How Social Media is Changing Traditional Sports
Fakhar-e-Alam
Peshawar: Shabir Ahmed, a renowned volleyball player from Khyber-Pakhtunkhwa, is deeply saddened by the decline in traditional sports activities in his hometown of Amankot, in the Nowshera district, which he attributes to the increasing use of the internet and social media.
Amankot, once a lively hub for volleyball matches that produced many star players, now lies desolate due to the growing dominance of the internet and social media, which have greatly influenced the area’s youth.
Shabir recalls a time when volleyball tournaments were major local events before 2000, drawing large crowds, especially among the youth of Peshawar, Charsadda, and Nowshera districts.
“It is heartbreaking to see the deserted volleyball and Kabaddi grounds where we used to play with great spirit and sports discipline,” he told APP. He fondly reminisced about the vibrant gatherings and the competitive spirit that once characterised the local sports scene.
Before the advent of the internet and social media in 2001, sports events in the villages and towns of Khyber-Pakhtunkhwa were highly anticipated. Volleyball and Kabaddi tournaments, along with other traditional games, drew enthusiastic support from locals, regardless of caste or creed.
Every Friday, players from the surrounding towns and villages of Nowshera, Charsadda, and Peshawar would gather for Kabaddi matches. The crowds would cheer and chant “Kabaddi, Kabaddi, Kabaddi” as the games unfolded, lifting the winners onto their shoulders amidst dances to the beat of drums.
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Shabir, who represented the Police at the National Games, highlighted Pakistan’s significant success in Kabaddi, noting the national team’s World Cup victory in 2020. He also praised Arshad Naeem’s heroic performance in the javelin throw at the Paris Olympics 2024, which filled every Pakistani with pride.
He believes that with proper support and recognition, Pakistan could produce more champions like Olympic gold medalist Arshad Naeem, squash legends Jahangir Khan and Jansher Khan, and Seoul 1988 Olympics silver medalist Hussain Shah, further elevating the national flag on the global stage.
However, he emphasised that the current focus on digital entertainment, particularly on Facebook and TikTok, is negatively impacting traditional sports, especially in rural areas where the scope for sports is gradually diminishing.
The rapid increase in internet use in Pakistan, which surpassed 111 million users earlier this year, has contributed significantly to the decline of traditional sports across the country, including in Khyber-Pakhtunkhwa. Social media platforms like Facebook, YouTube, Instagram, TikTok, and Snapchat have seen substantial user growth, further diverting attention away from physical activities.
As of January this year, internet users in Pakistan had surged to a record 111 million, while about 71.90 million people use social media, equating to 29.5 percent of the country’s total population. Additionally, approximately 188.9 million cellular connections are active in Pakistan, representing 77.8 percent of the 241 million population.
On Facebook alone, users have reached a record 44.50 million, with 71.70 million people using YouTube, 17.30 million on Instagram, 54.38 million on TikTok, and 30.21 million on Snapchat, all affecting traditional sports.
Squash legend Qamar Zaman has also noted the negative impact of the internet and social media on traditional sports, including squash. He observed a significant decline in the number of young players in his squash academy compared to previous years, attributing this to the adverse effects of the internet and social media.
He recalled Pakistan’s dominance in world squash, citing great players such as Roshan Khan, Azam Khan, Jahangir Khan, Jansher Khan, and Atlas Khan.
Political concerns have also emerged, with Ikhtair Wali Khan, Pakistan Muslim League-N KP Information Secretary and former member of the provincial assembly, criticising the PTI-led government for its prolonged delays in upgrading and renovating the historic Arbab Niaz Cricket Stadium.
The stadium’s renovation, which began in 2017, remains incomplete to this day, depriving thousands of players of vital sports facilities in Khyber Pakhtunkhwa, especially in Peshawar.
Ikhtair Wali Khan also highlighted the cancellation of seven sports projects worth over Rs2.34 billion in the KP budget for 2024, arguing that this undermines sports development in Khyber Pakhtunkhwa.
He described this decision as irrational, raising serious doubts about the PTI’s commitment to sports development and athlete support. The cancelled projects include the construction of two sports stadiums in Peshawar and Swabi, the establishment of a cricket coaching academy in Kohat, and the construction of Takht Bhai Sports Complex in Mardan, all of which, he claimed, deprive the youth of sports opportunities.
The affected initiatives include renovations in the Kohat Sports Complex and Swabi Sports Ground, installing new lighting, and developing sports facilities in Lower Dir and a Motor Sports Arena in Nowshera.
In response to these challenges, Fakhar Jehan, Adviser to the Chief Minister of Khyber Pakhtunkhwa on Sports and Youth Affairs, stated that strong efforts are underway to revitalise traditional sports in the province.
He mentioned that a new sports policy had been launched, mandating that schools dedicate one day a week, particularly Saturday, to sports activities.
He claimed that 95 percent of the work on Arbab Niaz Cricket Stadium has been completed and that sports facilities at Ayub Cricket Stadium have been improved. The CM aide reiterated the government’s commitment to promoting sports and healthy activities in the region, emphasising their importance in building a healthy society.
