PSL: Bringing Cricket Home?
Pakistan has always been a cricket-inspired country. The land is famous for its pace, starting from Fazal Mahmood to Imran Khan & Sarfraz Khan, leading to the world's best duo of Wasim & Waqar. Shoaib, Sami, Umar Gul and recently Shaheen are just a few.
In 2009, the country on the verge of fighting the war against terror could not host any international cricket due to the unfortunate attack on the Sri Lanka team. How a team can compete with cricket giants on the essential stages of all, such as the Champions Trophy & T20 World Cup, without having the ability to play cricket at home for over ten years is unbelievable.
To compete financially, attract international stars, and set the stage for the return of international cricket, the Pakistan Cricket Board decided to start a signature cricket league, the Pakistan Super League. The PSL first started in 2015 will now be entering its seventh season.
While the passion for cricket continued to remain strong in Pakistan over the last ten years, the question for today is, has the PSL made an impact in restoring the cricketing passion in the country?
The Akademos Brand Pulse Study 2022 provides insight into the cricket franchise's impact on preferences around the sport. The Brand Pulse Study 2022 was conducted in major cities of Pakistan, such as Lahore, Karachi, Islamabad, Peshawar, and Multan. It has 1007 respondents who share their insights into the world of cricket.
PSL following
Whether it is the well-organized event, glamourous marketing or patriotic sentiment, the PSL has managed to get the attention of all.
The Akademos’ Brand Pulse Study asked its respondents if they kept track of PSL. It found that 83% of the respondents in Pakistan were its fans and chose a favorite team, showcasing its influence and power. The PSL has managed to get attention from most cricket enthusiasts who want to bring cricket home.
Favorite Cricketers
Even though PSL captures the sentiment shared by many enthusiasts, the cricketers are the real deal. The cricketers have their separate stage, and no matter which team or league they play for, their fandom is unscathed. The study showed that Babar Azam continued to be the favorite cricketer for the majority of the respondents. 37% of the respondents considered Babar Azam their famous cricketer at the moment, placing him on top of the Akademos’ Brand Pulse Study Top 5 Cricketer.
It did not matter if they supported his team or followed PSL; they still considered him the real ‘Mughal-e-Azam’ of cricket.
It was also noted that some cricketers, such as Shahid Afridi and Imran Khan, made it to the ‘Favorite Cricketers list’ although they did not participate in the franchise.
City Loyalty and City Teams
One of the core characteristics of the PSL matches are its teams. For any league to be a success, it preys on the idea of bringing the cup home. The Akademos Brand Pulse Study 2022 showed immense levels of city loyalties. Respondents were more likely to support their city teams during all matches, regardless of who played for them or won. For instance, 64% of people in Peshawar labeled Peshawar Zalmi as their favorite team. Whereas, 58% of respondents in Lahore considered Lahore Qalandars to be theirs.
The entire PSL marketing emphasized upon bringing ‘cricket home.’ Based on the results of the study, it can be said that the franchise has been a success in building such a sentiment. Those who supported their city teams did so, because the idea of watching their city’s team win was enchanting.
PSL Anthems
The PSL anthems are one of the most prominent features of the league. All PSL songs are goosebumps-inducing, pumped-up rhymes designed to ignite patriotism. These songs are sung by some old and new faces of the music industry. You see legends such as Naseebo Lal, Atif Aslam, Ali Zafar, Ali Azmat and Haroon., singing alongside emerging talent such as Abdullah Qureshi, Young Stunners and Young Desi.
When asked which was his favorite PSL anthem, Ali Zafar’s ‘Ab Khel Jame Ga’ secured the most votes. PSL aimed to act as a bridge between Pakistan’s cricket history and its present. Through its anthems, it was able to ensure that traditional music was preferred over modern mixes.
Closing Thoughts
Despite Pakistan's social and economic situation, cricket manages to lighten us all up. The PSL might be a method of commercializing sports; there is no doubt it has the highest fan following. PSL has managed to keep the spirits high for cricket and reconnect the average person with cricket again. Rivalries, such as Lahore Vs Karachi, and Peshawar Vs Quetta, have given the population a new source of entertainment. Once, there would be an eager wait for India Vs. Pakistan, though that still outranks any cricket match in the world in terms of viewers, the Pakistan Super League has given the much-deserved cricketing nation the high-quality, highly competitive cricket they have been desperate for since 2009.
Sources:
Akademos’ Brand Pulse Study 2022
(https://www.akademosresearch.com/brands-pulse-study-2022)
Authors Bio:
Abeeha is an International Relations student in Turkey. She is a voracious reader and a keen observer of geopolitical and economic developments in South Asian and the Balkan regions. Currently, she's a part-time Consultant at Akademos.
She can be reached at: www.linkedin.com/in/syedda-abeeha-hassan-b563a51b3
