Pepsi, in collaboration with the Pakistan Cricket Board (PCB), has partnered to promote girls’ cricket through a new initiative aimed at improving access to essential sporting equipment and encouraging greater female participation in the sport.
Across South Asia and the Gulf, interest among aspiring female cricketers has been steadily increasing. However, participation often remains informal rather than professional due to limited access to basic cricket kits, including bats, balls, stumps, bails, and essential protective gear such as helmets, pads, and gloves.
In Pakistan, the journey of many female cricketers is frequently marked by borrowing equipment from male family members. As most cricket gear is designed for men, it is often heavier and awkward for girls to use. This mismatch can lead to discomfort, reduced confidence, hesitation, and ultimately weaker performance on the field, according to a press statement.
Collaboration
To address this gap, Pepsi, in collaboration with the Pakistan Cricket Board, launched its flagship campaign ‘Ab Hai Tumhari Bari’ (It’s Your Turn Now). As part of the initiative, traditional billboards were transformed into Pepsi Playboards, stocked with all the requisite cricketing gear designed specifically for girls.
The initiative was piloted in Pakistan, with Playboards installed at schools and cricket grounds, allowing girls to access equipment freely. The gear is available at no cost, does not require pre-registration, and can be returned after use so others can benefit.
Repurposing advertising spaces
This approach of repurposing advertising spaces has helped strengthen girls’ involvement in cricket while fostering inclusivity and community participation. The initiative has been widely recognised for introducing an innovative model that rethinks how sports-related campaigns can drive meaningful impact.
“Cricket is part of everyday life here, but access has not always kept pace with interest,” observed Hakima Mirza, Senior Director, Marketing, PepsiCo Pakistan. “This initiative is about helping young women play now, not at some later stage,” she added.
“When the equipment fits, girls train longer and play with more confidence. Access is where development really starts,” asserted Rafia Haider, Head of Women’s Cricket, PCB.
