LAHORE: The Pakistan Cricket Board (PCB) has collaborated with Pepsi to launch the Playboard initiative, a grassroots focused programme aimed at improving access to cricket equipment for young women across Pakistan.
The initiative transforms selected outdoor billboards into Playboards that provide cricket gear designed specifically for women. The equipment can be borrowed by aspiring female cricketers, used for practice or play and returned for shared community use. The programme addresses one of the key challenges faced by women at the entry level of the sport, limited access to appropriate playing equipment.
As part of the collaboration, Playboards have been installed at public locations to encourage participation and help normalise women playing cricket in open and shared spaces. The initiative aligns with PCB’s ongoing efforts to strengthen the women’s cricket ecosystem by supporting participation pathways at the grassroots level.
Rafia Haider, Head of PCB Women’s Cricket, said, access remains a critical foundation for the growth of women’s cricket in the country. “She said that initiatives such as Playboards help create confidence among young players by providing them with the right tools to play, train and progress. She added that increasing visibility and accessibility for the community plays an important role in expanding the talent pool for the future.
Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan said the initiative reflects Pepsi’s commitment to inclusion through cricket. She said that ‘Ab Hai Tumhari Bari’ is about enabling young women to step onto the field today by removing basic access barriers and supporting participation at the foundational level.
PCB continues to work with partners to promote equal opportunities and expand participation across all levels of the game. Initiatives focused on access, visibility and support remains central to the board’s long-term strategy for the growth of women’s cricket in Pakistan.
Copyright Business Recorder, 2025
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