The PSL-2019 commenced on February 14 this year in the UAE and the final is going to be played in the City of Lights – Karachi on March 17th. As the PSL fever builds up, cricket fans, domestic and abroad are ecstatic to watch their favorite cricket players AB de Villiers, Darren Sammy, Luke Ronchi, Kieron Pollard and Andre Russell in action on our home grounds. The opening ceremony of the PSL (season 4) kicked off with some power-packed performances including Junoon, Boney M, Aima Baig, Shuja Haider and Fawad Khan.
The Pakistan Super League (PSL) is nothing less than a revolution in Pakistan cricket and is hailed as the biggest ground-breaking venture in the country’s cricketing history. The PSL has become an established product in the T20 tournament circuit and a household name in Pakistan. With the defending champions, Islamabad United joining the fray, the fourth edition of the tournament promises to be jam-packed with nail-biting finishes alongside good quality cricket.
Islamabad United has been one of the most successful franchises to emerge from PSL. The ISLU team has been the champion of the first and third installments of the tournament. They have been active throughout the years empowering the youth by conducting activities throughout the country. Numerous cricket recruitment training camps to hone in on untapped talent and promoting education amongst the underprivileged via organizations like The Citizens Foundation are just some of the examples of which ISLU has contributed to the betterment of Pakistan. ISLU has also partnered with Lahore University of Management Sciences (LUMS) to launch a campaign aimed at bringing about social change in Pakistan. Partnering with the ISLU champions for the second year in a row is Haleeb Foods nutritious and delicious flavored milk brand, Flava.
Haleeb Foods, Head of Marketing, Sami Qahar has been the monolith driving force behind Flava and its campaigns. In a recent interview Sami Qahar talked about the synergy the Flava brand holds with the PSL stating that Flava has always been at the forefront in taking initiatives that resonate deeply with the youth and which support the development of sports in the country. Much like PSL, Flava capitalizes on the one sport in the country that is a significant force of cohesion for its people. Nothing else has as much unifying power as cricket when it comes to Pakistan.
According to Sami Qahar, partnering with ISLU has resonated perfectly with Flava’s core mission of seeking out opportunities that support and propagate sports. He expressed his pride over Flava being a part of the concerted efforts that have strengthened the nation’s image across the world and brought international cricket back to the country.
Apart from partnering with ISLU last year, the former women’s cricket team captain, Sana Mir was a part of last year’s Flava-sponsored “Asia Cup Ka Flava”, a web-based talk show discussing the Asia Cup happenings and developments. Furthermore, Flava partnered with KarishmaInayat, the founder of Gilgit-Baltistan Girls Football League to transform the lives of the girls as well as the communities in Gilgit-Baltistan. The arrangement not only made its mark in the development of football in Gilgit-Baltistan but it also made it a reality for the beautiful and amazing young girls to fully participate in any sphere of life they choose. Flava firmly believes in the empowerment of women in sports to tear down gender barriers and discrimination. Every time women clear a hurdle, smash the ball over a boundary, or kick a ball, demonstrating not only physical strength, but also leadership and strategic thinking, they take a step towards gender equality.
Mohtashim Naqeeb, Brand manager at HFL chimed in with his thoughts about Flava and its close affinity with sports. He said that cricket is not only the favorite sport in Pakistan but also a key platform for self-expression for the youth, connecting them beyond social and cultural boundaries.Flava and ISLU will collaborate towards actively promoting sports, health and wellness amongst the cricket-lovers of Pakistan.