Former England captain Nasser Hussain says Babar Azam missing the Asia Cup is a major blow to the tournament’s excitement.
Barbar draws major chunk of sponsorships and global viewership.
He called Babar the main attraction for many fans and warned that brands and broadcasters count on his pull to drive audiences.
Babar Azam absence seen as commercial and sporting blow
Hussain said “viewership is Babar Azam,” adding that watching the Pakistan captain’s cover drives “brings joy even to the commentary box.”
He argued that a flagship event loses sheen when world class players like Babar are not involved.
Babar is one of cricket’s biggest names and a centrepiece for Pakistan’s batting.
His presence typically lifts broadcast interest, social media traction and stadium turnout.
In multi-nation tournaments, star players often anchor ad campaigns, broadcast promos and ticket sales.
Industry insiders say any withdrawal by a marquee batter forces quick changes to marketing plans and on-air graphics.
Broadcasters may rebalance highlight packages around other Pakistan players, while sponsors reassess placements tied to Babar specific creatives.
For Pakistan, the focus shifts to spreading the spotlight across the squad, form players in the top order, the pace attack, and emerging talents, to keep fan interest high.
Organisers may lean on rivalry narratives and youth stories to protect ratings.
For brands, the task is to pivot messaging witout losing Pakistan’s large, engaged audience.
Hussain’s remarks underline the wider truth of modern cricket: star power matters to both results and revenues.
If Babar Azam remains out, the Asia Cup will need smart scheduling, match-ups and sharp storytelling to hold its numbers.
while Pakistan’s lineup aims to keep the cricket compelling on the field.
