Sony Sports Network has launched ‘Not a Gentleman’s Game’, a campaign promoting the upcoming Women’s T20 Asia Cup 2026, led by Indian cricket captain Harmanpreet Kaur.
The campaign challenges cricket’s traditional description as a “gentleman’s game” and focuses on the intensity, preparation and competitive approach of the Indian women’s cricket team. The film features Kaur alongside footage of training, match action and India’s World Cup triumph.
The film opens with actor Amitabh Bachchan referencing the familiar phrase before Kaur challenges the idea, positioning the campaign around the message that cricket and competitive excellence are not defined by gender.
The campaign is part of Sony Sports Network’s promotional strategy for the tournament, which will be played in the UAE from August 28 to September 13, 2026. India will face Pakistan on September 5.
Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India said, "The Indian women’s team has transformed both how cricket is played and how it is followed in this country. They are world champions, they play an aggressive and fearless brand of cricket, and they enter every contest expecting to win. ‘Not a Gentleman’s Game’ captures that confidence through Harmanpreet Kaur and celebrates a team that has made the nation believe. The Women’s T20 Asia Cup promises high-intensity cricket, and we are delighted to bring every moment of it to audiences on Sony Sports Network and Sony LIV.”
Harmanpreet Kaur, India women’s cricket team captain said, “There is nothing gentle about the way we prepare or the way we play. This film captures the intensity, confidence and ambition of our team. We know what it takes to win on the world stage, and we are now focused on carrying that momentum into the Women’s T20 Asia Cup and bringing the title home.”
‘Not a Gentleman’s Game’ will run across Sony Sports Network’s television channels and Sony LIV before and during the tournament. The Women’s T20 Asia Cup will be broadcast exclusively on the network and streamed on Sony LIV.
