As the Asia Cup 2025 approaches, controversy has overshadowed the build-up to the much-awaited tournament. Sony Sports Network, the official broadcaster, released a promotional video centred on the India vs Pakistan match scheduled for September 14. While the campaign was intended to generate excitement, it has instead provoked widespread anger on social media.

The advertisement features India’s T20I captain Suryakumar Yadav, Pakistan’s pace spearhead Shaheen Afridi, and former Indian cricketer Virender Sehwag. However, its release just weeks after the April 23 Pahalgam terror attack — which killed 26 civilians — has led many to accuse the endorsers of insensitivity. Critics argue that celebrating a sporting rivalry with Pakistan during a period of national grief is both inappropriate and provocative.

Virender Sehwag has come under particularly sharp criticism. Social media users were quick to recall his 2018 comments advocating for a boycott of the Asia Cup over scheduling issues, contrasting them with his prominent role in the current promo. Many questioned the shift in stance, suggesting that commercial gain may have influenced his involvement. One user wrote: “You once urged a boycott for back-to-back matches. Now, when lives have been lost, you’re promoting it — is money more important than the nation?”

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The controversy highlights the continued sensitivity surrounding India-Pakistan cricket ties, especially in the context of political and security tensions.

Sehwag weighs in on workload management

Former India opener Virender Sehwag weighed in on the current hot topic in the world of cricket: workload management, and believes it is an "important" aspect, especially for fast bowlers.

The workload management became a much-talked-about topic after the conclusion of the Anderson-Tendulkar Trophy. Some fans and former cricketers questioned why Jasprit Bumrah was restricted to just three appearances while Mohammed Siraj played all five tests on the trot.

Sehwag gave his take on whether workload management holds much relevance in the sport. He believes it doesn't have much prominence in the batter's aspect but matters for bowlers, especially the speedsters.

"I think workload is important, especially for bowlers. For batsmen, I don't think workload is a problem, since they can play and don't have to play too many matches anyway. So, I think it's important mainly for bowlers, especially fast bowlers," Sehwag said in a video posted by the Sony Sports Network on social media.

"If they are managed properly, they can play for a longer time. For India, it's important that all fast bowlers stay fit, because in big events like the Asia Cup or World Cup, if they are available, India's chances of winning will be higher," he added.

There were speculations about Bumrah's availability for the Asia Cup, which is scheduled to begin on September 9. However, the rumours were put to rest after the 31-year-old was announced as a part of India's 15-player squad. Sehwag sees him as a game-changer along with young Abhishek Sharma and mystery spinner Varun Chakravarthy.

"I think Abhishek Sharma can be a game-changer. Bumrah is always a game-changer. Varun Chakravarthy, with his mystery bowling, was very effective in the Champions Trophy and in the T20 format as well. So, these are some game changers for India who can win matches on their own," he added.

Meanwhile, the cricketing world is expected to bustle with activity with the onset of the Asia Cup.