Case Studies > Sport

Sultan: A Memoir

Wasim Akram

International publisher Hardie Grant entrusted us to look after this special book to make sure it received maximum attention on publication. Wasim Akram is a global sporting legend, and the brief gave us an opportunity to leverage our sports media contacts and give them a story to get excited about. From juggling exclusives, serialisation in national newspapers and time zones, Sultan got the media attention it deserved, hit the bestseller list we are really proud of this campaign.

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Sultan: A Memoir of Wasim Akram
by Wasim Akram

Sultan tells the story of cricket’s greatest left-arm bowler, and one of its greatest survivors, who was chosen from the streets of Lahore and groomed by Imran Khan to become champion of the world – man of the match in the final of the 1992 World Cup. Along the way were unforgettable rivalries with the greatest of his time, from Viv Richards and Ian Botham to Sachin Tendulkar and Shane Warne. Wasim Akram tells his story against a backdrop of conspiracy and intrigue over ball tampering and match-fixing, about which Wasim finally sets the story straight.

Wasim also talks frankly about the crumbling and rebuilding of his private life, marred by the tragedy of his first wife’s death and the torment of addiction. The result is an unprecedented insight into the life of a cricketer who revolutionised the game with his speed and swing, and a patriot buoyed and burdened by the expectation of one of the game’s most fanatical publics.

Campaign Highlights


  • The Times
  • The Sunday Times
  • The Guardian
  • BBC Sport
  • The Sunday Telegraph
  • Mail on Sunday
  • Mail Online
  • The Mirror
  • BBC 5 Live
  • The Cricketer
  • The Sports Review
  • BBC Stumped & Following on Cricket Podcasts

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