Social media backlash erupts over Asia Cup promo
BCCI, Virender Sehwag, and Sony Sports Network are facing a wave of criticism after the broadcaster released a promotional video for the India vs Pakistan Asia Cup clash on September 14 in Dubai. The clip, designed to build excitement ahead of the tournament, instead fueled outrage online as fans threatened boycotts and accused both the board and Sehwag of insensitivity.
According to multiple reports, the backlash stems from growing anger in the wake of the Pahalgam attack in April, which had already sparked debates about India’s participation in the tournament.
Policy tensions and fan anger
The uproar builds on long-standing tensions. Earlier this year, speculation mounted that India could pull out of the Asia Cup altogether. However, the Asian Cricket Council (ACC) confirmed the tournament schedule, raising the possibility of India and Pakistan meeting up to three times during the event.
The controversy also reignited focus on India’s official sports policy regarding Pakistan.
“India’s approach to sports events involving Pakistan reflects its overall policy in dealing with that country,” stated the ministry policy.
“In so far as bilateral sports events in each other’s country are concerned, Indian teams will not be participating in competitions in Pakistan. Nor will we permit Pakistani teams to play in India.” — stated the ministry policy.
Yet officials confirmed that multilateral events like the Asia Cup would not be restricted.
“We will not stop Indian cricket team from playing in Asia Cup as it is multilateral,” the ministry source had said, speaking to news agency PTI.
“But Pakistan will not be allowed on Indian soil for bilateral competitions. But we will not stop them from multilateral events as we will abide by Olympic Charter,” he had told PTI.
Sehwag’s comments in promo spark further criticism
Adding fuel to the fire, Virender Sehwag appeared in Sony Sports’ promotional video, where he expressed confidence in India’s chances at the tournament.
“We are world champions. We just won the World Cup, T20 World Cup, and I am sure that we are the best team in the Asia Cup, and hopefully we will win the Asia Cup,” Sehwag said in a video posted by the Sony Sports Network on social media.
“I think we have a very good side, and Sky is leading from the front, and he’s a top player in the T20 format. I’m sure that under his captaincy, we will do well because we’ve seen in the past when Sky has taken over, we won a lot of T20 games, and I’m sure that we will win the Asia Cup also,” he added.
Many fans saw his remarks — and his participation in the ad — as poorly timed, triggering personal attacks on social media and fresh criticism of both Sehwag and the BCCI.
Sehwag saab proving ‘patriotism ends where advertisement money begins’. pic.twitter.com/8xLr25Gczm
— Navaldeep Singh (@NavalGeekSingh) August 26, 2025
Over patriotic ads for India pakistan
And also Sehwag on Odd days . And then you lot worship these brainded people who asks who sells you deshbhakti churan. And it's you who is the part of the problem who are very gullible. No wonder you are getting scammed by rich and poor both… https://t.co/XrEepYfKhI pic.twitter.com/k9g2nahaJj— Archer (@poserarcher) August 26, 2025
We will Boycott pic.twitter.com/FCQ7ZcqaHU
— Surenddra verma (@mrsurendra) August 25, 2025
What lies ahead for India in the Asia Cup
Despite the uproar, India’s campaign is set to go ahead as planned. The team, led by Suryakumar Yadav, will open against the UAE on September 10, face Pakistan on September 14, and close the group stage against Oman on September 19 in Abu Dhabi.
With fans calling for boycotts, the controversy highlights the deep sensitivities that surround cricketing ties between India and Pakistan — where sporting spectacle, politics, and public sentiment collide.
