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IND vs PAK Asia Cup promo leaves fans divided: 'It's not a rivalry anymore. Stop promoting this'

Divy Dubey

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IND vs PAK Asia Cup promo leaves fans divided: 'It's not a rivalry anymore. Stop promoting this' image

Sony Sports Network's latest promo for the India vs Pakistan clash at the Asia Cup has triggered a sharp backlash online. The broadcaster shared a video on X calling the fixture "Cricket's Greatest Rivalry," but many fans were not impressed.

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Instead of building excitement, the clip has reignited debate about whether the contest should even be marketed as a rivalry in today's climate.

Sony Sports promo sparks boycott calls

The promo, which declared "The world stops when they play", promoted the India vs Pakistan group-stage match on September 14. But replies under the post were filled with anger and frustration.

Some users dismissed the hype: "There's no rivalry left, stop promoting this show." Others went further - linking the game to political sensitivities.

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One fan wrote: "Everyone associated with this match from the Indian side can rot in hell. Boycott!" Another added: "Shame on you, Govt., BCCI, official sponsors, and broadcasters. We will not let these money maniacs profit from our raw sentiments for the nation."

India vs Pakistan: Scheduled amid political tensions

The backlash stems from the April 23 Pahalgam terror attack which killed 26 people. India accused Pakistan-linked groups of involvement and later cut off all bilateral sporting ties.

More: Shivam Dube creadits India coach for improvement after starring in Asia Cup opener against UAE - "My bowling is getting better"

Since then, several public figures and ex-cricketers have urged the BCCI to stop scheduling any cricket against Pakistan. The Sports Ministry has also reiterated that India will not engage in bilateral series with its neighbour.

In a statement on August 21, it clarified that Indian teams will neither travel to Pakistan nor host Pakistani sides. However, India will continue playing Pakistan in multinational tournaments like the Asia Cup as long as fixtures are held at neutral venues.

More: 'When Rohit Sharma gets angry...' - Rinku Singh reveals India captain's aggressive side on the cricket field

India vs Pakistan Asia Cup 2025 clash to go ahead

Despite the controversy, the September 14 India vs Pakistan match in the Asia Cup group stage will go ahead as scheduled.

For fans, the promo has struck a nerve, with many questioning whether the broadcaster should present the clash as a rivalry rather than acknowledging the political sensitivities.

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Divy Dubey

Divy Dubey is a content producer for The Sporting News' India edition. He has a passion for cricket and is an avid fan of football. His work spans culture, media, and digital trends. With a background in research and a curiosity-driven approach, he enjoys crafting thoughtful, engaging stories that invite readers to see everyday topics in a new light.