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

Khalid Abbasi; Ashique Jhatial; Sameena Khokhar

Khalid Abbasi Assistant Professor, Laar Campus at Badin, University of Sindh, Jamshoro.
Ashique Jhatial Professor, Department of Commerce, University of Sindh, Jamshoro.
Sameena Khokhar Assistant Professor, Institute of English Language & Literature, University of Sindh Jamshoro.

Abstract

This study aimed to investigate sports promotion of Pakistan International Air-lines Corporation Limited (PIACL) throughout the history in the country. Study has performed content analysis of secondary data published through annual re-ports, 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 pro-mote sports to develop national talent particularly in youth.