The Asia Cup 2025 is underway, despite being surrounded by controversy and public backlash. Tensions between India and Pakistan escalated to new heights after the tragic terrorist attack in Pahalgam. In the aftermath, Sony Sports Network and SonyLIV have been facing the brunt of public anger ever since the high-voltage clash between the two nations (September 14) was announced. Now, SonyLIV has landed in yet another controversy.
For many viewers, the experience of watching the recent India vs. UAE Asia Cup 2025 match on SonyLIV was spoiled by an unexpected and uncomfortable presence: a barrage of condom and other sexually-themed advertisements.
Users wasted no time voicing their frustration on social media. While it’s undeniable that advertisements are one of the most important revenue streams for any streaming service, the type, frequency, and placement of these ads have become a major point of contention, especially during live events.
@SonyLIV It is requested that condom advertisements may kindly be avoided during Asia Cup live-streamed matches, as such content makes parents uncomfortable when children are watching. @BCCI Please take it seriously.
— RAJENDRA PRAJAPAT (@PvibhuvRp) September 11, 2025
@SonyLIV Please stop showing the condom ads during Asia cup cricket matches. Its embarrassing to watch with family.@DurexIndia @ManforceIndia – please promote your ads on A listed content only#IndVsPak #AsiaCup #AsiaCup2025
— KD (@kunald1996) September 11, 2025
Hey @SonyLIV , have you guys lost it all? Showing condom ads during live streaming of a cricket match, what sort of sense is that?
Cricket is a household commodity in India, family watches it together, kids watch it too. This is so cheap of you.#asiacup #INDvUAE #AsiaCupsquad pic.twitter.com/NjltO6NAow— Mr Teots (@Vipin_Teots) September 10, 2025
I am currently watching the Ind vs UAE on @SonyLIV (subscribed).
I don't know about you but I feel Sony LIV fell short by 4.
(4 more condom ads in between overs, would have been just enough to make it a great family experience).
— Deepak (@itsssssDD) September 10, 2025
Dear @SonyLIV Request you to stop showing condom Ads on asia cup matchs its too frequently. things getting awkward here watching match with family. At least show to targeted audience not on tv please. #AsiaCup2025 #INDvsUAE @BCCI
— OOPISE (@waterhunt20) September 10, 2025
@SonyLIV Pathetic channel too much condom ads . A person can’t even see a cricket match with family and kids.
— Jasmeet Singh (@Jasmeet63671914) September 10, 2025
Aree yaar bas karo condom ke advt
Kitne dikha rhe ho yaar. Ghar me parents ke saat match bhi nahi dekh paa rha.This is too much!@SonyLIV @DurexIndia @ManforceIndia#AsiaCup2025 #uaevsind
— RandomTweets (@Discovering21) September 10, 2025
Cricket is not just a sport in India; it’s an event that brings families together. People love watching cricket with their friends, colleagues, and family members. For many, it’s not only a favourite source of entertainment but also a way to strengthen their bonds with one another.
This is why one of the main complaints from SonyLIV users is that they find it extremely uncomfortable to watch a cricket match interrupted by condom or sexual health-related ads, as it spoils their overall streaming experience. To make matters worse, these ads are unskippable.
From a business perspective, SonyLIV is leveraging a high-demand event with a massive audience to maximize ad revenue. With ad rates for premium matches like those in the Asia Cup soaring, the platform is likely fulfilling commitments to its advertisers. However, from a user’s perspective, this strategy reflects a disregard for viewer comfort and the context in which the content is being consumed.
The emotional investment of fans, many of whom watch with family and children, means streamers like SonyLIV must be more sensitive about the content they promote. This controversy serves as a stark reminder that while the streaming business may revolve around numbers, the user experience is about more than just a flawless stream. It’s about trust, context, and delivering a seamless, enjoyable experience.
The backlash against SonyLIV’s ad choices during the India vs. UAE match is more than just a few angry tweets; it’s a significant signal from the consumer base. As streaming services compete for attention and subscriptions, they must re-evaluate their advertising strategies to strike a better balance between commercial interests and audience expectations. Stay tuned for more updates.
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