The move highlights a growing trend among sports organisations to adopt advanced analytics tools
Pakistan Super League franchise Peshawar Zalmi has partnered with Repu Media Intelligence to harness artificial intelligence-driven insights for real-time decision-making during the upcoming season.
The collaboration, announced ahead of PSL Season 11, will see Repu act as Zalmi’s official media intelligence partner, providing analysis of fan sentiment and media narratives across traditional, digital and social platforms both in Pakistan and globally.
Repu will deploy its Acumen Media Intelligence platform to track and interpret conversations surrounding the franchise, enabling Zalmi to respond quickly to emerging trends and better engage with supporters.
The move highlights a growing trend among sports organisations to adopt advanced analytics tools to enhance fan engagement and strategic planning.
Zalmi chairman Javed Afridi said the partnership reflected the franchise’s commitment to innovation and staying connected with its fan base.
“At Zalmi, our fans are our greatest strength. By leveraging AI-powered insights, we aim to ensure that fan conversations continue to shape our journey on and off the field,” Afridi said.
Managing Director of Repu, Aun Dara Khan, said the initiative would allow the franchise to monitor conversations happening across multiple platforms in real time.
“Sports communities today extend far beyond stadiums. Through this partnership, we are enabling Zalmi to listen to those conversations as they happen and remain closely connected to the voice of their fans,” he said.
Repu Media Intelligence, which provides AI-powered media and narrative analysis services, said the partnership aims to support organisations in managing reputation, tracking risks and understanding public discourse through real-time insights.
Peshawar Zalmi, one of the most commercially successful franchises in the PSL, has also been active in social initiatives through the Zalmi Foundation, focusing on youth development, education and health.
