Virender Sehwag faces backlash as Asia Cup 2025 promo sparks boycott calls against BCCI

Sehwag and BCCI face backlash as Asia Cup 2025 promo for the India–Pakistan clash sparks boycott calls.

Virender Sehwag (Image Credit: IPL)

The build-up to the Asia Cup 2025 has taken a dramatic turn, not for cricketing reasons, but because of a promotional campaign that has angered a large section of Indian fans. A teaser released by Sony Sports Network for the India–Pakistan clash, scheduled on September 14 in Dubai, has become the centre of a storm after it featured former opener Virender Sehwag alongside India’s captain Suryakumar Yadav and Pakistan’s fast bowler Shaheen Afridi.

What should have been an attempt to excite audiences ahead of one of cricket’s fiercest rivalries has instead been branded insensitive. The outrage comes in the backdrop of the Pahalgam terror attack earlier this year, which left 26 Indians dead. Many fans believe that celebrating a match against Pakistan so soon after the tragedy is an insult to the sacrifices made by soldiers and civilians. The anger spilled onto social media with hashtags like #BoycottAsiaCup trending, where users called out both Sehwag and the BCCI for ignoring national sentiment.

Sehwag, who has often taken strong nationalist positions on public platforms, was singled out for “double standards.” Critics pointed out that a figure who regularly speaks on patriotic issues should have refused to be part of the promo. Several fans even tagged the BCCI, accusing the board of prioritising commercial interests and broadcast contracts over the emotions of the country.

A clash beyond cricket

This is not the first time the India–Pakistan fixture has attracted political heat. Over the years, there have been repeated calls to cancel sporting ties following border tensions and terror incidents. The government’s stance has remained consistent, no bilateral cricket with Pakistan, but participation in multi-nation events is unavoidable. The Asia Cup, being a continental competition, falls in that category.

However, the intensity of the backlash this time highlights the widening gap between official policy and public mood. Political parties too have weighed in, with some leaders terming the fixture “shameful” under the current circumstances.

Despite the controversy, India is scheduled to open its campaign on September 10 against the UAE before meeting Pakistan four days later. Sehwag, meanwhile, has expressed faith in India’s ability to extend its recent dominance, having won both the ODI World Cup and the T20 World Cup in the last 12 months.

Whether the anger translates into real-world boycotts or fades once the first ball is bowled remains to be seen. But one thing is clear, the India–Pakistan clash is not just about cricket. It continues to be a stage where sport, politics, and patriotism collide.

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