POLITICAL ECONOMY OF SPORTS IN PAKISTAN: CASE STUDY OF GOVERNANCE AND MARKET CONSTRAINTS TO VALUE CO-CREATION IN FOOTBALL

Abstract

This case study explores the political economy of sports in Pakistan and evaluates that why with huge demographic potential of 65 million young population and international level football manufacturing industry remains on margin in world sports economy. The research is based on in-depth interviews with key institutional, regulatory and club executives and grassroot representatives. It identifies significant governance and market constraints which hamper strategic value creation. While passion for football is significant in public, the ecosystem is seriously affected by a decade of unstable institutional arrangements and unreliable formats of football operations / competition. This has led to adhoc and short term planning, weak management and organization and inability to harness media and sponsors’ commitment on long term basis. Limited availability of market data and inadequate facilities available for matchday experiences also challenge credibility. Through addressing these structural and basic issues through a phased three years development strategy affords public policy opportunity, strategically, to boost national identity, capitalize economic potentials and steer youth development.