Pakistan cricket faces a dire situation following its poor performance in the Champions Trophy, especially after a significant loss to India, which pushed the team toward elimination. Sponsorship for the men’s national team may become challenging, despite a boost from a vibrant turnout at the stadium during the Australia-England match. While the PCB has secured hosting fees and ICC revenues, the brand value of Pakistan cricket is at risk. Critics blame PCB chairman Mohsin Naqvi for prioritizing stadium upgrades over team performance. The upcoming Pakistan Super League will reveal the extent of the negative impact on the cricketing financial landscape.
Pakistan cricket finds itself in another precarious situation, with attracting sponsors for the men’s national team potentially becoming a major hurdle following a dismal performance in the Champions Trophy. Traditional rival India defeated Pakistan by six wickets in their match in Dubai on Sunday, pushing the tournament hosts to the edge of elimination. Just a day prior to this crushing defeat, officials from the Pakistan Cricket Board (PCB) were overflowing with optimism after a great turnout at the Gaddafi Stadium for the Australia-England match. “It was encouraging to witness fans responding positively and enjoying a match not involving Pakistan,” remarked a board official.
“However, the real challenge now is to keep the audience engaged for the remaining matches in Pakistan, especially since we are hosting such a significant event after 29 years,” he acknowledged.
The eight-team Champions Trophy marks the first ICC event in Pakistan since the 1996 World Cup, leading to high expectations of a strong performance from the home team.
A victory by New Zealand on Monday has meant that both Bangladesh and Pakistan are now eliminated from the tournament.
A reliable source from the board’s commercial division stated that the PCB is unlikely to face major financial repercussions even if Pakistan does not advance to the semi-finals, as the impact will primarily be felt through gate receipts and other onsite revenue.
Nevertheless, the brand value of the struggling team is anticipated to decrease.
“We are guaranteed hosting fees and our share of ICC revenues including ticket sales, but issues like dwindling interest in the mega event, broadcasters presenting half-filled stadiums, etc., are concerning. The most significant worry is that, despite the fascination for cricket here, marketing Pakistan cricket as a brand might become challenging in the future,” the source elaborated.
The loss to India has prompted fans and critics to direct their ire towards the board chairman, Mohsin Naqvi, who also serves as the federal interior minister and enjoys full backing from the establishment.
While most former players have largely sidestepped criticism toward the chairman, numerous critics on social media and YouTube have expressed their belief that Naqvi is accountable for his selection of the selectors and captain.
“His focus seemed primarily on upgrading the stadiums in Karachi, Lahore, and Rawalpindi, neglecting the more crucial aspect of fielding a team capable of reaching the finals in the Champions Trophy, as fans connect with performances,” the source indicated.
Despite the team’s unsatisfactory performance, the PCB has endeavored to execute the Champions Trophy successfully by showcasing its hospitality and ensuring top-notch security arrangements and facilities for the visiting teams and officials.
The approximate 1.8 billion rupees invested in upgrading the stadiums will also benefit Pakistan cricket; however, marketing and advertising professional Tahir Reza believes the foremost challenge is keeping fans emotionally connected with the team.
“It’s a common belief that cricket sells itself in Pakistan, but this is not entirely true; fan interest and attachment—whether from sponsors, advertisers, or broadcasters—are intricately linked to team performance,” Tahir stated.
He noted that the overall budget for sponsorships, advertisements, and endorsements in Pakistan is quite constrained, prompting companies to seek the best value for their investments.
“If the team underperforms, especially in a prestigious event like the CT, sponsors will not hesitate to redirect their funds to other areas with public appeal, such as music, entertainment, or other sports,” he added. With the 10th edition of the Pakistan Super League on the horizon, Tahir posited that this event will reveal the extent of the negative impact the team’s poor showing in the Champions Trophy has had on the financial market.
(Except for the headline, this story has not been edited by NDTV staff and is published from a syndicated feed.)
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