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The Brand Behind the Brand: Surrogate Marketing in Sports
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The Brand Behind the Brand: Surrogate Marketing in Sports

For decades, sport has carried messages that the law would not allow on their own. Around the world, regulators are now closing one door after another. For Pakistan, where faith, the Constitution, and the law already speak clearly on intoxicants and gambling, the question is not whether surrogate marketing works. It is whether our game...

The Price of the Live Moment
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The Price of the Live Moment

Sports rights are worth more than ever, the buyers have changed, and the fan now pays in more places than one. Inside the business that decides what the world watches, and how it watches. The Last Appointment on the Screen On the evening of 19 July 2026, in East Rutherford, New Jersey, Ferran Torres scored...

Formula One (F1): More Than Just Racing
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Formula One (F1): More Than Just Racing

Behind the glamour and the celebrity lies a sport of brutal physical demands, relentless engineering, and quiet sacrifice. We look past the glamour to find what truly drives Formula One (F1). Under the floodlights of Singapore’s Marina Bay, 22 cars scream past the city skyline at more than 300 kilometres per hour. From the harbour...

IN THE ARENA: Hassan Sardar
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IN THE ARENA: Hassan Sardar

The Ace Centre Forward at the point of Pakistan’s golden attack Between 1982 and 1984, Pakistan held the hockey World Cup, the Asian Games title, and Olympic gold at the same time. At the point of that attack stood a forward from Karachi whose balance, timing, and calm in front of goal placed him among...

Three Cities, One Flame
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Three Cities, One Flame

After six years of postponements, the 14th South Asian Games are set to open in Pakistan in April 2027. Islamabad, Lahore, Peshawar carry a promise to the region: that the long wait will end in a Games worth waiting for. There is a particular silence in a stadium on the night before a Games begins....

Forty Eight Nations, One Summer
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Forty Eight Nations, One Summer

Football’s Biggest Gamble Pays Off, Mostly For nearly a century, the World Cup held a simple shape. Thirty two teams, eight groups of four, a clean and familiar path to the knockout rounds. That shape ended this summer, when the tournament expanded to forty eight teams across three host nations and set out to answer...

THE WEIGHT OF FOUR WORLD CUPS
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THE WEIGHT OF FOUR WORLD CUPS

Pakistan once ruled world hockey outright. This year, the sport it invented for itself is fighting simply to stay in the room. On a humid evening in Egypt during March 2026, a Pakistan side that had not seen a World Cup pitch in eight years scored its way into one. The team fell short of...