NEW DELHI: The official broadcasters of the Asia Cup have found themselves at the centre of controversy after releasing a promotional video featuring former Indian opener Virender Sehwag. Intended to build hype for the much-anticipated India-Pakistan group-stage clash on September 14 in Sharjah, the advertisement has drawn criticism for being “insensitive” in light of recent political and security concerns.
Political backdrop intensifies reaction
The uproar follows the April 23 Pahalgam terror attack that claimed 26 lives, leading India to condemn Pakistan over alleged links between the attackers and The Resistance Front, a Lashkar-e-Taiba (LeT) offshoot. Since then, several former cricketers and public figures have urged the BCCI to refrain from sporting ties with Pakistan.
The use of match footage from the 2024 T20 World Cup and emotionally charged messaging in the promo has amplified public criticism, with many arguing that such promotional campaigns overlook the sensitivities surrounding India-Pakistan relations.
Sehwag’s involvement questioned
Adding to the controversy is the choice of Virender Sehwag to headline the campaign. Known for his vocal opposition to cricketing engagements with Pakistan after past terror attacks, his appearance in the advertisement has left fans questioning his stance. Social media platforms have since been flooded with mixed reactions, ranging from disappointment to outright condemnation.
Sports Ministry reiterates policy
On August 21, the Sports Ministry clarified that India will continue to avoid bilateral sporting engagements with Pakistan but will participate in multi-nation tournaments like the Asia Cup, provided matches are played at neutral venues. Accordingly, the group-stage clash between India and Pakistan on September 14 will proceed as scheduled.
Growing debate over cricket diplomacy
While the promo was meant to excite fans, it has reignited the debate over whether high-profile cricket matches between India and Pakistan should be showcased in promotional campaigns amid ongoing diplomatic and security concerns. With less than three weeks to go for the Asia Cup, the controversy shows no signs of abating.