Publication: No India–Pak T20 WC clash? Advertisers, broadcasters brace for ripple effects
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Date
2026-02-03
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afaqs.com
Abstract
Santosh 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.”
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Prof. Santosh Patra's Review