A pre-match promo meant as a playful take on a rivalry instead triggered fan backlash for the World Cup’s official broadcaster in India. Star Sports quickly deleted a social media video promoting India’s ICC T20 World Cup 2026 Super 8 clash against South Africa after widespread criticism over its tone and messaging.
The now-removed clip — shared ahead of the February 22 encounter at the Narendra Modi Stadium in Ahmedabad — centred on a café exchange between an Indian and a South African supporter, using a cupcake as a symbolic device tied to both cricketing history and domestic South African politics.
I really wish Star Sports to lose the Broadcasting rights of ICC Tournaments and IPL asap.
First 300 Drama, now these Cringe ads, bootlicking 2-3 individuals and 1-2 big teams.
0 creativity. 0 Nostalgia. 0 depth in cricketing discussions.
I know they'll bring this cringe fest… https://t.co/UWD5s7HgZs pic.twitter.com/eASnrjEyBK
— Pratyush Halder (@pratyush_no7) February 18, 2026
Promo narrative reignites 2024 final wounds
In the video, the Proteas fan rushes to grab the last cupcake and declares “missed it” as he beats his Indian counterpart to the table. The Indian supporter shrugs off the moment as a “loss,” apologising — which prompts the South African fan to ask, “For what?”
The reply sharpens the narrative: “For beating South Africa in the 2024 T20 World Cup.” India’s seven-run victory over South Africa in the Caribbean final remains a painful memory for Proteas supporters, and the promo leans heavily into that context.
The exchange escalates further when the South African fan chokes on the cupcake, and the Indian fan adds, “Hey, choking? We’ll repeat the history of ’24. We will defeat the Proteas again.” The scene ends with the South African character still appearing to choke on the cupcake — a clear nod to the long-standing “chokers” tag often attached to South Africa in ICC tournaments.
The cupcake imagery was also interpreted as a reference to South African President Cyril Ramaphosa, who has been nicknamed “Cupcake” domestically — a layer that intensified reactions across social media.
Star Sports had accompanied the video with the caption: “#TeamIndia ki do purani aadatein hain… Jeetna. Aur history repeat karna 🇮🇳🤩 Let’s gooo #MenInBlue! 👊 💙” — a post that has since been deleted.
Social media backlash grows across fan bases
While rivalry-driven marketing has long been part of cricket broadcasting strategy, many fans viewed the promo as crossing into disrespect.
One widely circulated post on X by an Indian user stated: “To all South African and non-Indian cricket fans: this is not how we feel about your teams. This petty ad campaign is ridiculous, shameful, and lacks creativity. It doesn’t represent us Indian fans at all. Please ignore it. Let’s celebrate cricket together.”
To all South African and non Indian cricket fans: this is not how we feel about your teams. This petty ad campaign is ridiculous, shameful, and lacks creativity. It doesn’t represent us Indian fans at all.
Please ignore it. Let’s celebrate cricket together.
— Akshay🏏 (@NarwadAkshay) February 18, 2026
Another user wrote: “Banter is part of the game, but this feels unnecessary. Cricket is meant to bring people together, not breed this kind of negativity. Quality cricket doesn’t need ‘disgusting’ promos to build hype. Let the skills on the field do the talking on Sunday!”
The hashtag ‘Cupcakegate’ began trending as debate intensified over whether the promo represented harmless banter or an avoidable provocation.
Rivalry marketing under renewed scrutiny
Star Sports has historically leaned into rivalry-led storytelling, most notably with its “Mauka Mauka” campaign ahead of the 2015 ODI World Cup, which became a cultural phenomenon. However, recent campaigns such as this one have drawn more mixed reactions, particularly in an era where franchise cricket has globalised fan bases and softened traditional national divides.
The India vs South Africa Super 8 match — scheduled for a 3.30pm start at the 132,000-seater Narendra Modi Stadium — was already positioned as one of the marquee fixtures of the second phase.
For South Africa, the reference to the 2024 final defeat and the familiar “chokers” narrative adds emotional edge. For India, it places additional spotlight on a team expected to deliver on home soil.
With the promo removed, the focus now returns to the field — where the result on February 22 will ultimately determine whether the marketing bravado translates into cricketing reality.
