Sports Promotion of Pakistan International Airlines Corporation Limited: Example of Corporate Social Responsibility and Beyond

Home , Iqbal Stadium, Pakistan International, Sarfaraz Ahmed

The Shield (ISSN-1991-8410) Vol. 14, 2019

SPORTS PROMOTION OF PAKISTAN INTERNATIONAL AIRLINES CORPORATION LIMITED: EXAMPLE OF CORPORATE SOCIAL RESPONSIBILITY AND BEYOND

Khalid Abbasi , Ashique Jhatial1* , Sameena Khokhar1

ABSTRACT:

This study aimed to investigate sports promotion of Pakistan International Airlines Corporation Limited (PIACL) throughout the history in the country. Study has per- formed content analysis of secondary data published through annual reports, websites and key documents of the corporation. Study found out that PIACL has supported a large number of sportsmen and invested generously to promote different sports especially squash, hockey and cricket at local, national and international levels. Many sports icons once played on the panel of PIACL at different occasions which has set an example for many organizations. Study concludes that there is urgent need of public-private partnership support and promote sports to develop national talent particularly in youth.

Introduction:

Investing in sports promotion searchers to the profit of compa- through Corporate Social Re- nies and how much of that is be- sponsibility (CSR) brings about ing returned to communities’ long-term social impact. Sports welfare through activities such as promotion and sports personali- health, education and sports. ties possess higher influential power that could usher social Such activities help compa- change. nies to earn reputation and fulfill their responsibilities towards so- CSR is a mechanism for align- ciety (Kiran et al., 2015; Aid, ing company policies and prac- 2004). tices with the socioeconomic, cul- tural and environmental chal- Commission of European lenges societies face (Jhatial et al, Communities (2001) defined CSR 2014, p.111). CSR has drawn at- as a “concept of companies’ social tention of businessmen and re- and environmental integration,

Sports Promotion of Pakistan International Airlines Cooperation Limited concerning voluntarily interac- appear in text below) is a com- tion between the business opera- mercial public sector organizations and stockholders”. tion. It has been playing very vital role to promote youth devel- Likewise, CSR is a voluntary opment and sports activities commitment of business organi- within country by supporting zations on continuous basis to major sports in the country. enhance the quality of life of workforce, their families, com- PIACL which is also known munities at local levels and all as ‘flag carrier’ with its sports di- other stakeholders (Worthington, vision has been facilitating sports Ram and Jones, 2006). by providing employment to tal- ented athletes from various More recently, many studies sports. have observed that sports organizations within the sport industry Apart from providing em- such as Nike and Reebok to the ployment, flag carrier has also NBA and NASCAR have long been arranging various national adopted CSR programs (Cor- as well as international level nelius et al. 2008). sports events on regular basis (The Express Tribune, 28th Au- Smith and Westerbeek (2007) gust, 2015). noted that sports play unique role to keep society healthy and From extensive review of lit- fit. Walters (2009) observed that erature, it has been observed that ‘community sports’ an independ- very limited research is under- ent charitable trust which works taken on the role of PIACL on as non-government organization sports promotion in the country. in UK delivered a range of com- It is imperative to examine the munity-oriented initiatives of role of big commercial organiza- sports, health, education and so- tions for sports promotions for cial inclusion activities. social development.

PIACL (e.g., it is also com- As a result, this study at- monly referred as national flag tempted to investigate the role of carrier or corporation, which may

Sports Promotion of Pakistan International Airlines Cooperation Limited

PIACL in sports promotion in the it-making but also contributes to country. social development of the people.

Literature Review Aupperle et al. (1985) sur- veyed CEOs and found most of The concept of CSR was first business organizations invest ac- time introduced by Bowen How- cording to Carroll’s model and ard in 1953. It was the first major improve social development. work on CSR titled as ‘Social Re- UNIDO (2009) pointed out that sponsibilities of the Business’. relationship is shifting towards This book is considered by vari- corporate social responsibility ous authors as first book on CSR from philanthropy, either busi- (Valor, 2005) as a result many be- ness run by private or public sec- lieve Bowen is ‘Father of CSR’ tors need to answer various ques- (Carroll, 1999; Windsor, 2001). tions raised by consumers.

Bowen defined CSR as an ob- Because in this age of sophis- ligations of business to follow ticated technologies independent policies, make decisions desirable media and internet customers are in terms of objectives and values well aware of corporations and of society. Many other scholars their social responsibilities have defined CSR beyond social (Chandler and Mazlish, 2005). responsibility obligations. Gamble et al. (2007) suggested According to them CSR not that state-owned enterprises only deals with ‘social responsi- (SOEs) in order to benefit stock- bilities’ obligations but it also holders should practice strategies deals with legal obligations be- of good corporate citizen by dis- yond economic obligations mak- playing social conscience while ing business more responsible to running corporations. societies (McGuire, 1963; Davis, 1960; Sethi, 1975). To achieve this, the top level management of SOEs monitor Carroll (1979) argued about and audit that what overall im- CSR as social responsibility pact their decision making have which concentrates not only prof- on employees’ wellbeing, on

Sports Promotion of Pakistan International Airlines Cooperation Limited community, environment and on for community wellbeing at grass society. root levels. It has been observed that many corporations either na- Walter and Idowa, 2009 noted tional or multinational in Paki- that SOEs need to be responsible stan fail to address important as- for their actions and mandatory pects of CSR such as formal rep- obligations to every stakeholder. resentation of workers in trade Corporations are considering unions, gender equality, poverty CSR as an important element to reduction, anti-corruption prac- judge business and its perfor- tices, child labour, health, educa- mance these days. This is what tion and human rights (Naeem makes their business different and Welford, 2009). from others. In response to such situation CSR in Pakistan of corporate efforts a SRO No. 983(I)/2009 was issued by Com- Ali et al.(2010) cited by Jhatial missioner of Companies dated et al. (2014) suggested CSR in Pa- 16th November, 2009. kistan passes through an evolu- tionary stage. It was Asian Insti- Where companies were di- tute of Management (AIM) which rected to disclose their descrip- encouraged CSR by pioneering tive CSR activities necessarily for its activities and created a forum every financial year. on CSR e.g. ‘Asian Forum of The CSR information that Corporate Social Responsibility’ companies need to disclose man- to hold meetings every year in datory in the light of above men- order to promote health, reduce tioned SRO includes, environ- poverty, take care of environment protection measures taken ment, support education to en- by companies, corporate philan- hance its quality and improve thropy, welfare schemes and workplace practices of Asian community investments, energy companies. conservations, welfare spending This forum awarded certifica- for under privileged classes, con- tion to various companies for sumer protection measures, ef- their efforts to implement CSR forts for poverty reduction, health and occupational safety,

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Sports Promotion of Pakistan International Airlines Cooperation Limited anti-corruption measure and Research Methods business ethics and rural development programs. Dataset and collection procedure: CSR in PIACL In order to explore sports en- Being a state-owned enter- gagements of PIACL and their prise (SOEs) and leading com- social impact for communities, mercial air transport corporation secondary data from 2002 to 2017 of country, PIACL is striving to were collected from PIACL an- build relationship with society by nual reports, website, brochures offering various community ser- and periodical reports. vices e.g., customers, employees and partners. Special focus was paid on how corporation has used the In order to play a vital role for CSR umbrella to promote sports its stakeholders’ flag carrier is activities and reported in its vari- rendering services through active ous reports either available citizen programs for example Boy online, publication or in the na- Scout Association (BSA), provid- tional dailies such as Dawn, The ing social services such as sup- News. porting non-governmental organizations (NGOs), medical services Dataset comprised on follow- through Al-Shifa Trust (AST) and ing aspects from various online services to promote education website and printed documents and sports within country. or newspapers: a) the hierarchical structure of the website focusing To achieve this, PIACL estab- on where CSR and sports related lished a CSR Committee with aim information is located; b) the to fight corruption and ensure communication techniques em- business ethics and recommend- ployed on these websites and ed updated practices. printed material; and c) the types of CSR activities or events in which PIACL sports teams partic- ipated.

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quantify the occurrence or fre- Data Analysis strategy: quencies of particular events, activities, words, subjects’ phrases Content analysis is both a or concepts in contemporary text. qualitative and quantitative tech- QCA is also used qualitative in- nique, as it allows researcher to ferences by analyzing the mean- code qualitative data in order to ing and semantic relationship of conduct a quantitative analysis concepts and words. (Berg, 2004). The procedure of conducting According to Schreier (2012) content analysis is based on sev- there are different qualitative da- eral steps (Mayring, (2014). ta analysis strategies available to analyze and interpret results Firstly, to select the dataset from the qualitative data. this is to be analyzed. Secondly, units and categories of analysis Qualitative content analysis is are defined (units of analysis to one of those methods being used be coded such as type of sports by various researchers, because it and sports personalities to be systematically describes dataset identified and sponsored, or fre- helps researchers to look at quan- quencies of individual words and tification aspects of dataset. phrases). Set of categories which will be used for coding such as A prerequisite for successful male, female, frequency of sports content analysis is that data can activities occurred or sponsored be reduced to concepts that de- by PIACL). scribe the research phenomenon by developing various categories Thirdly, is to develop rules for and concepts. coding and perform coding (or- ganizing the unit meaning into Procedure of data analysis: previously defined categories). Fifthly, is to analyze results and Researchers use QCA to find draw conclusions Mayring, about the purposes, messages Philipp (2014). and effects of communication content, because QCA is used to

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In this study, the dataset con- (PSL), Under 11, Under 15, Under sists of the location of the CSR 19 and so on. information and the type of CSR initiative. The location is inher- PIACL in collaboration with ently quantitative i.e. frequency government and private busi- of sports activities under CSR re- nesses has developed several ported in dataset. sports grounds and facilitates sporting events at local and na- In order understand the types tional levels. and numbers of times sports ac- PIACL has established a tivities or sports promotion un- Sports Division (SD) in 1958 and der CSR done by the corporation opened door to country’s young were codified quantitatively. sportsmen. Through PIA Colt PIACL has several sports en- Team (CT) sports persons are gagements which corporation has couched, trained on regular basis reported in its website, periodical and were provided stipends with reports and in annual reports, an intension to contribute to the however, this study has focused advancement of sports within on main sports such as Squash, country (some of the prominent Hockey and Cricket. sports person supported by PIACL are mentioned in subse- Results and Discussions quent pages under the headings of squash, hockey and cricket). PIA Services for Sports The CT program for squash, PIACL striving hard to sup- hockey, football and cricket re- port sports and celebrates such sulted in identifying promising events. There are a number of na- young sportsmen who became tional sports icons who played national heroes in their respective for the corporation. fields. Pakistan has been consistently PIACL set up unique career arranging sports activities at na- development plans for sportsmen tional levels such as National and provides attractive and sta- Championship, Quid e Azam ble jobs to outstanding sports- Trophy, Pakistan Super League

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Sports Promotion of Pakistan International Airlines Cooperation Limited men, empowering them to focus winner of British Amateur on what they do best. Championship in 1970-1971. He won Pakistan Open in 1972-1973 Under this program of na- and was runner-up of British tional flag carrier sportsmen are Open in 1973 and 1975. provided with travel facilities and benefits for major sports Likewise, Sohial Qasir, born such as cricket, hockey, football, in 1965, winner of World Junior squash, polo, tennis, chess, Championship 1982 and British bridge, table tennis, cycling and Under-23 Open at Wembley in body building. 1982 have remained PIA squash team player. Squash Moreover, World’s greatest There have been various and No.1 player of squash Ja- squash players who were identi- hangir Khan has also remained fied and sponsored by PIA. Fol- PIA’s sponsored sportsman, was lowing are some of the world re- born on 10th December 1963 in nowned heroes of squash players Peshawar. He holds the record of Qamar Zaman, Gogi Alauddin, winning World Open in 1981, SohailQasir, Jahangir Khan and 1982, 1983, 1984 and 1988. Jansher Khan. To share his game skills and One of them is Qamar Zaman, experience he wrote various born on 11th April 1952 in Quet- books on learning squash. Fur- ta. Zaman was one of the leading thermore, there has been another squash players during 1970s- world class and world No.1 1980s. He won several titles such squash player that was spon- as Junior Squash Championship sored by PIA - Jansher Khan, in 1968 and British Open in 1975. born on 15th June, 1969. Khan holds the record of winning Similarly, Gogi Alauddin, World Open for eight times and born on 9th September 1950 is the British Open for six times.

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Table 1 Sports events won by PIACL teams at National/International levels during 2014-15

S.No. Sport Event Status 1 Hockey Team National Championship Winner 2 Hockey Team Nishan-e-Haider Trophy Winner 3 Hockey Team All Pakistan Brigadier Atif Winner Trophy 4 Hockey Team Doha Tour Winner 5 Squash-M. Huzaifa Qatar Open & Doha Open Winner Ibrahim 6 Squash-Ahsan Ayaz National Champion Winner 7 Squash-Naveed Sindh Champion Winner Rehman 8 Cricket Team President Trophy Semi Final

Hockey

There have been various lem Sherwani - born on hockey players who were identi- 4thJanuary 1951 played as goal fied and sponsored by PIA. One keeper in National Hockey. of the famous hockey players of national flag carrier’s team was He has been winner of silver Shabaz Ahmed Senior. medal in 1972 at Summer Olym- pics in Munich, Germany. He al- He was born on 1st September so won bronze medal in Summer 1968 in Faisalabad. Similarly, Olympics in 1976 at Montreal, Manzoor Hussain - born on 28th Quebec, Canada. October 1958 has been part of PIA hockey team and played for Moreover, Kamran Ashraf - almost a decade between 1975 born on 30th September 1973 in and 1984. Sialkot is a former hockey player who played as center forward He scored 86 goals and was position scored 129 goals in 166 capped 175 times. Likewise, Sa- internationals from 1993 to 2003.

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Cricket but on 25th January 1985 at Eden Park, Auckland. PIACL has been prominent public sector organization which Another right-arm fast bow- promoted cricket and sponsored ler, Shoaib Ahktar - born on 13th a huge number of cricket events August 1975 in Rawalpindi, and produced cricket icons in the played all formats of the game country. There have been numer- over fourteen years. ous players who were identified Similarly, the list of PIA spon- and sponsored by PIA. sored cricket icons is not limited, Zaheer Abbas - born on Abdul Razzaq - born on 2nd De- 24thJuly 1947 in Sialkot. Right- cember 1979 in Lahore was also hand batsman started his one day identified and sponsored by the international (ODI) against Eng- corporation. land in 1974. He started his ODI career in Current Prime Minister, Im- 1996 at Gaddafi Stadium versus ran Khan has also been spon- Zimbabwe. He commenced his sored by PIA. He played as all- test career against Australia at the rounder started his ODI career on Gabba Brisbane on 5th November 31st August 1974 against England 1999. at Trent Bridge. Whereas, he began his twen- He started his Test Match ca- ty-twenty career on 28th August, reer on 3rd June 1971 against 2006 at County Ground versus England at Edgbaston, Birming- England. Sarfaraz Ahmed born ham. Moreover, Wasim Akram- on 22nd May 1987 in Karachi is born on 3rd June, 1966 left-arm latest cricket player who has been fast bowler was also sponsored sponsored by PIA. by PIA. He is a wicketkeeper- He started his ODI career on batsman, current captain of Paki- 23rd November 1984 against stan Cricket Team in all three New Zealand at Iqbal Stadium format i.e. Test, ODIs and Twen- Faisalabad. He began his test de- ty-Twenty started ODI career with ODI debut on 18th Novem-

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Sports Promotion of Pakistan International Airlines Cooperation Limited ber 2007 versus India at Brigadier Atif Trophy, and won SawaiMan singh Stadium, while Doha Tour by defeating Indian played test debut versus Austral- Airline. ia on 14th January at Bellerive Oval and twenty-twenty carrier Likewise, rows from 5 to 7 in debut match against England PIA Squash Players M. Huzifa, on 19th February 2010 at Dubai Ibrahim, Ahsan Ayaz and International Cricket Stadium. Naveed Rehman won Qater Open & Doha Open (Under-11), Table 1 presents details of National Championship (Under- participation of PIACL various 19) Sindh Championship (Under- sports teams in national and in- 15) respectively. Whereas row 8 ternational sports events. PIACL highlights PIA cricket team teams won all sports events dur- reaching Semi Final in President ing 2014-2015. Trophy.

As displayed in rows from 1 Table 2: Participation of PIACL to 4 PIA Hockey team won Na- Sport Teams in National and In- tional Championship, Nishan-e- ternational Team Event. Haider Trophy, All Pakistan

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Sports Promotion of Pakistan International Airlines Cooperation Limited S.No: Sports Event Status Team 1 Cricket Quaid-e-Azam Cricket Trophy-II Winner 2 Hockey National Hockey Championship Winner 3 Hockey First Late Brig Atif Sahiwal Winner 4 Hockey Nishan-e-Haider Hockey Tourna- Winner ment 5 Hockey 4 Nation Hockey Tournament Qa- Winner tar Doha 6 Football All Pakistan Football Tournament Winner 7 Football PFF Championship Cup Winner 8 Squash PIA Squash Colt U-12 Winner 9 Squash Qatar Junior Open Tournament Winner 10 Squash Redtone 9th KL Jr Open Tourna- Winner ment

Table 2 depicts various national sports events won by PIA Cricket, Hockey, Football and Squash Teams.

Conclusion

Though a sport spending Sports promotion of PIACL through CSR does not seem to be has been highly encouraging for high on the priority list of corpo- other national and multinational rate sector in the country. organizations in the country to afford such sporting activities to Nevertheless, CSR has grown leave lasting impact on society. enough to give a complete direc- PIACL has long history of social tion for education, health and investment especially in educa- sports promotion. This study fo- tion, health and sports. cused on national flag carrier’s sports promotion and engage- Corporation has promoted ments and their impact on socie- national talent in the field of ma- ty. jor sports such as cricket, hockey and squash to name a few.

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PIACL has this credit that it has Governments, all over the sponsored sports icons in every world now a day’s engage corpo- sports field. rate investments for community welfare through sports participa- There is urgent need of doing tion. collective and coordinated effort through public-private partner- Corporations through their ship for sports promotions. Gov- CSR activities address socioeco- ernment organizations have to nomic and environmental con- identify priority areas and lead cerns make more profit and earn concerted efforts to promote good name. Consumers are in- sports also indigenous games as creasingly becoming aware of well. buying products and services from companies which reinvest Sports operations focus in social development of the soci- should be wide-ranging, address- ety. ing issues such as education, health, urban-rural divide, gen- Government of Pakistan der inequalities and the envi- needs to forge a collective sports ronment. strategy through public-private partnership on CSR platform and A corporate investment in direct corporate investment in sports is a collective effort to- sports promotion. There is a huge wards nation building. Sports talent in the country which could empower communities and de- be given correct direction by the velop skill and improve national government towards sports. health and talent. There is urgent need to build In time, it leads to a healthy sports grounds with necessary and vibrant ‘youth force’ and ‘na- sporting facilities in both urban tional sports talent’ that boost na- and rural areas to identify future tional morale in international sports icons in the country. community. Most importantly, sports unite communities, build national pride, change mentali- ties, create community icons and breed next generation of leaders.

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