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'Completely kills the vibe': Indian cricket fans fume over SonyLIV's 'eyesore' virtual ads during IND vs IRE 1st T20I originally appeared on Cricket News. Add Cricket News as a Preferred Source by clicking here.
KEY TAKEAWAYS:
- Indian fans criticized SonyLIV over intrusive virtual ads during the India vs. Ireland 1st T20I.
- Viewers complained the superimposed ad blocks overlaid players and obscured the field of play.
- The backlash comes as Sony reports strong advertiser demand for the Ireland and England tours.
MORE:IND vs IRE 1st T20I 2026 scorecard, result and highlights as the Ireland beat India for first time in international cricket
Indian cricket fans fume over SonyLIV's 'eyesore' virtual ads during IND vs IRE 1st T20I
SonyLIV's coverage of the India vs Ireland first T20I in Belfast drew sharp criticism from Indian cricket fans, who took to social media to vent their frustration over what they described as intrusive virtual advertising. Many viewers felt the superimposed ad blocks plastered across the field detracted heavily from the viewing experience.
The complaints centered on digitally inserted advertisements that appeared to overlay the playing surface and, at times, the players themselves. Fans argued that the volume and placement of the ads made the broadcast feel cluttered, with several saying it felt like watching billboards rather than a live cricket match.
The backlash unfolded as India began their overseas white-ball season under new captain Shreyas Iyer, a fixture that has attracted significant viewership and commercial interest. For many fans, however, the commercial push appeared to have come at the cost of the on-screen product.
Indian fans fume over 'eyesore' virtual ads
Several supporters expressed their displeasure in strong terms on X, with one viewer lamenting how the sheer number of virtual ads diminished the experience. "So many virtual ads on the field that it feels less like watching cricket and more like watching billboards. Completely kills the vibe," one fan posted on X.
Another viewer directed their frustration squarely at the broadcaster, calling out the placement of the ads over key figures on the field. "Ads overlaying the bowler, the batter, the keeper and the umpire. What an eyesore and pain in the ass. Please do better @sonyliv," the user wrote.
Some fans went further, warning that the trend could worsen during higher-profile matches and that the field itself risked being obscured entirely. One viewer drew a striking comparison to convey just how distracting the swaying ad blocks appeared. "Wtf is this?????," questioned one.
They were angry about why the ads were the central component of a broadcast aimed at viewers to enjoy a game of cricket. "These superimposed ad blocks seem to sway on the screen. For a moment, all those pictures from the earthquake in Venezuela came to mind. Eventually, outfields will not be visible on the screen during India games," the fan posted.
But while the fan experience has been sub-optimal with these broadcast decisions, Sony itself has made some lucrative deals on the back of these ad slots.
A commercially lucrative tour for Sony
The criticism comes at a time when Sony is enjoying strong commercial returns from the property. According to a report by MediaNews, the broadcaster has signed nine sponsors for the Ireland and England tours, with nearly 70% of its advertising inventory already sold.
Akshay Agrawal, Head of Linear Ad Sales at Sony Pictures Networks India, noted that the India-England series commands a significant premium over comparable tours. "From a commercial standpoint, India-England commands a 35-40% premium over most other India bilateral tours for a similar number of matches," Agrawal said.
While the commercial strategy reflects the immense appeal of Indian cricket, the fan reaction in Belfast underlines the delicate balance broadcasters must strike. As advertiser demand grows, supporters have made clear that an uncluttered view of the action remains their priority.
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