The Asia Cup 2025 has already found itself in a storm, but not because of cricket. Instead, the focus is on politics. India’s participation in a tournament involving Pakistan has triggered a backlash among fans, who feel betrayed that cricket boards and broadcasters are prioritizing business over national sentiment.
Social media is flooded with posts urging viewers to boycott the matches. Hashtags like #DeshdrohiSonySports and #DeshdrohiBCCI are gaining traction, calling out both the BCCI and Sony Sports Network. The anger isn’t limited to television, streaming giant JioHotstar is also being targeted, with fans asking others to avoid tuning in so that viewership numbers, and ad revenues, take a direct hit.
For broadcasters, this is a nightmare scenario.
Sony and JioHotstar thrive on high TRPs and streaming traffic during marquee cricket tournaments. If enough fans follow through on the boycott threats, the ripple effects could be significant: lower ad rates, reduced sponsor confidence, and dented credibility.
Even a recent ad that is making a mess out of it as fans are claiming that the ad is creating an environment of forced secularism.
The bigger question is whether this outrage will remain confined to social media or actually make a real impact.
Indian fans have historically criticized but rarely abandoned cricket en masse. Yet, in today’s climate, where digital activism can snowball into real economic pressure, Sony and JioHotstar may not be able to take this lightly.
Politics and cricket have always had a complicated relationship in the subcontinent. This time, the broadcasters could end up paying the price.
Sony’s Asia Cup promo reeks of forced secularism, rubbing salt into our wounds by making the India–Pakistan clash its USP, and ironically featuring ultra-nationalist Virender Sehwag.
Chaliye, deshbhakti ka chooran chaat kar Asia Cup ka mazaa lete hain.
pic.twitter.com/szuFqxfKpS— THE SKIN DOCTOR (@theskindoctor13) August 26, 2025
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