Asia Cup 2025 Promo Draws Sharp Backlash
Just days before the Asia Cup 2025 kicks off in the UAE, Sony Sports Network released a promotional video focused on the India–Pakistan clash scheduled for September 14, igniting fierce backlash across social media. The clip’s timing and messaging sparked outrage, particularly among fans sensitive to the April 23 Pahalgam terror attack.
The promo features Indian cricket stars like captain Suryakumar Yadav and legendary opener Virender Sehwag, alongside Pakistan pacer Shaheen Afridi. What was intended to build excitement instead sparked widespread criticism for being tone-deaf to recent tragedies.
If this not Double Standards @virendersehwag ?
Ya Paisa bolta hai?You lost all the respect as a fighter.
Jai Hind 🇮🇳 https://t.co/RC39xh0xRo
— KJS DHILLON🇮🇳 (@TinyDhillon) August 27, 2025
“#BoycottAsiaCup we can’t forget Pahalgam like you,” fumed one fan.
“Shame on you Sony sports !” read another.
Khoon < Paani << Paisa ❌️#BoycottAsiaCup https://t.co/xDQu8jlrzl pic.twitter.com/v35JaSJrID
— Namita Balyan (@NamitaBalyan) August 26, 2025
Sehwag and BCCI Under Fire Amid Boycott Calls
The backlash focused squarely on Sehwag and the BCCI, both accused of ignoring public sentiment for commercial gains. Many users noted that Sehwag had previously taken strong stances against sporting ties with Pakistan after terror incidents—making his participation in the promo appear hypocritical.
#BoycottAsiaCup @BCCI do not test the patience of Nationalist ….. @narendramodi @PMOIndia @AmitShah kindly intervene 🙏 https://t.co/lbE3wFvJ0x
— ElliottGuru_Wave_Analyst_🇮🇳 (@ElliottGuru) August 26, 2025
Calls to boycott echoed across social media platforms:
“Going to boycott Asia Cup. To hell with you and @BCCI”
“Boycott SonyLIV pic.twitter.com…”
Despite this, some political commentators and ex-players echoed broader sentiments that sports must remain separate from politics—though public opinion remains deeply divided.
Govt Policy Holds Steady; Multilateral Games Allowed
Meanwhile, the Indian Sports Ministry reaffirmed its longstanding policy: no bilateral sporting ties with Pakistan, but participation in multilateral events like the Asia Cup remains valid under the Olympic Charter.
“We will not stop Indian cricket team from playing in Asia Cup as it is multilateral,” a ministry source stated.
“But Pakistan will not be allowed on Indian soil for bilateral competitions.”
This clarification ensures that India’s campaign, led by Suryakumar Yadav, will proceed as planned.
Team India Remains Confident Amid Turmoil
Amid mounting criticism, Sehwag remained optimistic. In a late-August video, he said:
“We are world champions… I am sure we are the best team in the Asia Cup. Under Sky’s captaincy, we will do well.”
India has been placed in Group A with the UAE, Pakistan, and Oman. The Men in Blue begin their campaign on September 10 against UAE, clash with Pakistan on September 14 in Dubai, and conclude the group stage against Oman on September 19 in Abu Dhabi.
Why the India–Pakistan Promo Triggered Such a Reaction
- Unsettling Timing
The April-23 Pahalgam terror attack, which claimed 26 civilian lives, remains fresh in public memory. Many felt that highlighting India–Pakistan rivalry so soon was insensitive.
- Sehwag’s Contradictory Role
Sehwag’s involvement raised eyebrows because of his earlier vocal criticism of sporting ties post-terror attacks. Fans labelled his participation as opportunistic and tone-deaf.
- Commercial Over Sentiment
The teaser’s dramatic framing appeared profit-driven, overshadowing the emotional climate. High ad rates—₹14–16 lakh per 10-second slot for India–Pakistan matches—highlight the commercial stakes.