4 min read
It is February 2026. Tensions between India and Pakistan are at a boiling point. The Government of Pakistan has taken a historic stand, forbidding the Men in Green from taking the field against India in the upcoming T20 World Cup 2026 clash on February 15 in Colombo. It is a principled boycott, a response to years of cricketing isolation and the diplomatic fallout from “Operation Sindoor”.
Yet, if you switch on PTV Sports right now to watch the World Cup, you are greeted by a jarring sight. During the commercial breaks, Indian legend Sachin Tendulkar, star batsman Abhishek Sharma, and Indian Captain Suryakumar Yadav are seen promoting “DP World”.
This visual hypocrisy has sparked outrage across the nation. If we can boycott the match, why can’t we boycott the ads? Why is the state broadcaster promoting the “enemy” while our government refuses to play them?
The T20 World Cup 2026 “World Feed” Trap
The answer lies in the fine print of global sports broadcasting. PTV Sports does not control the camera feed you see.
When PTV secured the rights to ICC events for the 2024-2027 cycle, they bought access to the “World Feed”. This is a centralised video stream produced by the ICC’s partners. Crucially, this feed comes hard-coded with advertisements from the ICC’s Global Partners, brands like Coca-Cola and DP World.
Because India generates over 80% of global cricket revenue, these brands overwhelmingly use Indian cricketers as their global faces. PTV cannot legally “black out” these specific ads without breaching their contract. Doing so would risk their broadcast license for the entire World Cup.
In short, PTV is forced to broadcast Indian faces to Pakistani living rooms because the financial architecture of world cricket is built on Indian capital.
The Price of Dignity: We Are Not Beggars, But The Cost is Real
The outrage regarding the ads is fueling the call for a total disconnect. Why stop at just the match? Why not tear up the broadcast contract too?
Critics argue the PCB is too poor to fight back, but the numbers tell a different story. We are not beggars in the world of cricket. The PCB is currently ranked among the top four richest cricket boards globally. The 2023-24 fiscal year was a financial watershed for Pakistan cricket:
- Record Revenues: The board saw a massive 40% surge in revenue, pulling in approximately PKR 19.32 billion, driven by ICC revenue shares and the commercial success of the PSL.
- Record Profits: The PCB posted a historic profit of PKR 10 billion.
- National Contribution: The board is a financial heavyweight for the state, paying a record PKR 4 billion in taxes.
We have the war chest. The question is not about ability… it is about the burn rate.
The official broadcaster, JioStar, is reportedly preparing a $38 million (approx. PKR 10.5 billion) lawsuit against the PCB for the Feb 15 boycott. They argue that a World Cup without an India-Pakistan match is a “material breach” of inventory value.
Do the math. The lawsuit amount is almost identical to the PCB’s entire record-breaking annual profit. We are financially sovereign enough to stand our ground, but doing so means torching a year’s worth of unprecedented growth in a single legal battle.
A History of Disrespect Before the T20 World Cup 2026
The anger among Pakistani fans is not just about ads… it is about accumulation. The current boycott is a reaction to the humiliation faced during the Champions Trophy 2025.
Remember the “Glitch”? When India played Bangladesh in Dubai during the Champions Trophy, the on-screen graphics mysteriously omitted the name “Pakistan” from the host logo. The ICC called it a technical error. Fans called it an erasure.
Remember the Jersey Row? The BCCI initially refused to have “Pakistan” imprinted on their jerseys, despite Pakistan being the host nation. While they eventually relented after ICC pressure, the message was clear… they do not respect our sovereignty as a host.
The Bottom Line
We are now in a “No Handshake” era. The borders are sealed, trade is dead, and our team will not walk out in Colombo on February 15.
Yet, the commercial borders remain porous. Global capitalism does not care about geopolitical stances. As long as the ICC relies on Indian sponsorship money, PTV Sports will remain a hostage to these visuals.
Pakistan’s decision to boycott the match is a message backed by a balance sheet that has never been stronger. But until we can build a cricket economy that doesn’t rely on the “World Feed” dictated by our neighbours, we will be forced to watch Captain Suryakumar Yadav sell us soda during our own protests.
It begs the question… If we are rich enough to walk away from the pitch, are we brave enough to switch off the screen?
