- Marketing must match the brand’s power — PSL deserves visibility beyond the scoreboard
Interview with Mr. Abdul Wasey Khan — an analyst
PAGE: Tell me something about yourself, please:
Abdul Wasey Khan: By profession I’m Internal Auditor, and for last 11 years working as Head of Department in some listed and renowned companies, I’m also former VP and Honorary Secretary of ICMA International and visiting faculty at CBM and ICMA.
PAGE: What is your standpoint about Pakistan Super League (PSL) as a brand?
Abdul Wasey Khan: That’s really a million-dollar question. When we talk about brands, we have to admit that unluckily Pakistan couldn’t produce many. In Pakistan, multinational brands are more popular and have more brand value than their Pakistani counterparts. There are only a few local, like J., Khadi, Pakola, Jang, DAWN, or Dawlance, which can be considered proper brands. So yes, PSL is an emerging brand, and it has gained wide popularity not only in Pakistan but across the globe among cricket enthusiasts, and the best thing is that the journey is still on, so in coming years I would love to see it becoming even bigger than what it is at this juncture.
PAGE: What is your take about franchise competitions? Give your analysis about top two teams of this season i.e. HBL PSL X:
Abdul Wasey Khan: There is a healthy competition among franchises with due respect of the players of other franchises, so the environment in the ground is not hostile. The citizens of every city want to see the team of their city or the nearest city as winner. The best thing is that it is so competitive that every team wants to win the cup, however, there can be only one winner.
Taking a little liberty, in my humble opinion, there are three teams which are good. So I wouldn’t stick to two, and I see one of them as winning this year. First is Islamabad United, and second is Lahore Qalandars and the third team which is yet to pick up momentum is Quetta Gladiators. It is disheartening to see Peshawar Zalmi and all-time best Multan Sultans not getting into grove this season, and though cricket is a funny game, but still you can’t win matches just on your good reputation and past performances. But again as cricket is a funny game, some unexpected may happen also, and my prediction may turn out totally wrong.
PAGE: What is your perspective about the value of the brand PSL and the marketing strategy?
Abdul Wasey Khan: Let me give you a real life example. When my eight-year-old kid asks me in January that when would PSL start this year and why is it so late, I think it is testament enough that PSL has become a real brand, however, we may question the marketing strategy this season, as many people are not following PSL due to Palestine issue and many PSL sponsors which are questionable. In my opinion, PSL is a Pakistani brand and must be backed fully despite everything, however, the marketing strategy must ensure that wishes of all cricket lovers must be fulfilled.
PAGE: Are franchise competitions and national-level competitions rather handy in terms of cherry picking the talent?
Abdul Wasey Khan: Yes, PSL has unearthed many a gems, which are now renowned and accomplished cricketers, e.g. Saim Ayub, Shadab Khan, Shaheen Shah Afridi, Haris Rauf and Hasan Ali. Moreover, the world also recognised the captaincy potential of Sarfaraz Ahmed and Muhammad Rizwan through PSL only. This year the new kid Ali Raza seems a good one to follow the marks of renowned Pakistani fast bowlers, however it must be noted that T20 is different ball game altogether and such cricketing talent is good enough for T20 only. They must play at least two seasons of 4-day cricket and their performance be assessed there before they are given any chance in One-day or Test level.