Striving for the Champion’s Table

Globally, sports marketing has evolved significantly over the past few decades with an emphasis on leveraging sports’ popularity and reach. But has Pakistan, with its vast potential for sports marketing, benefitted from this opportunity? With this in mind, this article delves into questions regarding the transformative power of sports, unexploited opportunities, the changing landscape and the integration of sports marketing and corporate social responsibility.

There is no doubt that sports marketing, branding and sponsorship, globally and in Pakistan, have undergone a transformative change, largely drawn by the digital revolution. Digital marketing strategies have enabled brands to reach their target audiences more precisely and in real time. Additionally, branding has evolved beyond logos and slogans and now encompasses a brand’s online persona and social media presence, creating a 24/7 digital identity that directly influences consumer perceptions.

Sponsorships have become more strategic, with brands seeking partnerships that align with their values and which provide unique digital and offline experiences for fans. This has expanded the reach of sports marketing and deepened its impact, fostering stronger connections between brands and their audiences.

It is from this point of view that it is important to highlight and appreciate the role played by corporate entities in the promotion and sponsorship of sports in Pakistan. Coca-Cola, Wills, HBL, Mobilink, National Bank, PIA, Pepsi and Tapal initiated their campaigns in the eighties, nineties, and 2000s, and some carried on, notably Pepsi and HBL. The important point here is to note the disparity in the choice of sport, as none of the sponsors could see beyond cricket because of its mass, sentimental and glamour appeal – and which constitutes an example of an unexploited opportunity in terms of brand outreach and the development of a multi-faceted sports infrastructure.

Contrast this with India, whose foray into sports marketing and sponsorship across multiple sports disciplines has yielded numerous benefits. In sports like archery, badminton, boxing, cycling, football, hockey, kabaddi, rowing, tennis, track and field, volleyball and wrestling, Indian government funding and corporate sponsorships have contributed to the development of infrastructure and the discovery of talented athletes and winning teams. This commitment was evident at the 19th Asian Games 2023 held in Hangzhou, with India claiming the fourth position winning 107 medals among 50+ participating Asian countries. Pakistan won three medals in total and stood at the 31st position on the points table.

Grassroots development has been an Achilles’ heel of Pakistan’s sports development planning and there are barely any success stories beyond cricket. Three worthy exceptions are the seventies PIA’s Colts programme in cricket, hockey and squash, which successfully unearthed and nurtured raw talent, and in 2009 the Hunt for Heroes programme by Mobilink, which discovered teenage prodigy, Babar Azam. The third is the commitment by the Karachi United (KU) soccer academies in 2004 which reached out fairly successfully in search of gifted footballers in Lyari. KU now needs a Braveheart sponsor to take its goals to the next level. According to FIFA, Pakistan currently stands at 195 (men) and 157 (women) out of 207 member countries. The recent victory by the Pakistan football team in the FIFA World Cup qualifier comes on a silver platter for high-budget sponsors who should grab this opportunity and kick off a countrywide search for soccer talent.

1 Opportunities in Sports Marketing: The fact that sports marketing in Pakistan has missed several opportunities is often attributed to factors such as management inefficiencies, inadequate infrastructure, limited investment and financial resources, and a lack of strategic planning. Let’s identify two fundamental unexploited opportunities.

Grassroots Development: In Pakistan, cricket enjoys immense popularity, but other sports like football, hockey and squash (where we once reigned supreme) athletics and many others have been overlooked.

Women in Sports: Despite the glossy promotion of women’s cricket, there has been a lack of substantial investment in promoting women’s sports in general. Is it because we look at the cultural and celebrity aspects of a sport only and not at skills and physical development? This is an opportunity to tap into a growing and passionate fan base and promote gender equality.

2 The Transformative Power of Sports Marketing: Sports marketing has the potential in Pakistan to transform brands and enhance corporate image in profound ways. Here are some thoughts.

Brand Exposure: Sponsorships, advertisements and partnerships with sports teams or athletes offer unparalleled exposure to a wide and engaged audience. This exposure can significantly boost brand recognition and recall.

Emotional Connection: Sports evoke strong emotions and loyalty among fans. Associating a brand with a beloved team or athlete (not necessarily cricket) can foster a deep emotional connection between the brand and consumers.

Enhanced Image: Supporting sports and athletes aligns brands with qualities like excellence, teamwork, determination and national pride. This association can enhance a brand’s image and make it more appealing to consumers.

3 Sports Marketing Compared To 30 Years Ago: Some notable changes include:

Digitalisation: The internet and social media have revolutionised sports marketing. Brands have multiple digital platforms to engage with fans and consumers, enabling real-time interactions and targeted advertising.

Data Analytics: Advanced data analytics tools have allowed brands to gain deeper insights into consumer behaviour and preferences, facilitating more precise and effective sports marketing campaigns.

Diversification: Sports marketing has diversified to include a broad range of sports, including non-traditional sports, women’s sports, emerging sports and even virtual sports. This expansion has opened new opportunities for brands.

4 The Bigger Picture: The bigger picture extends beyond individual brand promotion and encompasses the broader impact on society, the economy, and corporate social responsibility.

Economic Impact: Sports events, sponsorships and related activities generate substantial revenue and employment opportunities. They contribute to the overall economic growth of a country.

Nation-Building: Sports have the power to unite. Participating in major events, like the Olympics or the World Cup can instil a sense of national pride and identity.

CSR and Sponsorships: CSR is increasingly intertwined with sports marketing. Brands use sponsorships to support causes like education, health, women empowerment and environmental conservation, demonstrating their commitment to social and environmental well-being.

5 CSR and Sponsorships: These include:

Community Engagement: Brands often use sports sponsorships to engage with local communities. They support grassroots sports development, youth programmes and infrastructure improvements, contributing to community well-being.

Cause Marketing: Many brands align with social or environmental causes through sports sponsorships. For example, a brand might sponsor a marathon to raise funds for a charity, demonstrating a commitment to giving back.

Sustainability Initiatives: Brands are increasingly concerned about their environmental impact. Sports sponsorships can be leveraged to promote sustainability initiatives, such as eco-friendly stadium construction or zero-waste sporting events.

In a country as large as Pakistan, the past few decades have seen missed opportunities and insufficient official and corporate sector commitments in sponsorships, sports marketing and infrastructure development. Now is the time to embrace the power of sports marketing to transform brands, engage consumers, drive CSR initiatives, and more importantly, promote Pakistan’s country image.

Menin Rodrigues is a marketing and communications consultant.
meninr@gmail.com