Lahore — In a groundbreaking move to nurture youth talent and promote cricket at the grassroots level, Pepsi and the Pakistan Cricket Board (PCB) have announced a new collaborative initiative titled “Playboard.” The project marks a significant milestone in the decades-long partnership between the global beverage brand and the country’s cricket governing body.
The Playboard initiative is designed to offer aspiring young cricketers across Pakistan the opportunity to pursue their dreams by providing access to training, mentorship, and modern facilities. It aims to bridge the gap between raw talent and professional development by creating inclusive spaces for youth engagement.
Speaking at the launch ceremony, PCB Chairman Mohsin Naqvi praised Pepsi’s continued support for cricket in Pakistan. “Pepsi has been a trusted partner in cricketing excellence for over 20 years,” he said. “With Playboard, we are taking a major step towards identifying and nurturing the next generation of Pakistani cricket stars.”
Representatives from PepsiCo echoed the sentiment, highlighting the company’s longstanding commitment to sports development. PepsiCo Pakistan’s CEO stated that Playboard will serve as a platform to empower youth and celebrate Pakistan’s rich cricketing heritage.
The initiative will roll out in multiple phases, starting with talent hunt programs, coaching clinics, and infrastructure support in major cities. Young players will be assessed and mentored by PCB-certified coaches, with top performers receiving further opportunities in regional academies and domestic cricket structures.
Pepsi has played a vital role in shaping the modern image of Pakistani cricket, sponsoring national and youth teams over the years and supporting various campaigns aimed at promoting sports and physical activity. This new project takes the collaboration further by investing directly in community-based sports development.
Cricket legends and ambassadors for the initiative—including current and former national players—have also endorsed Playboard, encouraging youth to participate actively. The campaign features a strong digital presence, with inspirational stories, interactive challenges, and real-time updates to engage fans nationwide.
Industry analysts believe that such programs are crucial for revitalizing cricket from the grassroots, especially in underserved areas where access to coaching and infrastructure is limited.
As Pakistan continues to produce world-class cricketing talent, Playboard is expected to become a game-changer for aspiring players, reinforcing Pepsi and PCB’s shared vision of fostering excellence and inclusivity in sports.
