Many years ago when I was operationally active in sports sponsorship for Lakson Tobacco – which at the time was the largest sports sponsor in the country, supporting, encouraging and bringing to the TV screen some 15 sports or so – I witnessed an incident that epitomised everything that has been wrong in our sports over the last two decades. If the event the organisers told us we would have to postpone. The reason: the chief guest, a senior government functionary, would be unavailable as he had to be in Islamabad on the day. Naturally, the promotion went to waste and when he was available again (on short notice at that) we did what we could to build awareness
Here are the reasons why sports associations in Pakistan are not attracting long term sponsorship.
Funds are spent on the perks and privileges of the top administrators
Government and sponsorship funds are controlled by the people at the top of the associations and are spent in operational costs, official trips to international events, foreign coaches (who either leave frustrated, are incompetent or both) and in building infrastructures that are probably worth half the value spent.
Limited TV coverage
Before the T20 series, no domestic cricket tournament was telecast on cable. Even Pakistan Television (PTV) has withdrawn the facilities it used to give in the 1970s to first class cricket. PTV used to show live sports on Friday mornings and afternoons.
The solution
Put every player through a fitness drill and a talent test and put those that qualify on a six-month trial period. If they prove their ability, passion and fitness, they should be turned into role models and leased out to sponsors and for merchandising.
Talent hunts should be organised for every sport the same way Pepsi and Mobilink do in cricket. Go to the chak’s of Pakistan and bring out the talent; it just needs opportunity. Every sport in Pakistan has potential if handled properly
No comments:
Post a Comment