Ahead of the Asia Cup 2025 beginning, a storm surrounded the official tournament promotion. Sony Sports Network has released a video to hype the most-awaited fight between India and Pakistan on September 14 at the Dubai International Cricket Stadium.
Instead of creating excitement, it has triggered outrage among fans, leading to boycott calls and heavy criticism directed at Virender Sehwag and the Board of Control for Cricket in India (BCCI).
The video, made to capture the thrill of one of the fiercest rivalries in cricket, has instead drawn severe backlash. Fans vented their anger on social media, questioning Sehwag’s decision to appear in the promo and accusing the BCCI of ignoring national sentiment.
The phrase “Patriotism ends where…” was widely circulated online, reflecting the emotions of those who believe that sport should not overshadow the ongoing political and security tensions between India and Pakistan.
The controversy has been building since the Asian Cricket Council (ACC) confirmed the tournament schedule earlier this month. The BCCI had initially taken a cautious stance following the April 22 terror attack in Pahalgam, which not only left the country shaken but also strained bilateral relations further. At one point, speculation was rife that India might withdraw from the event, raising the possibility of the entire Asia Cup being scrapped.
However, months of uncertainty were put to rest when ACC chief Mohsin Naqvi, who also heads the Pakistan Cricket Board (PCB), formally announced the venues and dates. The confirmation that India and Pakistan could face each other up to three times during the competition—once in the group stage, potentially in the Super Four, and possibly again in the final—only heightened public discontent.
For many fans, the latest promo became the tipping point. Social media was flooded with angry reactions, with users urging Indian viewers to boycott the entire tournament. Critics argued that the broadcaster’s emphasis on the India-Pakistan clash commercialised the rivalry at a time when public emotions are sensitive. Sehwag, who has often been vocal on national issues, was singled out for allegedly sending a “contradictory message” by endorsing the promo.
Adding fuel to the fire, the video also featured India’s T20I captain Suryakumar Yadav and Pakistan’s pace spearhead Shaheen Afridi. While the intent was to showcase star power and stoke anticipation, the execution backfired as fans saw it as an unnecessary glorification of the rivalry.
The BCCI now finds itself in a difficult position. On the one hand, it must fulfill its obligations as a key member of the ACC and ensure India’s participation in the tournament. On the other, it faces mounting public anger from fans who have accused the board of being insensitive to the larger national mood.
With the countdown to the Asia Cup underway, the debate over cricketing ties with Pakistan has once again overshadowed the sport itself. The coming days will reveal whether the calls for boycott translate into action, or whether the lure of one of cricket’s most celebrated rivalries ultimately brings fans back to the screen.
