Pakistan turns FIFA World Cup into export promotion platform

Seeking to capitalise on the ongoing FIFA World Cup 2026, one of the world’s biggest sporting events, Pakistan has begun using the football tournament as a platform to market its export-oriented football industry, with officials planning a series of promotional campaigns in Uzbekistan to generate new business opportunities.

According to a statement released on Thursday, Pakistan’s world-class football manufacturing industry was prominently showcased during the live screening of the FIFA World Cup 2026 match between Uzbekistan and Portugal in Tashkent.

Federal Minister for Commerce Jam Kamal Khan appreciated the proactive efforts of Pakistan’s Trade Mission in Tashkent for successfully promoting the country’s manufacturing excellence at a major international sporting platform.

He said the initiative reflected an effective use of public diplomacy to project Pakistan’s industrial strength, export potential and soft image before thousands of international football fans.

The minister said Pakistan takes pride in its globally recognised football manufacturing industry, particularly the craftsmanship of Sialkot, which continues to supply premium-quality footballs for major international competitions. He emphasised that such initiatives help position Pakistan as a reliable, competitive and quality-driven manufacturing hub in the global market.

Pakistan-made football to roll at FIFA World Cup 2026

He further noted that showcasing Pakistani products at high-visibility international events can play an important role in enhancing exports, building business confidence and strengthening Pakistan’s trade and economic engagement with partner countries, including Uzbekistan.

In collaboration with local Uzbek authorities, the Trade Mission of Pakistan in Tashkent arranged the promotional activity at Bunyodkor Stadium and Humo Arena, where thousands of Uzbek football fans gathered to watch the match.

The mission highlighted the “Trionda,” the official match ball of the FIFA World Cup 2026, proudly manufactured in Sialkot, Pakistan, by Forward Sports, one of the country’s leading football manufacturers.

To maximise outreach among local audiences, the mission had Forward Sports’ promotional documentary translated into the Uzbek language. The documentary was screened before the match at both venues and showcased Pakistan’s internationally recognised expertise in producing premium-quality footballs used in major international competitions around the world.

Representatives of the embassy also presented a Pakistan-made “Trionda” football to Shavkat Umurzakov, Governor of Tashkent City, as a symbol of the enduring friendship and expanding partnership between Pakistan and Uzbekistan.

The trade mission plans to organise further promotional events in the coming weeks to highlight Pakistan’s world-class manufacturing capabilities and create greater awareness of the country’s export potential among the people and business community of Uzbekistan.