IBA Karachi Hosts Seminar on Building a Sports Ecosystem

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The Institute of Business Administration (IBA) Karachi, marked a significant milestone by hosting its first seminar on “Building a Sports Ecosystem: The Critical Role of Academia.” Organized by the School of Business Studies (SBS) and sponsored by Toyota, EBM, and Jafferjees, the event aimed to foster dialogue between academia and the corporate world to promote sustainable sports development in Pakistan.

The seminar was opened by Dr Abdullah Zafar Sheikh, Dean of SBS, and Dr Nida Aslam Khan, Chairperson of the Marketing Department. In his introductory remarks, Dr Sheikh highlighted the importance of integrating sports marketing into academic curricula, emphasizing the potential for growth in this area. “In today’s dynamic society, sports marketing is a growing emergence. We at IBA are keen to explore new areas of sports marketing and take this discourse to a new level,” said Dr Sheikh, suggesting the possibility of introducing a dedicated minor or even a full degree in sports marketing.

The keynote address was delivered by Dr Joseph Cooper, a renowned expert in sports management. Dr Cooper outlined strategies for building a sustainable sports ecosystem, stressing the need to consider not just economic and marketing factors, but also the cultural, religious, and spiritual dimensions of sports. “To build a sports ecosystem, it is important to not only focus on the economic and marketing aspects but also on religious, cultural, and spiritual aspects,” he said.

The event featured two panel discussions, each offering unique perspectives on the role of academia and the corporate sector in sports development. The first panel, moderated by Salman Sever Butt, included prominent corporate leaders such as Ali Habib, Chief Marketing and Communications Officer of HBL, and Ali Fahd, VP Marketing at Jazz. The panelists discussed the challenges of investing in sports, with Mr. Habib pointing out the need for sustained corporate engagement, especially in the off-season periods of major events like the Pakistan Super League (PSL).

The second panel, moderated by Dr Nida Aslam Khan, included notable figures from the sports world, such as Haroon Malik, Chairman of the Pakistan Football Federation, and Rashid Latif, former cricketer and coach. This discussion focused on the obstacles to developing a robust sports ecosystem in Pakistan, including inadequate facilities and infrastructure. Mr. Latif emphasized the need for a dedicated Research and Development department to harness the untapped potential in areas like Landhi and Baldia.

The seminar underscored the critical role that academia can play in developing a comprehensive sports ecosystem in Pakistan. By initiating sports marketing programs and encouraging student participation, institutions like IBA can contribute significantly to the growth and sustainability of the sports industry in the country. The event concluded with a call for greater collaboration among all stakeholders to ensure the long-term success of sports in Pakistan, including the exploration of emerging fields like Esports.

The seminar set a precedent for future collaborations between academia and the sports industry, aiming to create a more integrated and sustainable sports ecosystem in Pakistan.