The Gap between the Perceptions/Expectations of Customers and Organizations in Relation to Domestic Cricket in Pakistan

Abstract

Sports related sponsorship has been the bread and butter of many organizations for many decades in the western hemisphere and countries of the developed world. From television to radio to print, sports enthusiasts have found a variety of media to choose from while watching sports related activities. Significantly, the market has been driven my sponsors whether it be from the banking sector, multinational companies, large corporations, governments or the private sector, organizations have gotten together to promote sports and products. In Pakistan however the idea of sports sponsorship has been dismal at most. Pakistani organization, until recently, have been reluctant to invest in sponsorship activities when it comes to sports, however, they have shown willingness to invest it most other promotional activities. The researcher has analyzed the gap between perceptions and expectations of several organizations in Pakistan capable of sports related sponsorship and consumers of sports, specifically domestic cricket.