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Profiting from hate? The business behind India-Pakistan cricket

By Vidya Bhushan Rawat* 
It is surprising that the government allowed the Asia Cup to take place at a time when hatred and hostility dominate the atmosphere. Once, leaders guided people toward dignity and restraint, but today leaders themselves appear to encourage divisiveness, reducing politics to street-level antagonism. 
Sport, particularly cricket, was once a field where people could rise above national differences. Crowds would cheer not only for their own team but also for moments of brilliance from the opposition. Players have always cherished such atmospheres, where the spirit of the game transcended boundaries.
I have long stopped watching these matches, though I understand the politics behind them better now. Sadly, players are no longer just sportspeople; they risk becoming an extension of state propaganda. How one can focus on playing the game amid such toxic rhetoric is difficult to imagine. In the past, even when hostility was high, the contest retained a certain balance. For Indian players, playing in Pakistan once meant facing a hostile crowd and perhaps even biased officiating. 
Victories were seen by some across the border as a triumph of religion over another, and yet, India continued to play. At times, Pakistan was the stronger side, and Indian teams faced repeated defeats. Javed Miandad’s famous last-ball six off Chetan Sharma in 1986 shook India’s cricketing confidence, but with time, players matured. Cricketers like Sunil Gavaskar, Kapil Dev, Mohinder Amarnath, and Syed Kirmani spoke with sense and dignity, even in tense times.
What is wrong, after all, in a handshake? If hatred is the guiding principle, then perhaps everything should stop. But the reality is different. Beneath the noise of nationalism lies an enormous commercial opportunity. India–Pakistan matches have become the most reliable spectacle for broadcasters and corporations to secure profits, regardless of the political climate. This is why, despite the rhetoric of ultra-nationalist voices, these encounters continue to be staged.
Today, players represent not only their countries but also the governments of the day. They earn enormous sums, and their identities extend beyond sport into business and celebrity. That financial and political entanglement makes it nearly impossible for them to speak against power. Perhaps they need not do so—but if matches are to be played in the spirit of war, then one should question the very purpose of playing them.
Earlier, hostile crowds were condemned, but now it is often the management and institutions that feed hostility. Money is earned, while everyone pretends the opposite. The hypocrisy is glaring. India–Pakistan matches, instead of building goodwill, have become occasions for spreading venom, with paid trolls amplifying hate. This creates additional pressure on those whose loyalty is unfairly questioned.
If sport is truly meant to build peace, then India and Pakistan must either stop playing altogether or commit to playing with reason and responsibility. Condemning terrorism and violence is essential, but playing cricket should not become a proxy for unresolved hostilities. Pakistan’s state apparatus has historically pursued a policy of “bleeding India,” which has not disappeared. On the other hand, some Indian voices openly fantasize about eliminating Pakistan. Both positions are impossible. Neither Hindus can erase Muslims, nor can Muslims erase Hindus, and India and Pakistan cannot erase each other. Neighbors cannot be chosen, but they must learn to coexist.
One can only hope that good sense prevails. Bishan Singh Bedi, never afraid to speak his mind, embodied such clarity. Sunil Gavaskar, though careful not to offend the establishment, has always wielded words with expertise. Kapil Dev, when he speaks unfiltered, often does so with conviction from the heart. Players like Syed Kirmani and many others fought valiantly for Indian cricket, and their contributions cannot be erased by the noise of trolls on either side.
Unfortunately, we live in an age when power thrives on fake news, deepening polarisation. If players feel it is unworthy to play against Pakistan, then they should simply refuse, irrespective of the tournament. But if they do play, it must be in the true spirit of sport—promoting peace rather than enmity. The current double standard—profiting from the hype while claiming hostility—serves only the elite.
Today, sports no longer seem to bring peace. They bring celebrity, corporate profit, and political capital. Sportspersons themselves are industries, while ordinary people are reduced to clapping from the sidelines. Many may find joy in this spectacle, but for me, the soul of sport has been lost.
---
*Human rights defender

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