Page 32 – Synergyzer

Dearth of Brand Engagement; Curious Case of Pakistan Snooker

Zain Aijaz

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October 27, 2023

If anyone asks you a question today, ‘What sport do you like the best,’ or ‘Whose your favourite sports person,’ you would probably take a name that you kept witnessing through advertisements, brand hoardings, and product engagement. That’s because brand involvement has a major role in uplifting the image of a sport, the popularity of players, and business income.

Unfortunately, in Pakistan, all these boxes got clicked for just one or two sports, and others are just badly neglected. It is not that we didn’t do well in any of these; in fact, there were many accolades to cheer about in several sports if we go back to our country’s history. From undefeated titles in squash to the World Cup and other international titles in hockey to amazing performances and representations in the Olympics, sadly, these are all now just stories from the glorious past when we think about sports in our country.

One of these sports that deserves mass recognition is snooker. If we look back at the past, there was a time when well-directed brand integration helped snooker reach the masses and made it among the most popular sports in Pakistan.”

How Once Backing Snooker Made It a Household Name

If we look into the archives, we find that even Quaid-e-Azam had a keen interest in Snooker. Formally, Snooker was birth in Pakistan almost after the formation of the Pakistan Billiards and Snooker Association (PBSA) in 1958, followed by the first National Snooker Championship in 1960. Pakistan also had the opportunity to host the 2^nd IBSF World Amateur Snooker Championships in 1966. However, the overall status of the game remained low-key until the glorious period of 1990 began.

While recalling the developments of those times, veteran journalist Ehsan Qureshi highlighted that the era of Snooker’s fame started when Asghar Ali Valika (President of PBSA) and Lakson Group’s brand Red & White joined hands for the 1991 National Snooker Championship. The event was masterminded by a famous name in the marketing and advertising industry of Pakistan – Ahmed Kapadia, who was working with Lakson Group at the time and is now the CEO of his own communications group called “Synergy Group.” The event got a sponsorship of Rs 4 million, allowing Pakistan to witness an extravagant Snooker event for the first time at the national level.

The brand partnership stretched to organize the Asian Snooker Championship in 1992. Ehsan recalled that it was the first major Snooker event that got telecasted on Pakistan Television (PTV) due to the strong involvement of a big brand. In a quick span, the Red & White brand got associated with Snooker & the sport became a raging hit across the country.

The partnership went on to organise the 1993 IBSF World Snooker Championship. With an eye-glaring financial back of Rs 15 million, the game earned a perfect placement and mass appeal. This event became the stepping stone of Snooker’s roaring fame in Pakistan.

In the following year – 1994, pride of Pakistan Muhammad Yousaf won the first major international snooker title for the country with a stunning performance in the IBSF World Snooker Championship held in Johannesburg, South Africa. His victory added more respect and stardom to the game.

The brand involvement and consistent victories of Pakistani players kept the financial situation of the game at a prime level. Pakistani players continued to shine as Muhammad Yousaf won the ACBS Asian Snooker Championship in 1998, and Shokat Ali won the gold medal in the singles event of the 1998 Bangkok Asian Games and a bronze medal with Saleh Mohammad. Similarly, Saleh Mohammad and Naveen Perwani paired to win the bronze medal in the team category. Saleh Mohammad remained runners-up in the 2003 IBSF World Snooker Championships.

That was the era when, in every area of large cities, one could see a Snooker club where young boys would gather to religiously play and practice.

The sponsorship from the brand made the game financially viable and allowed players to shine, as much of their expenses were borne by PBSA & brand. But in 2005, the Framework Convention on Tobacco Control by the World Health Organization banned advertising, promotion, and sponsorship of tobacco. This resulted in the removal of all cigarette-related branding from all fronts used for marketing purposes.

Snooker’s Suffering for Recognition in Pakistan

Some people believe that Pakistani players don’t have the potential to compete in International Snooker, and that has pushed the sport back in terms of fame. But on the contrary, Pakistani players kept bringing pride to the country’s name with consistent victories. For other sports, it could be said that lack of noteworthy performances pulled down their fame, but in the case of Snooker, we never fell short of achieving notable triumphs but fell short of support from sponsors.

Muhammad Yousaf won the IBSF Seniors/Masters World Championship in 2006. Then in 2010, Mohammad Sajjad was the runner-up of the ACBS Asian Snooker Championships held in Thailand, and in the Asian Games of 2010, Pakistan’s team (Imran Shahzad, Sohail Shahzad, and Shahram Changezi) won the bronze medal. A great feat came in 2012 when Mohammad Asif became the new World Champion by winning the IBSF World Snooker Championships in Bulgaria. In the following year, Mohammad Asif and Mohammad Sajjad won the 2013 IBSF World Teams Snooker Championship.

In 2014, a new talent came into the Pakistan Snooker realm when the 21-year-old Hamza Akbar qualified for the semi-finals of the 2nd Asian Team Championship in Karachi. Hamza Akbar brought the honour of Asian Champion to Pakistan by winning the Asian Championships in Kuala Lumpur.

While talking about the state of the game, Hamza claimed that Snooker holds more followers than any other sport but it falls short of having the due recognition because of inadequate financial support, “I think no game has won more medals than snooker for Pakistan. At the club level, this sport still has more followers than other games. But despite continuous wins, players are not sponsored by any organization,” expressed Hamza Akbar.

About the finances involved in playing Snooker professionally, Hamza explained that it is a very expensive practice and anyone who wants to play professionally needs a decent amount of money. Due to the continuous financial backlash, the club level of Snooker also deteriorated. This means that players now have fewer facilities to train and brush up their skills. Hamza said the business of the snooker club is slowly decreasing which is affecting the overall upbringing of this sport. He added that if the situation continues, then no good junior player is going to be seen in the near future.

Hamza believes that the involvement of good brands will help uplift the situation of Snooker as it’s an expensive sport and needs financial backing. He pointed out that in Pakistan, snooker has been limited to only one or two events due to the absence of sponsors. This has pushed many snooker players to play Q School – an amateur snooker competition through which players can qualify for the World Snooker Tour.

Those who say that snooker nose-dived in Pakistan should know that our players left no stone unturned in dominating major competitions. The shortage of brand involvement in snooker stole the charm from the game. From 2016 to 2019: Pakistan won the team event of the 1st Asian Billiards Sports Championship, the Under-18 IBSF World Championship, the 1st IBSF World Team Cup, the 7th Asian Team Snooker Championship, and the World Snooker Championship for the second time.

Pakistani player Ahsan Ramzan made history by becoming the youngest player to win the World Snooker Championship at the age of 16 and recently won the Asian U-21 Snooker Championship. Even at the professional level, M. Asif has started to earn recognition as he thrashed 7X World Champion Stephen Hendry in the British Open ’23.

What can be the reason for brands keeping a distance?

Every expert has their own theory when asked why no brand gets connected to snooker like the one did in the 90s. Even though National Bank gives support to it, and previously, Jubilee Insurance also took part as a sponsor, snooker’s image is still not as big as it should be.

Some say it’s because of internal complications in PBSA. Others think that conflicts between IBSF and WSF make it hard for companies to take part in branding. But the bottom line is that organisation-level issues are ultimately haunting brands and, subsequently, the future of Snooker. Moreover, in the current political and financial chaos in Pakistan, it seems difficult for any applaudable development to take place anytime soon.

The situation would only change if someone like Ali Asghar Valika took a personal interest in rectifying the problems and re-branding Snooker. Like several other areas of our country, the disinterest of the government also hinders its growth. It may be because when it comes to sports, their concentration is just on the growth of selective games that have popularity. More sadly, Snooker – like many other games and departments, is also facing a situation of brain drain. Many talented players fled to other countries, and if the trend continues, Snooker will become one of the lost stories in Pakistan’s history

Championing The Sports Ground

Muhammad Ali Khan

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October 27, 2023

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Throughout the history of sports, spectators have played an integral role. From the ancient spectacles of blood sports within the grand Colosseums to the contemporary fervour of fans filling football stadiums today or other sports ground, sports have consistently drawn audiences who passionately rally behind their teams. This heightened sense of competition intensifies the excitement, especially when supporters of rival teams find themselves seated face-to-face.

From their inception, sports have effortlessly captured what businesses still invest billions to attain – an emotionally engaged and dedicated audience. Over time, brands recognized the potential of partnering with these sporting events, capitalizing on their magnetic appeal to effectively convey messages to the attentive spectators.

Sports were meant to be played on grounds that were historically only accessible to in-person spectators, but with the evolution of its coverage came the evolution of the partnerships that brands fostered with these sporting events. From Tobacco Cards in the 19^th Century, which featured pictures of baseball athletes on cards and placed inside cigarette packs, to the time that proper stadiums were built for various sports, all have featured elements of branding or advertising.

When radio and television became mainstream and sporting events were covered as part of their programming, advertisers found priceless opportunities to tap into the large audiences now accessing these sporting events through multimedia. Sporting brands such as Adidas started giving away free merchandise to players in a bid to increase their brand’s visibility.

With this year’s Asia Cup in full swing and Pakistani spirits high, there could not be a better time to deliberate on the wealth of branding opportunities that sports advertising offers. With the advent of digital media, brands today are making magic happen on the ground as well as in people’s homes – all by cleverly piggybacking on the hype and excitement of various sports events.

Good vs Great Sports Advertising

What sets impactful sports advertising apart from mere sponsorships or the routine placement of ads during televised sports matches is the strategic interplay of three fundamental components: the cleverness of the message, the relevance of the brand with the sport and the uniqueness of its execution.

Successful sports advertising hinges on crafting a message that is not just compelling but also cleverly constructed. This involves developing content that goes beyond basic promotion and connects with viewers through sentimental value. By incorporating humour, storytelling, or thought-provoking concepts, advertisers can ensure that their message leaves a lasting impression. For example, Star Sports’ viral ‘Mauka Mauka’ campaign in 2015 was able to ensure the idea stuck with audiences due to the way it tapped into people’s sense of rivalry and the historical Pakistan-India feud.

Relevance is key

Relevance plays a huge role in determining whether people will remember the brand behind the advertising or just the content itself. No brand would want to spend millions in a campaign only to realize that people have no idea who made the ad. David Ogilvy’s quote sums it up best, ‘When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” Budweiser, in its classic ‘Wazzaa’ campaign developed for Monday Night Football in 1999, ensured relevance by creating relatability and representing the combination of watching a game while having a beer with your friends.

Execution is everything

After refining the message and ensuring its relevance, the focus shifts to execution. Will it be just another conventional televised ad, or is there room to infuse the campaign with an extra layer of excitement? One illustrative instance hails from KFC, who installed a life-sized bucket within the cricket stadium, pledging scholarships through its Mitao Bhook initiative, with each successful sixer that landed inside the bucket. They also came up with the ‘buckethead’ idea, where they encouraged customers to wear the KFC bucket as a hat in many games across the world.

In 2016, Gatorade capitalized on the Super Bowl tradition of dunking and involved audiences sitting at home to experience the same by creating a unique Snapchat filter that allowed audiences to live the dunk through AR. Another brilliant example is Michelob Ultra Beer’s campaign with the NBA and Microsoft during COVID-19, in which they wrapped the entire basketball court with screens and invited audiences to join the match through Microsoft Teams.

Paramount Pictures came up with a creepy but ingenious idea to promote its new movie Smile last year – in which they paid actors to simply sit in the stands at baseball games and smile into the camera. They leveraged the excitement and the camerawork in the stadium to showcase something entirely unexpected. When spectators, as well as TV viewers watching the game, picked up on this stunt, the film received staggering media attention.

Innovative ideas like these have the power to transcend the ordinary, providing sports viewers with an utterly distinctive experience. In the end, it’s the brands that master this art of distinction that emerge as the true champions of the field, leaving an indelible mark on the ever-evolving landscape of sports advertising.

Battling To Enter The Eyeball Or Heart?

Mazhar Ali

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October 26, 2023

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A young population like that of Pakistan can be associated with the highest levels of energy and passion, which are best reflected in its interest and participation in sports. Undoubtedly, cricket is the most beloved and widely followed sport in Pakistan. Most of us eagerly wait for the Pakistan Super League every year. The passion for cricket goes to the next level with international tournaments like the Asia Cup and World Cup around the corner.

Watching cricket hardly goes without being exposed to commercials. Ignoring the irritation caused by excessive commercials during highly awaited international tournaments is difficult. It is not the number of advertisements (ads) that makes us angry but rather their intervention while watching engrossing cricket matches. Imagine how it feels when you hardly celebrate watching a six by your favorite player, and an ad interrupts your jubilation! It infuses you with negative feelings for commercials marring your cricket-watching experience. A reader may wonder: aren’t commercials important?

Who can deny the contribution of commercials in bringing all the colours to sports? The money raised through these commercials is a major source of lucrative payments to the players we love. Without the contribution made through commercials, the Pakistan Cricket Board (PCB) cannot promote young blood aspiring to present their country in the most loved sport and build infrastructure for them through stadiums and cricket academies to nurture emerging raw talents.

The problem lies in relying too heavily on providing maximum exposure to the brands being promoted. Exposure is a means, not an end, of marketing brands. Consumers never turn on television sets to watch commercials. Commercials often disrupt the experience. With digital media readily available, consumers now have numerous options to avoid ads during matches. It is essential to understand how an advertisement can become impactful in order to achieve its objectives.

When someone is exposed to a commercial, the first challenge a marketer faces is to attract the viewer to watch the commercial. Assuming success on this, the next challenge is building a favourable attitude toward the ad. Research studies have manifested that the impact created by ads leads to favourable/unfavourable attitudes toward ads, which consequently affects buying behaviour. A favourable attitude toward ads is the key to achieving advertising effectiveness. Therefore, exposure to ads is just the start, not the end of the journey.

Our industry seems too obsessed with maximizing exposure to the brands – be it using on-screen tickers, time checks, or even eating slices of the cricket match. Who cares about the viewers? One may always defend it with some matrices reflecting higher viewership. What matrices cannot measure is the damage inflicted upon brands when they intrude during cricket matches, particularly affecting new brands that are still vying for mindshare. Established brands can afford to be less concerned about their media strategy, as people will not cease consuming their products due to irritation caused by excessive exposure.

But hold on, when so many brands are competing to establish their presence in the spotlight, does a strategy to maximize exposure make sense? The answer is a resounding “NO.” Some alternative approaches could be attempted to achieve the same objectives.

Make some new commercials for tournaments like the World Cup. Relate the content to cricket to hook the cricket fans into watching commercials. The love for cricket can transfer to brands, thereby benefiting everyone.
Engage the audience in the stadium during drink breaks, as we have witnessed in strategic time-outs in PSL tournaments. There have been effective engagements by brands like Head & Shoulder, Tapal, Golootlo, etc.. These engagements are interesting, especially considering the empowerment of cricket spectators, not forcing them into being part of these engagements.
Try to make small-duration commercials. On one side, they will save you costs, and on the other side, they will be less irritating, especially considering consumers’ intense involvement in the game.
Another similar option could be trying different variants of the same commercials as UFONE used to do a few years back, keeping the content fresh. A high frequency of the same content could be a possible cause of viewer resentment.
Distribute merchandise related to cricket in the stadium, such as t-shirts, jerseys, caps, and other accessories having alignment with cricket games, and also have similar incentives for online viewers.
Social media could be a good choice for engaging with cricket fans through polls, contests, and activities related to cricket.
You can offer incentives to popularize fans on mass broadcasting channels by sharing their photographs, attention-grabbing videos, and interesting feedback received through social media.
Brand placement is arguably the most effective and least intrusive measure. Having brands on boundary rope could be a good choice. You may also envision other important locations in the stadium for brand placement.
You may ask cricket fans to select their favourite teams. You can motivate them to predict the performance of their favourite players and reward them for making close predictions.
You can undertake some CSR initiatives like promoting cricket education programs, helping underprivileged players, and promoting health and fitness through cricket.

The pursuit of advertising effectiveness within the cricket viewing experience demands a nuanced approach. The quest for brand visibility should align with viewer satisfaction, utilizing strategies that resonate with the passion for cricket and the values it embodies. By fostering this equilibrium, advertisers can navigate the rich landscape of cricket, serving both brands and viewers, ensuring that the essence of the game remains at the forefront.

Empowering Women’s Football – An Interview with Rukhsar Rashid

Afifa Maniar

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October 25, 2023

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Empowering Women’s Football – An Interview with Rukhsar Rashid

Synergyzer: Can you share your journey as a former player of the Pakistan National Women’s Football Team and how it has influenced your passion for promoting women’s football?

Rukhsar Rashid: My journey as a former player for the Pakistan National Women’s Football Team and Captain of Diya Women Football Club has fuelled my passion for promoting women’s football. I realized the potential in young athletes, regardless of gender, when representing my country. Overcoming challenges in a male-dominated sport, I transitioned from player to coach with qualifications like AFC C License Coach and UEFA Level 1 Coach certifications, along with the International Futsal Coaching Certificate.

Founding the South Youth Soccer Academy, my vision was to nurture talents irrespective of gender, fostering qualities like self-confidence and teamwork. Volunteering at major tournaments like the FIFA World Cup Qatar 2022 and the UEFA Euro Women’s Football Championship 2022 broadened my perspective on women’s football’s global impact. The U.S. Exchange Program in 2019 reinforced the transformative power of sports. Coaching girls’ teams and leading them to international tournaments, including the Gothia Cup China x3, Norway Cup, and Turkey and Azerbaijan Friendly series, has been immensely rewarding. Receiving the 5th Women’s Achievement Award in 2021 from the Sports & Youth Affairs Government of Sindh and Pond’s Miracle Journey goals humbled me, but it also reminded me of the work ahead.

My journey from a player on the Pakistan National Women’s Football Team to the Founder and president of the South Youth Soccer Academy and the General Secretary of the Sindh Women Futsal Association stands as a testament to the enduring impact of sports. My passion for promoting women’s football is unwavering; every girl deserves a chance to pursue her dreams both on and off the field. Through dedication and collaboration, I am determined to leave a legacy inspiring generations to create a world where women’s football thrives and young athletes’ step onto the pitch with boundless confidence.

Synergyzer: How has your volunteering experience at prestigious events like FIFA World Cup Qatar 2022 and UEFA Euro Women’s Football Championship 2022 shaped your vision for the future of women’s football in Pakistan?

Rukhsar Rashid: Participating in major tournaments like FIFA World Cup Qatar 2022 and UEFA Euro Women’s Football Championship 2022 as a volunteer showcased football’s global unity and impact. The U.S. Exchange Program in 2019 strengthened my belief in sports’ transformative potential, addressing issues like gender-based violence. The enthusiasm, media coverage, and camaraderie at these tournaments revealed a hunger for women’s football in Pakistan. Networking and learning best practices from other countries have shaped my vision for women’s football’s future. I aspire to establish women’s football in Pakistan with recognition, support, and opportunities. These international experiences reinforce my commitment to breaking barriers, challenging stereotypes, and nurturing young talent. Women’s football isn’t just a game; it’s a platform for empowerment and social change. I’m dedicated to promoting women’s football in Pakistan, knowing each step we take brings us closer to a future where our female athletes shine on the global stage.

Synergyzer: What challenges have you encountered as a female in the male-dominated world of football, and how did you overcome them?

Rukhsar Rashid: In a world where gender norms prevailed, my journey in women’s football was challenging. As the youngest among three brothers and two sisters, I faced societal expectations conflicting with my passion. Being a girl interested in football, I battled stereotypes that questioned my abilities. These biases were barriers I was determined to overcome. Joining a professional football club required a fight. With practice commitments and unreliable transportation, I relied on public transport despite safety concerns. Finding suitable training grounds was tough, often on sandy surfaces and beaches. Societal pressure to prioritize marriage over dreams added hurdles. Traveling for matches was a continuous test with complex logistics and safety concerns. Throughout, government and private support were absent, but my unwavering pillars of strength were my parents and coach, Sadia Sheikh.

My father’s unwavering support (May Allah grant him the highest place in Jannah) was my constant. Challenges arose, but with determination and hard work, I gained recognition in newspapers, bringing pride to my father. An ACL injury tested me, requiring self-funded surgery. Doubts about my physical performance as team captain pushed me. I trained rigorously, incorporating weight training, and excelled. For 13 years, I dedicated myself to nurturing women’s football. My passion, backed by my parents and mentors, Naila Jamall and Sadia Sheikh, equipped me with resilience. Despite struggles, my parents’ support and prayers guided me. With their backing, I’m confident we can elevate women’s football further.

Synergyzer: How does the lack of regular international exposure impact the growth and development of women’s football in Pakistan?

Rukhsar Rashid: The lack of regular international exposure hampers women’s football growth in Pakistan. International engagement is vital for skill, tactics, and style learning. Without it, Pakistani players miss crucial experiences. International exposure aids talent discovery, boosting the talent pool. Matches elevate confidence, inspiring girls to play and fostering growth. It strengthens domestic leagues with global insights. Positive projection on the international stage improves local competitions. Media coverage sparks interest, attracting sponsorships, upgraded facilities, coaching, and resources. Consistent international exposure is pivotal for women’s football progress in Pakistan.

Synergyzer: What are the major challenges that need to be addressed to match the pace of female sports development with the rest of the world, and what steps can be taken to overcome them?

Rukhsar Rashid: Advancing women’s sports globally requires a comprehensive approach. We must start at the grassroots level, offering dedicated facilities, safe transportation, and stipends for female players. Year-round training and merit-based selection are essential. We should focus on gender balance and holistic development, inviting international coaches and supporting female coaches. Proper training for coaches is crucial to meet international standards. Improving women’s competitions is vital, with support from both private and government sectors. Recognizing female athletes as catalysts for progress through media acknowledgement is key. By addressing these aspects comprehensively, we can empower girls and women in sports, ensuring well-rounded growth and equal opportunities for success.

Synergyzer: How do coaching and leadership workshops empower women and girls in sports in Pakistan?

Rukhsar Rashid: Coaching and leadership workshops are potent tools for empowering women and girls in Pakistani sports. They provide essential skills confidence, and challenge gender norms. These workshops enhance proficiency in coaching and leadership, benefiting athletes, coaches, and leaders. They also break down stereotypes, inspiring women to take on leadership roles. Moreover, these workshops offer exposure to diverse cultures, fostering open-mindedness and cross-cultural learning. Participants learn not just from experts but from each other, sharing experiences and ideas. Currently, a few organizations like Right To Play, the U.S. Embassy, and Women Win are actively involved in this effort. I personally experienced this empowerment through the Women Win’s USA Exchange Program, addressing gender-based violence and youth leadership. To drive lasting change, we urgently need more workshops and leadership camps across Pakistan. This collective effort will comprehensively empower women in sports nationwide.

Synergyzer: What advice do you have for young aspiring female footballers in pursuing their dreams and breaking barriers in the world of sports?

Rukhsar Rashid: Hey, amazing young female footballers! Remember FIFA’s “Impossible is Nothing.” With determination, you can achieve anything. Set ambitious goals, work hard, and embrace challenges as opportunities for growth. Your passion and dedication are your strengths. Keep pushing forward, give your all on the field, and show the world you’re unstoppable. Your journey is inspiring, and you have what it takes to make it extraordinary!

A Female Mountaineer and Her Journey to Haramosh La

Afifa Maniar

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October 25, 2023

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A Female Mountaineer and Her Journey to Haramosh La

Synergyzer: As a Female Mountaineer, how do you navigate and overcome challenges in a field where males have already established their mark in trekking and mountain climbing?

Sohniya Babar: In today’s modern era, things have changed significantly. Many women, like me, have ventured into various fields. However, our society still doesn’t always accept them as it should. Some people wrongly believe that women lack the strength to handle tough challenges. Life can throw hard times at us, and sometimes, you may have to travel alone and face problems. These experiences can make you even stronger. When you follow your heart and work towards your goals, you can overcome difficulties, even when you’re on your own.

I genuinely believe that nothing can stop you from achieving your dreams if you stay true to your passion and remain focused. It’s essential to demonstrate to everyone that women can excel in any field and handle adversity. So, keep going, and don’t let anyone hold you back. You’ve got the strength to succeed, even when you’re navigating uncharted territory on your own. Traveling alone can be a valuable part of your journey, teaching you valuable lessons and making you even more resilient.

Synergyzer: Being a housewife, what motivated you to venture into the world of trekking and mountain climbing, particularly tackling challenging peaks like Haramosh La?

Sohniya Babar: When I ventured into the mountains, I shed all my roles as a wife, sister, or daughter. In that breathtaking environment, I was simply Sohniya Babar, deeply enamored by the mountains and their beauty. It’s a passion that runs in my veins, a profound love for my beloved country, Pakistan’s mountains and their exquisite natural allure. I longed to connect with nature in the most intimate way possible. The call of the mountains, particularly the challenge of peaks like Haramosh La, was irresistible to me. It represented an opportunity to test my limits to discover the depths of my own courage and determination. Each step I took up those rugged paths was a step towards self-discovery and an exploration of my capabilities.

Moreover, I believe that my journey could inspire other women, especially those in similar roles as homemakers, to break free from societal expectations and explore their own passions and potential. Mountains teach us that we can overcome seemingly insurmountable obstacles with perseverance and resilience. So, my motivation was not only personal but also driven by a desire to encourage and empower others to embrace their dreams, conquer their fears, and find their own unique paths of self-discovery in the majestic embrace of nature’s wonders.

Synergyzer: What inspired you to break traditional gender roles and pursue such physically demanding and adventurous activities?

Sohniya Babar: In today’s world, women are no longer lagging behind in any aspect of life; they’re competing with and standing alongside men in every sector. Look at any industry, and you’ll find women actively participating. Fortunately, nowadays, women are proudly standing shoulder to shoulder with their male counterparts in various fields. Therefore, pursuing activities like trekking is a natural progression. In fact, there are many female trekkers who excel far beyond my own abilities.

Synergyzer: How do you see your journey and accomplishments impacting the perception of women’s roles in both domestic life and outdoor adventure?

Sohniya Babar: Fulfilling one’s dreams and pursuing one’s passions are essential aspects of life. I believe that when a woman is content with her own pursuits and passions, it positively reflects on her home life as well. When women are encouraged and supported to chase their dreams, it not only enhances their personal growth but also benefits the overall harmony of the household. In terms of outdoor adventures, my journey signifies that women are just as capable as men when it comes to embracing physically demanding challenges. By breaking traditional stereotypes and venturing into outdoor pursuits, we show that there are no gender boundaries when it comes to exploring the world and achieving remarkable feats.

Through my journey, I hope to inspire more women to step out of their comfort zones, follow their aspirations, and challenge societal norms. In doing so, we can collectively reshape the perceptions of women’s roles, fostering a more inclusive society where women are celebrated for their achievements, both in their homes and in the great outdoors.

Synergyzer: How do you see your achievements contributing to the broader conversation about women’s empowerment and breaking barriers in non-traditional fields?

Sohniya Babar: Witnessing the women around me inspired by my journey is truly heartening. It’s immensely gratifying to see them following in my footsteps, exploring our country’s lesser-known corners, and venturing to places they hadn’t even heard of before. Many people come across my photos and videos and then reach out to me with questions about how they can embark on similar journeys. I gladly offer guidance on where to start, where to go, and what gear they might need.

I firmly believe that age is just a number and maturity is a choice. No matter your age, you can pursue your passions and hobbies with unwavering determination. Whether it’s in a professional field or a personal interest, giving your absolute best effort can propel you toward success. My hope is that my experiences continue to inspire women to step out of their comfort zones, break societal norms, and pursue their dreams, demonstrating that they, too, can stand tall as champions in any field they choose.

Synergyzer: What impact do you hope your journey will have on inspiring other women, whether they’re housewives or from various walks of life, to pursue their dreams fearlessly?

Sohniya Babar: I hope my journey serves as a testament to the idea that anyone, irrespective of their background, can pursue their dreams with unwavering determination. It’s vital for women, including housewives, to understand that life is a precious chance, and embracing it fully means breaking free from societal constraints to achieve their aspirations boldly and fearlessly.

Exploring the Wackiest Sports, the World Has to Offer!

Ariba Raza

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October 23, 2023

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Exploring the Wackiest Sports, the World Has to Offer!

Ah, the world of sports – a realm where adrenaline, competition, and a healthy dose of camaraderie collide to create moments of triumph and awe. From the majesty of the Olympics to the intensity of the Cricket World Cup, the sporting world is a diverse tapestry woven with threads of passion and dedication. But what if we were to take a delightful detour from the traditional and delve into the whimsical world of wackiest sports?

What if I were to tell you that we’re about to ditch the conventional courts and fields? Yes, you heard right! It’s time to strap on your sense of humour, leave your expectations at the door, and join me on a rollicking rollercoaster through the wackiest sports this planet has to offer!

While doing my research on the wackiest sports the world has to offer, I couldn’t help but chuckle at the thought of a game where ironing boards become tools of adventure, where wheels of cheese inspire gravity-defying dashes, and where toe-wrestling takes centre stage alongside more traditional forms of competition. Can you believe it? The joy of exploring the unconventional lies not only in the amusement it brings but also in the reminder that human creativity knows no bounds. The thrill of victory and the pursuit of excellence don’t always have to be confined within the lines of familiar fields. Sometimes, they can be found in the depths of the ocean, on the sides of cliffs, and even on a unicycle.

Underwater Football

Close your eyes and imagine a soccer match like no other. Underwater football takes the exhilarating game to a new level – the watery depths. In this surreal sport, teams of determined players don snorkels, flippers, and a whole lot of determination to score goals while submerged in a shimmering aquatic arena. It’s a sight that’s equal parts hilarious and awe-inspiring as players navigate the currents and currents of the game, often resembling a scene straight out of a whimsical mermaid tale.

Extreme Ironing

Now, who would’ve thought that a household chore could become an extreme sport? Extreme ironing defies the ordinary, transforming the mundane task of pressing clothes into a thrilling adventure. Imagine climbers hanging off cliffs, kayakers tackling raging rapids, and even scuba divers getting their creases just right – all while brandishing irons and boards. It’s a masterful blend of domesticity and daredevilry that turns ironing into a high-stakes pursuit of crisp perfection.

Wife-Carrying

Love and athleticism collide in the quirky sport of wife-carrying. But don’t be fooled by the name; this sport isn’t limited to husbands carrying their better halves. Male participants of all kinds – husbands, friends, and even complete strangers – race through obstacle courses while carrying a female teammate. The twist? The carried woman doesn’t necessarily have to be a wife; she just needs to meet a certain weight requirement. It’s a sport that celebrates camaraderie, teamwork, and the art of staying upright while dashing to the finish line.

Cheese-Rolling

Rolling in the dough takes a cheesy turn with the heart-pounding event known as the cheese-rolling. In the picturesque hills of Gloucestershire, England, daredevils from all walks of life gather to chase a wheel of cheese down a steep slope. Yes, you read that right – a wheel of cheese! As gravity takes its course, participants tumble, summersault, and sometimes somersault head over heels, all in the name of catching that coveted wheel of cheddar. The result? It’s a spectacle that’s part sport, part slapstick comedy, and a whole lot of dairy-inspired fun.

Toe-Wrestling

Thumb wrestling, move over – it’s time for toe-wrestling to take the spotlight! If you’ve ever wondered what it’s like to pit your foot’s strength against another, this sport has you covered. Toe-wrestling involves two competitors locking toes and engaging in a toe-tugging tussle. Like traditional arm wrestling, strategy and stamina are key to victory, but let’s not forget the most important rule of all: no broken toes allowed. It’s a toe-tally entertaining game that will leave you chuckling and perhaps even wiggling your own toes in solidarity.

Unicycle Hockey

Hockey on ice is a thing of the past – enter the realm of unicycle hockey! Combining the unsteady art of unicycling with the fierce competitiveness of hockey, this sport is a symphony of balance, coordination, and sheer determination. Picture players gliding around the rink on a single wheel, their unicycles and sticks working in harmony as they chase the puck. The result is a mesmerizing display of twirls, spins, and controlled chaos that’s reminiscent of a circus act that decided to join the big leagues.

Embrace the Odd and Unforgettable

As we wrap up our whirlwind tour of odd sports from around the world, one thing becomes abundantly clear: the human spirit knows no bounds when it comes to embracing the extraordinary. From the depths of underwater football to the heights of unicycle hockey, these offbeat activities remind us that sports aren’t just about competition; they’re about pushing boundaries, unleashing creativity, and sharing a hearty laugh with friends and strangers alike.

So, the next time you find yourself stuck in the ordinary, remember the cheese-chasing daredevils, the toe-wrestling warriors, and the extreme ironing adventurers who prove that the most enjoyable games are often the ones that make us raise an eyebrow before breaking into a grin. In a world where the unconventional becomes unforgettable, let’s raise a toast to the weird, wacky, and wonderfully entertaining sports that make life a grand and joyous adventure!

A Sleeping Giant: Pakistan’s Sports Goods Industry

Arslan Shaikh

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October 20, 2023

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A Sleeping Giant: Pakistan’s Sports Goods Industry

Globally, Pakistan is known for a few things: music, food, hospitality, cricket, and sports goods. The South Asian country is not a sports powerhouse anymore as it used to be. Until the early 90s, Pakistan had world-beating hockey and cricket teams, while individuals like Jahangir Khan and Mohammad Yousaf ruled squash courts and snooker tables, respectively.

Although we have lost our dominance in almost all sports, the country still holds a significant place on the world’s sporting map due to our sports goods industry. The country revolutionized the game of football worldwide by producing thermo-bonded balls.

Moreover, a local manufacturer, CA, founded by Chiraghdin Abdul Rasheed, changed the game of cricket forever by introducing curved bats, which inspired the BazBall type of cricket. It would not be wrong to say that modern football and cricket are shaped by the northeastern city of Pakistan’s Punjab, Sialkot.

Sialkot is almost synonymous with sports goods in Pakistan. The city has been manufacturing sports equipment, especially footballs, since before the partition. When the British ruled the region, their soldiers used to play football using imported balls. So, they had to wait long for new balls in case of any damage. Sialkot people were skilful, and they started repairing footballs for them. Eventually, those labourers were provided with basic facilities, and it initiated a glorious journey.

Now, Pakistan has an annual export of sports goods worth around $1.2 to $1.5 billion. However, the growth has been stagnant in terms of value since around 2005 because of the ever-rising Dollar rate. Nevertheless, there is some growth in the number of units sold. Pakistan is responsible for manufacturing around 55 percent of the total footballs in the world, including the ones used in massive global events like the World Cup and the Olympics.

Though Pakistan is producing high-quality sports equipment and in large quality, the country has yet to reach its optimum level.

At the moment, only a few giant manufacturers are growing, while smaller players are quitting the game. “A key reason for this is small investors find real estate business more lucrative,” said Khawaja Hassan Masood, Managing Director of Forward Sports, the biggest supplier of footballs globally. “Moreover, the government policies make it tougher for smaller exporters to import raw material directly from the suppliers in small quantities, so they involve a middleman who exploits them.”

Current and former governments have made policies more favourable for the real estate business. The lawmakers gave realtors subsidies, which affected all industries, including sports goods, so much so that the number of factories in Sialkot was reduced.

Furthermore, another major step the government needs to take is to attract foreign investors and customers. The question arises: how to do it? Well, the authorities have to assure them that this country is secure for their lives and assets.

“When foreigners will visit the region physically, see the facilities, skill and audit everything, only then they will be convinced to invest here,” he added. “Currently, foreign direct investors are worried about how they will get the return on their investment; they need surety that they will not be defrauded because the laws in Pakistan are not conducive.”

Meanwhile, Hassan praised the government for providing a tax-friendly environment to the exporters, mentioning that they are taxed for 1.25 percent of their total exports. Besides, he did not recognise the energy crisis as one of the hurdles in the growth of the industry, saying that these problems are solvable. However, contrary to his belief, according to a recent report, Pakistan’s largest industry, textile, suffered a loss of $70 million due to the energy crisis. When one industry has sustained such a hit, it is hard to fathom that another industry remained scratch-free.

Having said that, Pakistan has no competitors in the market of sports equipment manufacturers. The country offers cheap and skilful labourers with advanced technology in hand. In contrast, China offers technology, but labour is expensive; Vietnam also has technology and skill but quantity is not good enough, and India lacks technology and infrastructure and is slightly expensive.

Hassan highlighted a critical point that Pakistan is doing great in manufacturing quality sports equipment; however, it is only 15 percent of the sports goods industry.

“Let me tell you, the sports goods industry has three major segments, polyester kits, footwear, and sports equipment,” he said. “Fabric business comprises 40 percent of the market, footwear makes 45 percent, while sports equipment has only 15 percent of the market share.”

The target audience for sports apparel and footwear is gigantic. Anyone can buy a shirt, trousers or a pair of shoes, which makes it immensely profitable.

The textile sector makes up around 60 percent of the total export in Pakistan. However, the exporters usually deal in cotton fabric. If Pakistan wants to take the sports goods industry to a new level, the country would need to start making polyester kits.

“There are very few facilities in the country that dye and knit polyester. It requires huge investments and different expertise,” he stated. “If we earn Rs20 billion from cotton, we can increase it to Rs50 to 60 by making polyester.”

Additionally, Pakistan does not export footwear. This chunk of the industry has a lot of potential and can boost any country’s economy. For instance, India recently received tremendous investments from Taiwanese footwear manufacturers, the Hong Fu Group (manufacturers of brands like Puma, Nike, Converse, and others) and Pou Chen (makers of Nike, Adidas, Timberland, and New Balance) of INR 1,000 and INR 2,302 crores, respectively.

“We can do it too,” said Hassan. “Pakistan is cheaper than India, our infrastructure is much better, and our labourers are more efficient than theirs. We can avail these opportunities as well because the sports apparel and footwear industry is enormous, yet unexplored.”

When it comes to the sports goods industry, Pakistan is way ahead of India. However, with the couple of deals that they have signed, they are expected to leave their arch-rivals behind in terms of export value in no time. The more alarming scenario is that these sports giants are exploring Morocco, Egypt, and other African countries. It is very likely that they will establish a new market, which will leave little room for Pakistan to spread its wings. Once that happens, it will be very tough for us to recover from that position.

If anything is to be done, it has to be done now. All the stakeholders, including the government, manufacturers, and others, have to sit together and chalk out a strategy that can take that $1.5 billion market to $10 billion, which is not impossible.

Pakistan Cricket: From Anthems to Triumphs

Omer Kamran

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October 19, 2023

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Pakistan Cricket: From Anthems to Triumphs

If there’s one thing Pakistanis are arguably more passionate about than their chai, it’s got to be cricket. And you know what’s been the background score to our cricketing rollercoaster? No, not just the heart-thumping boundaries or the heartbreakingly close wickets. It’s those unforgettable cricket anthems that play in the back of our minds, perfectly encapsulating our emotions as the players take the field. Interestingly, these songs also became synonymous with the situation of how well or how bad Pakistan was doing back in the day it was released.

Remember the times when ‘Tu Hai Kahan’ would start playing, and we could practically feel the wind rustling through Shoaib Akhtar’s luscious locks? Peak Wasim Akram running in like a cricketing deity and making the bowl dance? It was like the peak of Cricket. It was like an all-star team with every player on it a larger-than-life star. While we had this epic crossover in the team, the same kind of awesomeness was going on in that World Cup anthem as well. ‘Tu Hai Kahan’ was a collaboration by Strings, Haroon, and the late great Junaid Jamshed? Insane is the only word that even begins to describe it. Pakistan didn’t win, but despite the unbeaten run, the loss to Bangladesh, and the dismal final – it was a World Cup that was supposed to be ours, but at least we got something good out of it.

2003’s ‘Hai Koi Hum Jaisa’, again by Strings, is another one which is a guaranteed bop, despite the worst showing by the team.

This whole write-up is making me realize something. Strings were really the Young Stunners of the boomer era, weren’t they? Now before y’all flip, hear me out alright? A 2-man act, musical trendsetters, with more collaborations and endorsements under their name than anyone we’ve ever known, both having worked with some major competitor brands and everyone in the creative who was working for them came to the collective realization that these people are physically incapable of making bad music. And thus, every brand at every event would just go to them as the easiest and safest choice. Strings are the undisputed goats of anthems though, so we can’t really fault anyone for that, can we?

Fast forward to the late 2000s, And well, it’s like the collective amnesia of cricket fans everywhere. We don’t talk about what happened before or after 2009. Remember ‘Tum Jeeto Ya Haro‘? Yeah, that catchy tune that became our cricketing mantra? It was basically a wordplay version of “It’s the taking part that counts.” Because wins? Nah, Bro. We don’t do that here. We were so incredibly bad back in the day and got so used to losing, that someone had to come up with a creative brief of ‘Make us feel not so bad about being losers’ and decided to hire Jawwad Ahmed to sing it.

It invokes a feeling of intense and sudden hit of depression, sadness, and tears when listening to this song. The horrendously dropped catches, the brothers whose name ends with the letters MAL and starts with an A, the trademarked collapses, the grouping and politics in the dressing rooms, the spot-fixing scandals, the still fast and furious bowling unit (shout-out to my mans Umar Gul, Junaid Khan, and Wahab Riaz) which did everything to stop the inevitable but to no avail.

Fast-forward to 2009, when cricket stars aligned, and we actually saw some light at the end of the cricketing tunnel. Amir’s magic, Guldozer’s toe crushers, Saeed Ajmal’s spin wizardry – it was a case of everything coming together at once. Even Afridi doing his thing with Hafeez making it look easy, and under the take-no-prisoners approach of Younus Khan’s captaincy steering the ship. Ah, 2009. Even if you got all the writers in the world to get together and write a better story, they couldn’t – Starting from that cursed scoop played by Misbah vs. India in the 07 finals. And the anthem?

Oh, boy! Call’s ‘Badal Do Zamana’ had us all singing along. And that chorus? ‘Badal Do Zamane Ko’ – it’s a whole mood, a vibe, a trip down memory lane. Personal anecdote alert: Did you know that the 2007 anthem by Call was titled ‘Hum Se Hai Yeh Zamana’? And the ’09 one was named ‘Badal Do Zamana’ – and the boys actually delivered on that promise.

The Rise of the 4 Pillars

Fast forward to 2017 after a few spot-fixing scandals, terrorist attacks, no international cricket in Pakistan, a lot of politics, and way too many heart-wrenching losses later, there we were again, standing on the precipice of Champions Trophy 2017. Little did we know that this would be the very stage where the stars would emerge – not just twinkle, mind you, but shine brighter than the floodlights at a night match.

Saiffy Bhai’s team, well, it wasn’t exactly flawless; we had our fair share of quirks and quibbles. But hey, did anyone expect it to be so darn iconic? Nah, didn’t think so. And yet, there it was – THE stage where Stars were not just born, but where they decided to blaze a trail, bulldoze their way, and leave the world in awe. We were a squad of underdogs, made fun of and ridiculed. But oh boy, the hiccups they faced turned into high fives, fist pumps, and roars of victory. The destructive sensation: Fakhar Zaman who made centuries look fun. There was also Shadab Khan, the teenage leggie with a spring in his step and a googly that could outsmart a Rubik’s Cube. And guess what? He would become one of the four pillars – a bowling all-rounder prodigy who’d send wickets flying like a wizard casting spells.

Pause for dramatic effect, because things get even more riveting; a few years later, entered Shaheen Afridi – he was not just a name; but a force of nature. Delivering yorkers & bouncers like a cricketing superhero, and the batter? He’s just a pawn in his chess game. We also stumbled upon the brilliance of Mohammad Rizwan – the short guy who swings the bat with the kind of precision that would make a surgeon jealous. Stepping up when the fan-favourite Sarfaraz Ahmed exited, Rizwan did more than just fill the void behind the wicket; he owned it.

And last but definitely not least, the seemingly unsuspecting guy named Babar Azam who was having a helluva junior year. His harmless demeanour fooled people because the moment he stepped foot onto the field, he would turn into a warrior – wielding his bat like a mythical sword, turning even the fiercest of deliveries into strikes of run-making magic. He was him. He was the one. The promised prince. The boy who was to revive a sleeping giant that was the Pakistan Cricket team.

You’re probably wondering, what even are the ‘four pillars’ exactly? I’m glad you asked.

‘Bobby,’ ‘Rizzu,’ ‘Shaddy’ & Shaheen. The 4 horsemen of the apocalypse. The generals reporting for duty under the king. The ones tasked by destiny with the heavy burden of being the centrepiece of the revival of Pakistani Cricket.

Now, let’s talk about that moment. Picture it: 2021, A sold-out Dubai International Stadium; the occasion? A match against India at the grandest stage of them all. The stadium pulsated with tension, anticipation, and rivalry, but soon the echoes of ‘they cannot play him’ were heard all around the globe. Our boys didn’t just play; they conquered, they soared and humbled a goliath rival team by putting it to sleep and boy did they do it with flair.

For the first time in decades, we didn’t need to remember the music. We didn’t need to play ‘tum jeeto ya haro’ or something because this time, the only music to our ears was the deafening sound of a cheering Pakistani crowd. But here’s the kicker – we didn’t win that World Cup, we didn’t even win the next one, but it was about something bigger back then. Something intangible yet so profound. They gave us something money can’t buy: Hope. When we were neck-deep in the abyss of despair the New Zealand and England boards left us in by cancelling their tours to Pakistan last minute, they emerged – Babar and his boys. They were like a beacon of hope, a lighthouse cutting through the fog of doubt.

Suddenly, the big teams wanted to play us, the critics had to bite their tongues, and the aura of invincibility was back. The pundits now seem to recognize us as one of the favourites in every tournament we play.

What’s there left for them to do?

One Semi Final loss, One final loss, and a million broken hearts later …

The cup is yet to be lifted.

The story is yet to be finished.

The prophecy yet to be fulfilled….

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But even if they don’t, tum jeeto ya haaro suno, hume tumse pyar hai! (Except this time, we mean it)

HBLPSL – Enabling Dreams Through Branding

Hamna Farrukh

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October 18, 2023

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HBLPSL – Enabling Dreams Through Branding

Synergyzer: HBL has been involved in various sports sponsorships. Can you elaborate on the company’s philosophy behind choosing sports as a platform for branding and engagement?

Ali Habib: Many big corporate entities and brands are associated with sports. This nexus of sports and business is a global phenomenon, whether you look at soccer, the NBA, or F1 racing, each of those cars is blazing with corporate logos. The template is there, the legacy is there, and all that is required is faith. HBL has that faith in Pakistan.

HBL is part of the nation’s fabric. Through HBLPSL, HBL remains committed to playing its part in promoting Pakistan through the sport across the world. HBLPSL has given an opportunity to countless young cricketers to display their talent at a national and international level. HBL is about ‘enabling dreams’ and synchronizes perfectly with HBLPSL’s philosophy to provide an enabling environment for the emerging cricketers of Pakistan.

I think we have set up a template for others to adopt, and that template works across multiple sports, which suggests that any sport in Pakistan, be it hockey or squash (Pakistan enjoys a great legacy in both), volleyball, kabaddi (big rural footprint), and football could all be scaled up with professional leagues supporting them.

Synergyzer: What value does cricket sponsorship bring to the bank, both in terms of brand exposure and community engagement?

Ali Habib: Our association with HBLPSL has strengthened our brand equity and HBL is now one of the most powerful brands in the country; in a recent independent survey of experts from a cross-section of industries, HBL was ranked as an iconic brand of Pakistan and HBLPSL was ranked as a ‘potential iconic’ brand. But that is too simplistic a prism to look at HBLPSL.

HBL launched the first-ever Branded Hashtag Challenge by a Pakistani Bank on TikTok. With the “Jahan Fans Wahan Stadium” hashtag challenge campaign, we were able to tap into the passion of cricket fans in Pakistan and create a truly immersive and interactive experience. The campaign was a huge success, with millions of young Pakistanis participating in, and sharing their love of HBLPSL, on TikTok.

We are very proud of the success of this hashtag challenge campaign, which generated over 21 billion views.

Bank’s motivation for associating with HBLPSL was not built around the regular marketing and brand-building matrices that we look at. By the time we came into HBLPSL, HBL was already 70+ years old. So, we didn’t go with the motivation that let’s go into HBLPSL because it will increase our brand awareness.

HBLPSL has played a key role in re-igniting the passion for the game in Pakistan and enabling the dreams of young cricketers to be a part of the international cricket circle. HBLPSL has given an opportunity to countless young cricketers to display their talent at a national and international level. The tournament has brought back international cricketers to Pakistan who have become ambassadors for the country. The popularity of international cricket in the country has increased because of their advocacy.

We are proud of what the tournament has achieved over the last 8 years and will continue to provide a platform to enable the dreams of young talent in the country.

Synergyzer: What challenges did you encounter in supporting a mega platform like HBLPSL?

Ali Habib: The pandemic. We were entering unchartered territory, and so was everyone else, the governments, organizations, corporations, etc. No one had seen anything like that. The fate of HBLPSL was hanging in the balance. That was a point where we took a big gulp and said to ourselves “Where is it going to go from here” and that uncertainty prevailed across the world.

There was a time when we felt that this wasn’t going to pan out. We were hearing words like “bio-bubbles” and all of that was so new. That was a time we all paused and said, “Hang on, how are we going to go about this?”. That was also the time when I think I saw some of the best coordination between all stakeholders.

We don’t acknowledge them enough but I think the government’s machinery is a key factor in this effort. I am going to call it the government machinery because it includes city administration, provincial administration, federal govt, and municipal authorities, they all play their part. And they are very integral to making this event a success.

Now with 8 years gone, all our decisions seem justifiable. At that time? It was anybody’s guess. I have tremendous respect for the franchise owners, they all stepped up, like us. It could have fizzled after the first or second year. They could have said oh this is not going to happen. Today, we are here. We are now looking at scaling and the possibility of more teams coming in.

Synergyzer: Could you share some insights into how HBL measures the success of these sponsorships beyond just financial metrics?

Ali Habib: I am a marketing person, I make an ad, I run a campaign or a sponsorship and it has a reflection on the Bank’s brand equity, brand recall, etc., all the traditional marketing matrices. HBL’s motivation has more to do with giving back to the country and community in which we operate. Looking at our partnership with HBLPSL in a strict ROI paradigm is missing the point.

HBL is about ‘enabling dreams’ and synchronizes perfectly with HBLPSL’s philosophy to provide an enabling environment for the emerging cricketers of Pakistan. The tournament has given an opportunity to countless young cricketers to display their talent at a national and international level. This has led to an unprecedented talent pipeline for Pakistan cricket and has played an instrumental role in discovering players like Fakhar Zaman, Imam-ul-Haq, Hasan Ali, Shadab Khan, Shahnawaz Dahani, and many more.

Because of HBLPSL, several international players have also played a key role as brand ambassadors for Cricket in Pakistan. Their word of mouth has led to the revival of international cricket in the country. HBLPSL has helped in building a positive image for Pakistan. It has also been the true enabler for bringing international cricket back to Pakistan.

What HBL has done is that it has set a template for corporate Pakistan to step up, there is a future. And there is ROI if some of these organizations want to calculate ROIs. And this is a global phenomenon.

The successful execution of the tournament in the past is a testament to Pakistan being a peace-loving and hospitable country full of great potential and possibilities for the rest of the world.