(Image source from: AP)
Pakistan cricket finds itself in a precarious situation once more, and this time securing sponsors for the men's national team may prove to be a daunting task for the governing authorities following a dismal performance in the Champions Trophy. In a match held in Dubai on Sunday, traditional rival India soundly defeated Pakistan by six wickets, leaving the host nation teetering on the edge of elimination. Just a day prior to this crushing defeat, officials from the Pakistan Cricket Board (PCB) were filled with optimism, buoyed by a strong turnout at Gaddafi Stadium during the Australia-England match. "It was a wonderfully encouraging experience to see such enthusiasm for a match that did not involve Pakistan," remarked a PCB official. "However, the pressing concern now is to maintain that level of crowd attendance for the remaining matches here, especially since we are hosting such a significant event for the first time in 29 years," he acknowledged.
The Champions Trophy, featuring eight teams, marks the first ICC event in Pakistan since the 1996 World Cup, leading to heightened expectations for a successful showing from the home team. Following a New Zealand victory on Monday, both Bangladesh and Pakistan are now eliminated from the tournament. A reliable insider within the board's commercial sector indicated that the PCB would not face substantial financial repercussions even if Pakistan fails to reach the semi-finals, as only ticket sales and related revenue would be impacted. However, the diminished brand image of the struggling team is a cause for concern. "While we are guaranteed hosting fees and our share of ICC revenue, including ticket sales, challenges remain such as waning public interest in the tournament, broadcasters showcasing half-empty stadiums, and perhaps the greatest concern is that, despite the passion for cricket here, promoting Pakistan cricket as a brand in the future could prove difficult," he explained.
The loss against India has prompted fans and commentators to direct their discontent towards the board chairman, Mohsin Naqvi, who concurrently serves as the federal interior minister and enjoys strong support from the establishment. While many former players have refrained from harsh criticism of Naqvi, there remains a vocal contingent on social media and YouTube who attribute blame to him for his selection of the team’s captain and selectors. "His attention seemed to be focused solely on upgrading the venues in Karachi, Lahore, and Rawalpindi, neglecting the essential need for a competitive team capable of contending for the final in the Champions Trophy, since fans are ultimately connected to on-field performances," the source stated. Despite the team’s lackluster display, the PCB is dedicated to ensuring the Champions Trophy is a successful affair, showcasing hospitality and providing top-notch security and facilities for visiting teams and officials.
The investment of around 1.8 billion rupees in stadium renovations is a positive step for Pakistani cricket. However, marketing and advertising expert Tahir Reza argues that the primary hurdle lies in maintaining fan engagement with the team. He stated, "While it’s often claimed that cricket promotes itself in Pakistan, that's not entirely true. The enthusiasm and loyalty from fans, sponsors, advertisers, and broadcasters are largely influenced by the team's performance." He noted that the overall budget for sponsorships, advertisements, and endorsements in Pakistan is rather restricted, prompting companies to seek maximum value from their investments. "If the team underperforms, especially at prominent events like the Champions Trophy, sponsors may easily redirect their funds to other areas of public interest, such as music, entertainment, or different sports." As the 10th season of the Pakistan Super League approaches, Tahir is concerned that the negative results from the Champions Trophy will significantly affect financial aspects related to the event.
