LAHORE – The Pakistan Cricket Board (PCB) has confirmed the completion of the Pakistan Super League (PSL) Brand Partnership rights bidding process for the 2026–2029 cycle, with the agreement set to begin from PSL 11.
The brand partnership package includes six category rights along with one umpire branding right.
According to the PCB, the process followed a transparent and structured bidding framework, with the reserve price disclosed publicly before opening financial bids. Trans Group FZE successfully surpassed the benchmark and secured the partnership.
Record-Breaking Deal
The PCB described the deal as a record for the league, noting that the brand partnership value has surged by 1,226% compared to the inaugural PSL season held in 2016.
Rao Omar Hashim, Group Director at Trans Group FZE, expressed enthusiasm over the continued partnership, saying the company has supported the PSL’s commercial vision since the league’s inception.
“We see PSL as a globally recognized cricket brand and look forward to contributing to its growth alongside the PCB,” he added.
PSL CEO Comments
Salman Naseer, chief executive officer of the PSL, welcomed the outcome, highlighting that the increase in brand partnership value reflects the league’s rising reputation, competitive standard, and growing international appeal.
He also called the upcoming season the beginning of a “new era”, noting that PSL 11 is expected to feature eight teams for the first time, with matches scheduled across Pakistan and two new venues added to the tournament’s footprint.
The new partnership cycle is expected to further enhance the commercial growth and global visibility of the PSL, solidifying its status as one of the premier T20 leagues in the world.
