Sports
Sony Sports Network launches ‘Not a Gentleman’s Game’ for Women’s Asia Cup
Harmanpreet Kaur fronts campaign as India enter UAE tournament as world champions
MUMBAI: Forget the gentleman’s game, the women are bringing the game face. Sony Sports Network has launched its latest campaign for the Women’s T20 Asia Cup 2026, turning cricket’s familiar “gentleman’s game” tag on its head with India captain Harmanpreet Kaur leading the charge.
Titled ‘Not a Gentleman’s Game’, the campaign opens with Amitabh Bachchan invoking the familiar phrase, only for Harmanpreet to deliver a blunt counter: “Na hum gentle hain, aur na hi humara game.” The film then shifts from words to work, showing the intensity behind India’s rise through solitary training, heavy weights, bruised hands and relentless preparation.
The campaign tracks that grind into the spotlight, moving from hard-fought training sessions to explosive performances, packed stadiums and India’s World Cup triumph. Its central message is straightforward: winning is not defined by gender, and the blue jersey belongs to a team determined to play on its own terms.
The timing is deliberate. India enter the Women’s T20 Asia Cup 2026 as world champions, with Harmanpreet and her side looking to carry that momentum into the continental tournament in the UAE.
The tournament will run from 28 August to 13 September 2026, with the marquee India-Pakistan clash scheduled for 5 September. Sony Sports Network and Sony LIV will carry the tournament for audiences.
Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India, said the Indian women’s team had transformed both the way cricket is played and followed in the country. He described the campaign as a reflection of a team that plays an aggressive and fearless brand of cricket and enters contests expecting to win.
For Harmanpreet, the film mirrors the team’s approach on the field. “There is nothing gentle about the way we prepare or the way we play,” she said, adding that the side is focused on carrying its momentum into the Asia Cup and bringing the title home.
The campaign will run across Sony Sports Network’s television channels and Sony LIV in the run-up to and during the tournament, putting the spotlight on a side whose cricket increasingly needs no qualifiers, just a scoreboard.
