The Pakistan men’s cricket team finds itself in troubled waters after a disappointing start in the ICC 2025 Champions Trophy at home. Experts familiar with the team’s operations, the Pakistan Cricket Board (PCB), and the country’s marketing landscape fear that the squad’s declining performance may lead to a significant loss of brand value and sponsorship deals.
Pakistan began the tournament with a 60-run defeat to New Zealand in the opening match, followed by a six-wicket loss to arch-rivals India. While the tournament has managed to engage crowds effectively, these back-to-back setbacks have pushed Pakistan to the brink of an early exit, raising concerns beyond just on-field results.
A source within the PCB, speaking to news agency PTI, acknowledged the positive atmosphere in the stadiums. “It was an uplifting experience to see people respond and enjoy a match not involving Pakistan,” the source remarked. However, the real challenge now is ensuring that fan enthusiasm remains intact for the remaining matches in Pakistan, especially given that the country is hosting a major ICC event after 29 years.
Despite being assured of hosting fees and a share of ICC revenues, including ticket sales, concerns loom large over dwindling interest in the tournament. The source pointed out the risks associated with broadcasting images of half-filled stadiums and the potential difficulties in marketing Pakistan cricket as a brand in the future. “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,” the official stated.
Meanwhile, fingers are being pointed at PCB Chairman Mohsin Naqvi for not prioritizing team performance over infrastructure upgrades. “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,” said a PCB insider.
With Pakistan’s Champions Trophy campaign in jeopardy, the repercussions of their lackluster showing could extend far beyond the tournament, affecting sponsorships, branding, and the overall appeal of cricket in the country.
