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After the poor performance in the Champions Trophy, Pakistan cricket is in hot water once more, and this time, even getting sponsors for the men's national team may be difficult for the defending champions. The tournament hosts were on the verge of elimination after rivals India crushed Pakistan by six wickets in their match on Sunday in Dubai. Their elimination was further confirmed by New Zealand beating Bangladesh. Following an incredible turnout for the Australia-England match at the Gaddafi Stadium, the Pakistan Cricket Board (PCB) officials were bursting with optimism the day before India dealt the team a lethal blow.
"It was an uplifting experience to see people respond and enjoy a match not involving Pakistan. But now, the challenge is to ensure the crowds keep on coming for the remaining matches in Pakistan, because we are hosting such a big event after 29 years," a board official told PTI.
Pakistan brand value to take big hit
It was anticipated that the home team would perform well in the eight-team Champions Trophy, the first ICC competition held in Pakistan since the World Cup in 1996. Bangladesh and Pakistan were eliminated from the competition after New Zealand won on Monday. Even if Pakistan does not make it to the semi-finals, the PCB will not suffer much financially, according to a trustworthy source close to the board's commercial section, because only gate receipts and other sources of ground revenue will be impacted. But the struggling team's brand value is going to suffer.
"We are guaranteed hosting fees, our share of ICC revenues including ticket sales, but there are other issues like people losing interest in the mega event, broadcasters showing half filled stadiums etc. And the biggest worry is despite the craze for cricket here, it may not be easy to sell Pakistan cricket as a brand in future," he said.
The board chairman, Mohsin Naqvi, who also serves as the federal interior minister and is known to have the full support of the establishment, has been singled out by supporters and detractors for criticism following the loss to India. Despite the fact that the majority of the former players may have refrained from bringing the chairman to the cleaners, Naqvi continues to face criticism on YouTube and social media for his selection of the captain and selectors.
"His focus appeared to be on just the upgrade of the stadiums in Karachi, Lahore and Rawalpindi whereas he forgot that the most important thing was to have a team that could make it to the final in the Champions Trophy because fans relate to performances," the source told PTI
Despite the team's lackluster performance, the PCB has made every effort to ensure the Champions Trophy is a success by being hospitable and offering the best facilities and security measures to the officials and touring teams. Although Pakistan cricket will benefit from the roughly 1.8 billion rupees spent on stadium upgrades, marketing and advertising expert Tahir Reza thinks that maintaining fan engagement is the team's biggest obstacle.
"It's easy to say cricket sells itself in Pakistan but that is not the case because the interest and attachment of fans, sponsors, advertisers, broadcasters is all linked to the performances as well," Tahir said.
He emphasized that businesses typically seek the best return on their investments because Pakistan's overall budget for sponsorships, ads, and endorsements is already very small.
"If the team does not perform, and that too in a high-profile event like the CT, the sponsor wouldn't hesitate to invest his money in other public interest domains like music, entertainment, other sports etc."
Tahir thought the upcoming 10th edition of the Pakistan Super League will demonstrate the extent to which the team's dismal performance in the Champions Trophy affected the money market.
