The Invisible Boycott: Why the India-Pakistan Match Feels Wrong

NILIM KASHYAP BARTHAKUR

A game of bat and ball, or a matter of national dignity? The India–Pakistan cricket match has always been more than just a sport; however, recent events have brought this question to the forefront of national debate.

For a long time, sports have been about bringing people together from different countries, sharing a love for the game, and finding peace and friendship. But sometimes, especially with the India-Pakistan cricket match, it feels like the game is less about sports and more about something else: money, television ratings, and politics.

This is exactly what has happened recently. After a terrible terror attack in Pahalgam where 26 people were killed, and then a strong response from India called “Operation Sindoor,” the next cricket match between India and Pakistan has become a huge and difficult topic. For many people, watching this match feels wrong. It’s like playing a game with someone who has hurt you, and it feels like a slap in the face to the families who are still grieving and to the soldiers who are fighting for our country.

The public’s anger is real and runs deep. Social media platforms, especially X, have been flooded with posts expressing grief and frustration. Hashtags like #BoycottIndoPakMatch and #JusticeForPahalgam have trended widely, with over 1.2 million posts recorded on X between August 15 and September 10, 2025, according to social media analytics. People are not just upset about the match; they feel that playing it ignores the nation’s pain for the sake of entertainment and profit.

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This sentiment has led to a unique form of protest, a quiet boycott. Instead of loud demonstrations or street protests, many Indians are choosing to simply not watch the match on their TVs or streaming platforms. This silent act of defiance is a powerful way to show solidarity with the victims’ families and the soldiers fighting for the country.

According to a survey conducted by India Today on September 5, 2025, 68% of respondents supported boycotting the India-Pakistan match, citing national pride and respect for the victims as their primary reasons.

The Board of Control for Cricket in India (BCCI), the richest cricket board in the world with a net worth of over $2 billion as of 2024, is in a difficult position. The Asia Cup, where this match is set to take place, is not organized by the International Cricket Council (ICC), which governs global cricket events like the World Cup.

Instead, it is run by the Asian Cricket Council (ACC), a regional body with members including India, Pakistan, Sri Lanka, Bangladesh, and Afghanistan. The ACC reported in 2024 that the Asia Cup generates approximately $100 million in revenue, with India-Pakistan matches contributing nearly 60% of that amount due to their massive viewership.

India has a longstanding policy of not playing bilateral cricket series with Pakistan, a decision rooted in diplomatic tensions and security concerns. Since 2012, India and Pakistan have not played a bilateral series, with their last Test match occurring in 2007. However, multi-nation tournaments like the Asia Cup are different.

If India refuses to play Pakistan in such events, they risk forfeiting the match, which could result in a loss of points and potential sanctions from the ACC. In 2023, for instance, India’s decision to host Asia Cup matches outside Pakistan due to security concerns led to a hybrid model where India played its matches in Sri Lanka, a compromise that sparked heated debates.

For the BCCI, pulling out of the match could also have financial repercussions. The India-Pakistan match is a cash cow, with advertising slots during the 2023 Asia Cup fetching up to $200,000 for a 30-second spot, according to industry reports. Broadcasters like Star Sports and streaming platforms like Disney+ Hotstar rely on these matches to drive subscriptions and ad revenue.

In 2023, the India-Pakistan World Cup match was watched by over 300 million people globally, making it one of the most-viewed sporting events of the year. For the 2025 Asia Cup, estimates suggest viewership could reach 350 million, with 70% of the audience coming from India alone.

But for the people calling for a boycott, these rules don’t matter much. They see this as a test of our values. They feel that playing with Pakistan, even in a tournament, sends the wrong message. It can look like we’re willing to forget what happened for the sake of a game and the huge amount of money it brings in.

This is where a lot of people feel that the desire for high TRP (Television Rating Points) is taking advantage of the nation’s sorrow. The India-Pakistan matches are a goldmine for television channels and advertisers, and it feels like this money is being put ahead of our national self-respect.

The debate over this match raises a bigger question: what should India’s long-term stance be? If India believes that Pakistan is involved in supporting terrorism, its actions need to be consistent. Playing cricket one day and condemning terrorism the next creates a confusing message. A full and consistent boycott of Pakistan, not just in cricket but in trade, diplomacy, and cultural exchanges, could send a clear signal to the world that India will not normalize relations until terrorism is addressed.

A boycott would have significant consequences. For Pakistan, losing the revenue from India-Pakistan cricket matches would be a major blow. In 2023, the PCB earned approximately $30 million from the Asia Cup, with the India match alone contributing $18 million through shared broadcast rights and sponsorships.

A sustained boycott could also affect Pakistan’s participation in global tournaments, as India’s absence would reduce the commercial appeal of these events. On the diplomatic front, a boycott would reinforce India’s position that terrorism and talks cannot coexist, a stance articulated by the Ministry of External Affairs in its 2024 annual report.

However, a boycott comes with costs for India as well. Withdrawing from tournaments involving Pakistan could lead to penalties, such as loss of ranking points or exclusion from future events. In 2019, for example, India’s refusal to tour Pakistan for security reasons led to tensions within the ICC, though no formal sanctions were imposed.

Additionally, India risks alienating fans who see cricket as a unifying force. A 2024 ESPN survey found that 55% of Indian cricket fans believe sports should be kept separate from politics, highlighting the divide in public opinion.

The match will happen, or it won’t. But the feelings and questions it has brought up will not go away. Did the people who died get justice? Is it right to watch a game when so many are in pain? And what is our plan for the future?

The decision of people not to watch the match is a powerful statement. It’s not just about cricket. It’s a demand for a clear and firm national policy, a desire for accountability, and a reminder that for a nation, some things are more valuable than a game, no matter how popular or profitable it is.

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