Aisam: The name is where the money’s at

The biggest thing that Aisamul Haq Qureshi has done for Pakistan tennis is establishing his name as a brand.

His success on the international courts may not come as frequently as he, or the rest of the nation, would want. His career ranking has not really catapulted and he’s losing more than winning. But for the sake of Pakistan tennis, the national body, the Pakistan Tennis Federation (PTF), has finally realised how to use the Aisam-appeal to their advantage.

People expect a lot from Aisam when it comes to winning and also when they expect him to give something back to the nation, especially after he was also awarded the Pride of Performance.  His plan, for when he retires, is to open an academy like every other successful player has in the world.

He’s been an independent player without any involvement with the PTF. His career is a product of an individual effort, physical and financial, and it remains to be. However, while Aisam continues to go for a fully justified aim for individual glory, PTF meanwhile has latched on to his brand appeal to attract sponsors and improve Pakistan tennis.

Aisamul Haq Masters Championship concluded on Friday. Aqeel Khan was an expected winner but the prize-money of Rs 500,000, the biggest reward for any domestic tournament in the history of Pakistan tennis.

“I see a good future for Pakistan tennis and I’m hopeful,” Aisam told The Express Tribune. “The PTF is finally trying to do something. They held the Masters event where they managed a good prize-money and I think that’s a welcome change.

“It’s the first step toward improvement. At least it will benefit the local players. I’m looking forward to opening an academy and will start work on it as soon as the government will give me the land I will start working on it.”

Meanwhile, according to the PTF President Irshad Bhatti, generating funds for events remains a challenge and hence a hindrance in promoting tennis in the country. However, Aisam’s status as a national youth icon has helped the federation get more corporate sponsors, evident from the fact that two major corporate sponsors have contacted them for future events following the Masters event.

Bhatti said that the PTF also asked Qureshi to spend his free time grooming local players.

“He’s agreed to give us at least a month in the year where we can take him to different districts and he’d play with local children and give them tips,” said Bhatti.

The aim, as Aqeel simply put it, was to change tennis from a past-time to a profession.

“Many players quit because there wasn’t enough money in it,” said Aqeel. “Big prize-money is an attraction and a motivating factor. People leave when they can’t make a living out of it. In the Masters, sponsors came just because it had Aisam’s name attached to it. This is his huge contribution to Pakistan tennis.”



Published in The Express Tribune, July 24^th, 2011.