The NPL Moment: Why Nepal Wins When It Opens Up

The cricket stadium erupting with a cacophony of sounds, the mascots’ animated movements, and the backdrop of winter clouds glowing under the setting sun became enduring memories for many Nepalis, whether they experienced it from the stands or through their television or mobile devices. In a country where negativity, rumors, and doomsday prophecies often dominate public discourse, Nepal Premier League (NPL), the homegrown franchise Twenty20 cricket league, offered a rare breath of fresh air. It united Nepalis, encouraged people to learn and appreciate the sport, and celebrated sportsmanship beyond the outcome of victory or defeat. In that sense, regardless of the final scoreline, Nepal emerged as the true winner of this edition of the NPL.

In Unleashing Nepal I wrote about how sports could promote Brand Nepal and put the country on the global map. When a football match between India and Nepal in September 2013 brought in NPR 5 million in gate revenues, we thought the era of transformation had begun. However, sports bodies, constantly marred by corruption and political interference, allowed this potential to be squandered. This time, with the NPL, everything fell into place, creating one of Nepal’s most spectacular sporting events in recent history. Here are a few lessons we can draw from the league’s success and apply to different parts of our lives.

First, it was a remarkable coordination among various governmental and non-governmental bodies. Security was excellent, parking was well-managed, and trash was efficiently handled. Pictures of groups cleaning up trash after the event sent a powerful message, addressing a long-standing challenge in Nepal witnessed in many religious events, social events, or sports gatherings. Like producing good music, a successful event requires many people to play their parts, and this was perfectly orchestrated. Thousands of people, some visible on camera, others working behind the scenes, came together to make this edition a huge success. As my friend Anil Chitrakar says, Nepal is a country of individual brilliance and collective failure. Perhaps this time, we witnessed a rare collective brilliance that may herald a new era of coordinated successes.

Second, the private sector worldwide has long played a key role in promoting sports, which benefits everyone. Fans get to enjoy spectacular performances on the field and on screens, while brands gain exposure to a wide audience. For the Panchayat and post-Panchayat socialist governments of Nepal, which believed sports could be promoted solely through governmental bodies by appointing relatives and party workers, this is a wake-up call. The more sports is driven by the private sector rather than politicians, the greater the benefits for everyone. We also witnessed outstanding creativity from advertising agencies, world-class coverage and broadcasts, and, of course, sponsorships. At the same time, the event generated substantial business for the private sector, from food stalls and transportation services to ride-hailing companies and media companies.

Third, we produced a global event and avoided bickering over language or who was in the commentary box. I was chatting with a die-hard activist who constantly rants on social media that vehicle license plates should be in Nepali and not English, but he was completely fine watching the proceedings with English commentary. The commentators were excellent, and people realized that skilled international commentators can be a powerful tool to promote Nepal. Hopefully, those in the nationalist tourism industry, who oppose international tourist guides and world-class travel experts promoting Nepal, will recognize the value of international professionals.

Fourth, Nepal made a mark in the world not only for a great cricket tournament but also for the high quality of its execution, amid the country’s stunning natural setting. A colleague shared that he met travelers on a flight from Dhaka to Kathmandu who were coming to watch the NPL matches. Sports tourism like this can be an excellent way to attract not only global talent but also a lot of tourists. Perhaps the next step could be imagining similar tournaments in picturesque settings across Nepal.

Finally, this success should prompt us to open our minds to foreign investment, foreign technology, and international standards of quality. We were comfortable embracing foreign players, international commentators, overseas stadium designers, foreign broadcasters, and many other non-Nepali elements, and the results speak for themselves. Imagine if we applied the same openness to projects such as Kathmandu’s airport expansion or the roads and bridges we continue to build. What if global companies could operate in Nepal without the mandatory requirement to partner with local firms, often benefiting a small circle of politically connected individuals? Just as we allowed international broadcasters to do their job, Nepal should welcome world-class accounting, legal, engineering, and other professional firms. For me personally, this is a wake-up call for nationalist businesses and cartels that have long profited from keeping Nepal closed. Hopefully, future governments will take this lesson seriously and push reforms that enable many global successes to take root in Nepal.

We can host world-class concerts and art events by changing the mindset on making payments to individuals and firms outside Nepal. We can attract top producers to shoot films in Nepal by allowing foreign producers to operate freely, hire global talent, and make payments across borders. Just as the government benefited significantly from NPL through taxes on gate receipts, advertising expenditures, and player payments, we must recognize that greater participation in world-class economic activities ultimately generates more revenue for the state.