Exploring fan expectations for Multan Sultans' franchise identity through fan-oriented social responsibility

Purpose This study explores how the Multan Sultans, a franchise in the Pakistan Super League (PSL), can cultivate long-term fan loyalty through Fan-Oriented Social Responsibility (FOSR) which extends beyond traditional corporate social responsibility by operating as a fan-driven rather than brand-driven framework. Design/methodology/approach Using a qualitative design, 31 fans were interviewed to understand their expectations and perceptions. To analyze participant perspectives, this study employs thematic analysis, a flexible method for identifying patterns and relationships within qualitative data. Findings Inductive thematic analysis revealed seven key themes across two categories: Structural Foundations (long-term engagement, talent development, advisory boards, and regional affiliation) and Fan Connection and Experience (match-season engagement, symbolic identity, and community involvement). The findings indicate that fans expect teams to engage beyond match days, represent local identity, and include fan voices in decision-making. Originality/value The research offers strategic insights for PSL teams aiming to transition from temporary franchises to regionally rooted institutions through meaningful, year-round fan engagement, while also contributing to communication and sport media scholarship by illustrating how participatory fan expectations shape team–community relationships.