An Interview with

Sardar Naveed Haider
Director, Marketing ,PHF

Despite going through a rough period during the last decade and at the same time competing with cricket's overwhelming popularity in this country, Pakistan hockey still has a large fan following that remains loyal to it. And it is this element that is likely to provide the spark to lead the rejuvenation of what still remains Pakistan's national sport.

To Sardar Naveed Haider, the PHF's director marketing, the series against India is proof positive that people are interested in seeing Pakistan hockey prosper. "That was why they filled the stands in all the four stadia in which matches were held not just in this country but also in India. And it proves the fact that regardless of cricket's craze, hockey still is a major drawcard in the subcontinent" .

For its part, "the PHF and its president and honorary secretary are making efforts so that hockey regains its image and restores its pride of place", said he, adding that for the first time in its history Pakistan hockey was selling itself well, without looking for a dole out from any quarter.
"Held in the backdrop of both teams having a rather disappointing run at the Olympic Games, the environment for the Indian series was not very conducive from a marketing point of view. But a Pakistan-India contest has its own dynamic; the series was successful from the point of view of public interest and the PHF managed to raise sizable revenues.

IOU r task was not financial gains alone, but also to bring spectators back to the stadiums and raise hockey's profile in the country. Apart from the series victory, which has its own importance, all these objectives were achieved'

"Our task was not financial gains alone, but also to bring spectators back to the stadiums and raise hockey's profile in the country. Apart from the series victory, which has its own importance, all these objectives were achieved".

Sardar Naveed conceded that one drawback has been that the Pakistan team has failed to win a major continental or world title in the recent past. "But the signs are that we are gradually getting closer to the top than getting lost in the bottom half of the global pecking order.

"If we managed to get close to the top and win a big event, it would be a different ball game altogether. But we cannot allow things to drift in the meanwhile. So we have to keep on making an endeavour to retain and enhance our share of the limelight.

interest in other television channels, with ESPN fighting for its share of the viewership.

"The enhanced viewership means more leeway in marketing Pakistan hockey, and also new ideas are emerging because of it. So interest in Pakistan hockey is back. To the extent that when Sohail Abbas recently broke the world record for the highest tally of goals, we got calls from England, Holland and Germany requesting for an opportunity to honour him".

About the Champions Trophy, Sardar Naveed believed that it is indeed a boon that international events were returning to Pakistan. "We already have long term sponsorship agreements with our apparel and match clothing suppliers, and for the Champions Trophy we are already expanding our effort to bring in international and local sponsors. We believe that we would be able to make substantive commercial gains from the venture and hopefully Pakistan hockey team would also reach the podium".

'If we managed to get close to the top and win a big event, it would be a different ball game altogether. But we cannot allow things to drift in the meanwhile. So we have to keep on making an endeavour to retain and enhance our share of the limelight'.

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