PCB Announces Record PSL Sponsorship Deal Ahead of PSL 11

The Pakistan Cricket Board (PCB) has announced it has completed the bidding for Pakistan Super League (PSL) Brand Partnership rights for a four-year cycle (2026–2029), with the deal set to take effect from PSL 11.

According to the PCB, the Brand Partnership package covers six category rights along with one umpire branding right.

Before opening the financial bids, the PCB said it had already disclosed the reserve price as part of what it described as a transparent and structured bidding process. The board confirmed that Trans Group FZE surpassed that benchmark and secured the Brand Partnership rights.

The PCB described the agreement as a record for the league, stating the brand partnership value has risen by 1,226% compared to the inaugural PSL edition held in 2016.

Rao Omar Hashim, Group Director at Trans Group FZE, said the company is pleased to deepen its association with the league for the 2026–2029 cycle, adding that it has backed the PSL’s commercial vision since the beginning. He said the company sees the PSL as a globally recognized product and wants to contribute to its continued growth alongside the PCB.

Meanwhile, Salman Naseer, Chief Executive Officer of the PSL, welcomed the outcome and said the jump in brand partnership value reflects the league’s strengthening reputation, competitive quality, and growing international appeal.

He also pointed to the upcoming edition as the start of a “new era,” noting that the next season is expected to feature eight teams for the first time, with matches scheduled to be played across the country and two new venues also set to be part of the tournament’s footprint.

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