Pakistan sports goods industry is once again in the limelight the proud manufacturers of Brazuca football for Adidas, making its way as the official World Cup football. This feat serves to cement the notion that football producers form the backbone of the country’s sports goods industry.
According to the Pakistan Bureau of Statistics, football exports alone contribute about half of total sports good exports. But, while sports goods exports have increased from $277 million in FY09 to $319 million in FY13 and $295 million in 10M FY14, its proportion in total exports remains a tad too little. In fact, as percentage of total exports sports goods exports has eased from 1.55 percent in FY09 to 1.3 and 1.4 percent in recent years. Seen in this backdrop, the Brazuca offers hope.
Although Pakistan has proven its ability as a world class producer of quality sports goods it has failed to promote a soft image for the country, where terrorism and extremism are not the only prevailing headlines.
Pakistan can use this excellent opportunity to project itself as a country where sport is alive and kicking. The world sports goods industry is expected to reach anywhere from $266 billion to over $300 billion annually, according to Global Industry Analysts by 2017 and there is an increase in popularity of sports due to coverage by international media and event organizers.
New markets, such as Asia-Pacific, are emerging and Pakistan can capitalize on these trends to diversify its export portfolio. Pakistan could work towards country brand building by holding media events worldwide and participating in trade shows, sign leading sports especially football celebrities capitalizing on the popularity of the game who could highlight the fact that Pakistan is the proud producer of world class footballs used in all the major events like the FIFA World Cup the UEFA Champions League and the German Bundesliga.
Marketing campaigns featuring the top football celebrities can target global citizens on print and electronic media and placed at sites like subways and international airports. Social media could be utilized to create a buzz about the soft side of Pakistan on the internet as part of the marketing and image building strategy.
Supplying to these major events means that Pakistani businesses have already to a great extent been able to allay EU and worldwide concerns about issues such as child labour, general labour conditions, and quality not to mention difficult to persuade upon issues such as accessibility and business environment.
Therefore, an opportunity to capitalize on these successes in building a positive image exists which can then be translated into building stronger business ties with global brands. Benefits of this exercise could trickle down to a lot of other industries besides just sports goods where Pakistan can hold its own as a centre of excellence. At the very least it gives Pakistanis world over something to be very proud of and can help Pakistan build an image in business, trade and sports circles.
Comments
Comments are closed.