How Pepsi and PCB are opening new pathways for girls in cricket
Repurposed advertising spaces offer free, fit-for-purpose cricket gear
DUBAI – Interest in women’s cricket has been steadily growing across South Asia and the Gulf, with more girls aspiring to play the sport at school and community level. Much of this participation, however, remains informal, largely because access to proper cricket equipment continues to be limited. Essential items such as bats, balls, stumps, helmets, pads and gloves are often unavailable, creating a gap between enthusiasm and opportunity.
In Pakistan, the early journey of many female cricketers begins with borrowed equipment from male relatives. Designed primarily for men, the gear is often heavier and poorly suited to girls, making it difficult to handle and uncomfortable to use. This mismatch frequently affects confidence, leading to hesitation during play and limiting performance at a formative stage.
In the UAE, a rise in female participation has been linked to educational institutions introducing evening cricket programmes at shared community grounds. While these initiatives have encouraged more girls to take part, access to suitable equipment has remained a persistent obstacle, restricting sustained engagement and skill development.
To address this gap, Pepsi, in collaboration with the Pakistan Cricket Board, launched its flagship campaign Ab Hai Tumhari Bari (It’s Your Turn Now). At the heart of the initiative is the transformation of traditional billboards into Pepsi Playboards, stocked with cricket kits specifically designed for girls.
Piloted in Pakistan, the Playboards have been installed at schools and cricket grounds, allowing girls to freely access the equipment they need. The kits are available at no cost, require no pre-registration and can be returned after use so others can benefit. The approach is intended to remove logistical and financial barriers that often prevent girls from taking their first steps into organised sport.
Playboards concept
By repurposing advertising spaces into functional sporting resources, the campaign has introduced a new model for grassroots sports development. The Playboards concept has contributed to increased participation while fostering a sense of community ownership and inclusivity around the game. The initiative demonstrates how access-focused solutions can reshape perceptions of sports campaigns and their social impact.
Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan, said the aim was to make cricket instantly playable. “Cricket is part of everyday life here, but access has not always kept pace with interest. This initiative is about helping young women play now, not at some later stage,” she said.
PCB partnership
Alongside the Playboards, the programme also includes the distribution of custom cricket kits to emerging women’s teams, supporting structured training and development from entry level onwards. The initiative has been rolled out in collaboration with the Pakistan Cricket Board, aligning grassroots access with formal pathways into the sport.
Rafia Haider, Head of Women’s Cricket at the PCB, highlighted the importance of fit-for-purpose equipment. “When the equipment fits, girls train longer and play with more confidence. Access is where development really starts,” she noted.
As discussions around women’s participation in sport continue across the region, including in the UAE, initiatives centred on practical access underline how many cricket journeys begin on shared grounds, with the right tools readily available.