Sohaib Alvi on the decline of sport sponsorship.
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.
We were the official volleyball sponsors and the final of the National Championship was to be held at Fortress Stadium in Lahore, under specially arranged temporary floodlights. We had insisted on the extra expenditure in order to accommodate a large audience and promote the sport among the general public. We also spent huge sums on promoting the event on TV, print, billboards and posters. Invitation cards were sent out and a dinner was arranged. In short, it became a festival and volleyball was the winner. Or was it?
Two days before 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. But the seats were mostly empty and to top it all, it started to rain, dousing the fireworks display. This was one of several incidents that showed the true face of how sports are organised in Pakistan, and it has become worse.
Here are the six most important reasons why sports associations in Pakistan are not attracting long term sponsorship.
1. The associations function in a 1950s management style
Every one is presided by a top government functionary who is never there except for photo opportunities. He is only in the picture as long as he is in favour with the government of the day, or is backed by a powerful lobby. The secretary of the association is the all powerful pathwari, and he reports and dances to the whims, wishes and nepotism of the president or the board members. The rest of the committees are made up of people who are either sincere but powerless or are motivated by self interest. As the country becomes poorer, the trickle down to the actual players has further dried up. Grounds have no water facilities, the equipment is broken and frankly, so is the will of the players. The only people benefiting from the system are the committee members who lap up whatever privileges they get in the name of promoting their ‘occupied’ sport.
2. 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.
3. The top man is a pseudo-dictator who pushes through his whims, wishes and visionless vision
If you feel I am exaggerating, look at the sport most covered daily in the media. If Mr Butt cannot be controlled as he rampages through the Pakistan Cricket Board what must be happening in other, less high profile, sports?
4. The players stay at ground zero
The players get nothing to help them improve. The associations will cite winners and give individual prizes but sadly the players’ pockets are empty by the end of the month. If they are lucky, a government department will give them a job that will cover kitchen expenses at most. The unhygienic conditions in which they live sap their energy and that is why they can hardly compete at even the regional level. There are the occasional Naseems and boxing and wrestling medallists; but they have had to make it on their own. Aisam ul Haq is another outstanding example of this state of affairs.
5. The product is third rate
This relates to not just the players’ performance but also the lack of organisation, discipline and presentation. Recently there have been some organisational improvements in the league matches that are telecast, but that is because the TV channels are doing most of the organisational work. Sponsors do not want to associate their brand with disorganised and badly maintained surroundings.
6. 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. There is only one dedicated sports channel in the country, and it can only do as much as its limited resources allow without sponsorship.
The solution
Stop expenditure on every sport, except for the salaries the players are drawing. Fire the office bearers at all levels, then privatise. Put every sport up for auction in IPL style to private entrepreneurs who will run them professionally by obtaining sponsorships and building up the infrastructure and facilities; entrepreneurs who will hire professional coaches.
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. Those who do not qualify should be told there is no future for them in that sport and then given vocational training in a profession of their choice.
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. Take wrestling; it was hardly followed until a couple of decades ago and it is now a multibillion dollar industry branded as WWF.
The first rule of marketing is not to distribute or promote a bad or incomplete product. Every sport brand in Pakistan is in decline. Close them all down for six months. Research, re-evaluate, remake, rebrand and then relaunch.
Sohaib Alvi is a marketing, advertising and media consultant. ceo@sage.org.pk
We were the official volleyball sponsors and the final of the National Championship was to be held at Fortress Stadium in Lahore, under specially arranged temporary floodlights. We had insisted on the extra expenditure in order to accommodate a large audience and promote the sport among the general public. We also spent huge sums on promoting the event on TV, print, billboards and posters. Invitation cards were sent out and a dinner was arranged. In short, it became a festival and volleyball was the winner. Or was it?
Two days before 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. But the seats were mostly empty and to top it all, it started to rain, dousing the fireworks display. This was one of several incidents that showed the true face of how sports are organised in Pakistan, and it has become worse.
Here are the six most important reasons why sports associations in Pakistan are not attracting long term sponsorship.
1. The associations function in a 1950s management style
Every one is presided by a top government functionary who is never there except for photo opportunities. He is only in the picture as long as he is in favour with the government of the day, or is backed by a powerful lobby. The secretary of the association is the all powerful pathwari, and he reports and dances to the whims, wishes and nepotism of the president or the board members. The rest of the committees are made up of people who are either sincere but powerless or are motivated by self interest. As the country becomes poorer, the trickle down to the actual players has further dried up. Grounds have no water facilities, the equipment is broken and frankly, so is the will of the players. The only people benefiting from the system are the committee members who lap up whatever privileges they get in the name of promoting their ‘occupied’ sport.
2. 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.
3. The top man is a pseudo-dictator who pushes through his whims, wishes and visionless vision
If you feel I am exaggerating, look at the sport most covered daily in the media. If Mr Butt cannot be controlled as he rampages through the Pakistan Cricket Board what must be happening in other, less high profile, sports?
4. The players stay at ground zero
The players get nothing to help them improve. The associations will cite winners and give individual prizes but sadly the players’ pockets are empty by the end of the month. If they are lucky, a government department will give them a job that will cover kitchen expenses at most. The unhygienic conditions in which they live sap their energy and that is why they can hardly compete at even the regional level. There are the occasional Naseems and boxing and wrestling medallists; but they have had to make it on their own. Aisam ul Haq is another outstanding example of this state of affairs.
5. The product is third rate
This relates to not just the players’ performance but also the lack of organisation, discipline and presentation. Recently there have been some organisational improvements in the league matches that are telecast, but that is because the TV channels are doing most of the organisational work. Sponsors do not want to associate their brand with disorganised and badly maintained surroundings.
6. 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. There is only one dedicated sports channel in the country, and it can only do as much as its limited resources allow without sponsorship.
The solution
Stop expenditure on every sport, except for the salaries the players are drawing. Fire the office bearers at all levels, then privatise. Put every sport up for auction in IPL style to private entrepreneurs who will run them professionally by obtaining sponsorships and building up the infrastructure and facilities; entrepreneurs who will hire professional coaches.
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. Those who do not qualify should be told there is no future for them in that sport and then given vocational training in a profession of their choice.
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. Take wrestling; it was hardly followed until a couple of decades ago and it is now a multibillion dollar industry branded as WWF.
The first rule of marketing is not to distribute or promote a bad or incomplete product. Every sport brand in Pakistan is in decline. Close them all down for six months. Research, re-evaluate, remake, rebrand and then relaunch.
Sohaib Alvi is a marketing, advertising and media consultant. ceo@sage.org.pk
First published in the November-December 2010 issue of Aurora
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