2026-02-042026-02-042026-02-03https://www.afaqs.com/news/advertising/no-indiapak-t20-wc-clash-advertisers-broadcasters-brace-for-ripple-effects-11068821https://ir.mica.ac.in//handle/123456789/10487Santosh K Patra, associate dean of academics and associate professor of media, entertainment and sports business at MICA, says, “Most sophisticated advertisers now build contingency strategies—either by redistributing spends across adjacent high-viewership matches, activating digital and social amplification around the broader tournament, or shifting focus to brand-led storytelling rather than match-specific messaging.”enProf. Santosh Patra's Review