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There is an enduring irony: Pakistan manufactures some of the footballs that captivates nearly a quarter of the world’s population, about 1.5 billion stadium spectators, television viewers and digital audiences, during the five-week FIFA World Cup, yet has never produced a team capable of qualifying for the tournament despite the sport’s growing popularity.
Still, the quadrennial spectacle delivers modest economic dividends through higher exports and domestic sales of footballs, sportswear and accessories, along with limited spillover gains.
Finance Minister Muhammad Aurangzeb highlighted growth in sports goods exports during a recent review of the country’s economic performance. However, none in the government’s economic team responded to queries on why Pakistan continues to fall short of fully realising the sports economic potential.
According to private sector sources, Pakistan experiences a modest rise in economic activity during the FIFA World Cup despite persistent challenges. However, some observers believe the actual gains exceed official estimates, as much of the increased demand for football and sports merchandise is met by the undocumented informal sector.
