PSL 4: Why are UAE's stands still vacant?

It was four years ago that the foundations of the Pakistan Super League (PSL) were laid, with hopes that it would, among other objectives, catalyse the revival of international cricket at home. Another core purpose of the PSL was to create an opening for local talent to rise through the system and be known.

It looks like the PSL has rather effectively delivered, on the latter objective, with talents such as Hassan Ali, Shadab Khan, Faheem Ashraf and Shaheen Shah Afridi breaking ground in international cricket.

But has it been the wind of change in Pakistan's international cricket hiatus?

While there has been notable growth in PSL’s brand since its inception - from corporate sponsorships and broadcast deals to the number of franchises, one element that has remained stagnant is the emptiness of the UAE's stadia.

The PSL, now in its fourth season, is still being staged in the UAE with the last handful of games being played in Pakistan. With fans back home unable to be an active part of the PSL, and fans in the UAE not showing up to the games, an important question presents itself- who is the PSL meant for?

It costs the PCB heaps every year in the overseas staging of this extravaganza, while returns, in terms of gate money, remain low. Stands that should have been brimming with cricket fans have remained more or less deserted, barring the odd game in Sharjah. The PSL management has recurrently failed in filling up stadiums in the UAE - a country brimming with South Asian immigrants. Why has this been so?

A chief factor in this scenario is that a big chunk of this migrant community constitutes of labor and working class people who cannot find it in their daily grind to take out time for a cricket game. Besides, the Dubai Cricket Stadium is considerably far from the main city which makes the traveling fairly costly and laced with hassle. After an 8-hour work shift, a person would hardly want to immerse himself in the city's callous traffic for an additional two hours. The absence of public transport points nearby only adds to the predicament.

That been said, there has hardly been a packed Dubai stadium on weekends either which brings us back to the question - why are people not coming to the games?

The league's marketing model needs to be fan-centric. The physical effort of going to a match should be made uncomplicated and manageable for the working class fan. Conveyance issues should be resolved and pre-hype promotional efforts should be doubled. It is a bummer enough that fans back in Pakistan cannot experience this spectacle, why not make it painless for the fans who can?

The PSL management must engage in targeted marketing to lure in the immigrant community in the UAE. The presence of Afghani, Bangladeshi and Sri Lankan players -if they are available- could improve turnout. Besides that, there could also be the option of focusing more on Sharjah where attendance can more likely be improved due to approach being easier.

Everything considered, the journey so far has not been all gloomy. Every season there has been a wider window for the League's Pakistan leg. In 2017, we saw the league come home for the first time with Gaddafi Stadium, Lahore, hosting a spectacular final. There were two more games in Lahore the following year with Karachi being the venue for the final. This year, there are five more exciting contests at home, with three games in Lahore and four, including the final on March 17, in Karachi.

It would not be wrong to hope that sooner rather than later the entire League will be moved to Pakistan. To the Pakistani fan, this would mean the prospect of witnessing all cricketing action live. To players, personal performances will mean a great deal more with hundreds of fans in attendance. To Pakistan cricket, this would mean hosting high-profile cricket, not just in Karachi and Lahore but also in other cities.

The PSL’s homecoming is always a full-house phenomenon. It would make much more financial sense for the League to be played in Pakistan where it can benefit from startling success. Needless to say that the PSL cannot realise its full potential till local fans are an alive and active part of it.

Roha Nadeem is a sports journalist and writer. She tweets @rohanadym