• Netizens on social media criticized the BCCI and broadcaster for promoting the India vs Pakistan Asia Cup match amid recent political tensions.

  • Despite controversy and boycott calls, India will play Pakistan in the Asia Cup following government approval for multilateral tournaments.

Fans blast BCCI and broadcaster for spotlighting India vs Pakistan clash in Asia Cup 2025 promo amid strained ties
Fans blast BCCI and broadcaster for spotlighting India vs Pakistan clash in Asia Cup 2025 promo amid strained ties (Image source: X)

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The upcoming India vs Pakistan clash in the Asia Cup 2025 has triggered unprecedented fan outrage, not because of cricket but due to the timing and tone-deaf promotional campaign surrounding the September 14 encounter. Sony Sports Network‘s recent promotional video featuring Virender Sehwag has become the lightning rod for criticism, with fans questioning the appropriateness of hyping the match when diplomatic and military tensions between the nations remain at an all-time high following the tragic Pahalgam terror attack and subsequent military operations.

The promotional campaign, branded “Rag Rag Mein Bharat” and featuring emotional cricket moments from previous India-Pakistan encounters, was intended to build excitement for the Dubai showdown. However, it has instead sparked #BoycottBCCI and #BoycottAsiaCup hashtag campaigns across social media platforms, with fans accusing both the board and broadcaster of prioritizing commercial interests over national sentiment.

Asia Cup 2025: When cricket meets geopolitical reality

The controversy stems from the brutal Pahalgam terror attack on April 22, 2025, which claimed 26 civilian lives, predominantly targeting Hindu tourists. The attack, claimed by The Resistance Front – a proxy of the banned Lashkar-e-Taiba – prompted India to launch Operation Sindoor in May 2025, a coordinated military response targeting terrorist infrastructure in Pakistan and Pakistan-occupied Kashmir. The military escalation included missile strikes, drone battles, and artillery exchanges before a ceasefire was negotiated on May 10, 2025.

Against this backdrop of recent military conflict and ongoing tensions, many fans view the cricket promotion as grossly insensitive. Social media reactions have been particularly harsh, with one fan posting: “Terror and entertainment cannot go together” and promising to boycott the match entirely. Another criticized Sehwag directly, writing: “Never expected your patriotism to be bought in such a way. Pahalgam’s horror on Hindu tourists will never be forgotten“.

The criticism has extended beyond individual fans to include political opposition parties, with leaders like Priyanka Chaturvedi from Shiv Sena (UBT) condemning what she termed the BCCI’s pursuit of ‘blood money’ from the match. The timing of the Asia Cup schedule release on Kargil Vijay Diwas – commemorating India’s victory over Pakistan in the 1999 Kargil War – has been seen by many as particularly tone-deaf.

Also READ: Fans call for boycott after Indian Sports Ministry clears India vs Pakistan clash in the Asia Cup 2025

Here’s how fans reacted:

India vs Pakistan: The commercial imperative vs national sentiment

Despite the public outcry, the financial stakes surrounding India-Pakistan cricket matches remain enormous. Sony Sports Network has set premium advertising rates of INR 14-16 lakh for every 10-second slot during the highly anticipated encounter. As per multiple media reports, Industry estimates suggest that India-Pakistan matches have generated approximately INR 10,000 crore ($1.3 billion) over the past two decades, making them the most commercially valuable fixtures in cricket.

This commercial reality has led to accusations that the BCCI is prioritizing revenue over national sentiment. The #BoycottBCCI campaign has gained significant traction, with fans arguing that the board should have taken a principled stand against playing Pakistan, similar to the World Championship of Legends tournament where Indian players refused to take the field against Pakistan and forfeited their semi-final spot.

The Indian Sports Ministry has attempted to clarify the government’s position, stating that while bilateral cricket ties remain suspended, India will continue participating in multilateral tournaments like the Asia Cup. However, this distinction has failed to satisfy angry fans who want a complete sporting boycott of Pakistan across all formats and tournaments.

As the September 14 clash approaches, the BCCI faces a significant credibility crisis. While the match will likely proceed as scheduled – with potential for three encounters if both teams reach the Super 4 and final stages – the promotional controversy has already overshadowed the sporting narrative, raising fundamental questions about the intersection of sports, politics, and national sentiment in contemporary India-Pakistan relations.

Also READ: From India to Pakistan: Main jersey sponsors of each Asia Cup 2025 participating team

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About the Author:
AKASH THAPA
Akash Thapa is a dedicated cricket journalist with three years of experience in the media industry. A BA (JMC) graduate from VIPS, GGSIPU, and a postgraduate in MAJMC from the University of Lucknow, Akash combines his academic credentials with a deep-rooted passion for cricket.His background as a former junior-level wrestler and cricketer enriches his insightful analysis and commentary on the game. Known for his inventive approach to writing and his commitment to capturing the nuances of cricket, Akash is a true aficionado of the sport.Connect with Akash on LinkedIn, X, and Instagram.