a strong addition to the cricket calendar, with more opportunities still available for advertisers as the competition continues.

Raman Malik, Head (PR & Brand), BPCL, said sports have a unique ability to bring the nation together and that 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,” Malik said.

He added that with the growing popularity of digital consumption, Sony LIV provides BPCL with an engaging platform to connect with audiences as they come together to celebrate Indian athletes and their pursuit of excellence.

With the Games still underway and India’s men’s cricket campaign ahead, Sony LIV’s Asian Games property continues to offer brands opportunities to connect with sports audiences across multiple disciplines.

The Asian Games 2026 are being broadcast live on Sony Sports Network and streamed on Sony LIV.