ISLAMABAD Pakistan Hockey Federation's marketing department has failed in generating the much-needed sponsorship and financial support since its establishment a year ago, investigations by Dawn revealed on Wednesday.
'The PHF marketing professionals have failed to help rope in the sponsors for the team for several international competitions,' an official of the federation said on condition of anonymity.
The PHF at several occasions, since the last one-and-a-half year, has largely been dependant on annual grants and special funding from the prime minister or the president which shows that the people in sports marketing have not been impressive in their efforts.
'It is embarrassing to note that despite the rapid improvement in the team's international ranking and good performances at several international events, the marketing team has failed to produce even a single sponsored logo for the green shirts,' the official added.
On the other hand, however, the Pakistan Cricket Board has remained the most successful sports body in generating good monetary support from marketing and private sponsors.
'It is not just the issue of sponsorship for international events, fund generations from the whole marketing team — even for national events — has not been enough,' the official asserted.
It is pertinent to mention here that the International Hockey Federation has recently mentioned the names of several international sponsors of hockey playing teams while the columns of PHF sponsors for women and men's team have been missing.
According to the official, the top bosses of the federation — Secretary Asif Bajwa and President Qasim Zia — have remained fairly active recently to generate funds or special grants through their contacts for the team to travel at international events 'but there is no sponsor even for the junior men's hockey team while the women hockey wing is also dependent on PHF funding.'
