Manchester United set to exploit commercial opportunities in Pakistan as cricket slum

United have added Zong, one of Pakistan's major mobile telephone companies, to their portfolio of "partners".

It is the first time they have joined forces with a Pakistan-based organisation, allowing them to offer greater access to their estimated 10 million fans in the region.

Rizwan Akhter, Zong's director of advertising and promotions, said: "Ten years ago, the football market was small, the game was dying.

"But over the past few years, things have changed. Every other person, especially in urban areas, is associated with one club or another.

"And the primary reason for the increase in the popularity of football is the demise and turmoil in cricket."

Akhter continued: "Most of the cricket fans are football followers as well. They are sport lovers.

"But now the interest is increasing because there is more opportunity to see these teams, and the major difference in Pakistan compared to most of Europe, is that matches are available free to air.

"Cricket goes in waves, it is either really up or down. Football viewership sustains throughout, and the graph is rising."

As they have done in many other countries, United will supply exclusive club content to mobile users.

Manchester United set to exploit commercial opportunities in Pakistan as cricket slump continues - Telegraph