LAHORE: The Pakistan Cricket Board (PCB) has announced the completion of a successful bidding process of HBL- Pakistan Super League (HBL-PSL) Brand Partnership rights for a four-year cycle (2026-2029), starting from HBL-PSL-11.
The Brand Partnership includes six category rights along with one umpire branding right.
Prior to the opening of the financial bid, the PCB had announced the reserve price for the rights in line with its transparent and robust bidding process. Trans Group FZE exceeded the reserve price, securing the Brand Partnership rights.
The record deal reflects a 1,226 per cent increase in brand partnership value compared to the inaugural edition of the HBL PSL which commenced in 2016.
Salman Naseer, CEO PSL said, “We are extremely pleased with the outcome of the Brand Partnership rights sale, which have grown remarkably by 1,226 per cent since the start of the league. This growth is a strong validation of the HBL- PSL brand, its competitive quality and its increasing appeal to cricket fans around the world. We are grateful to Trans Group for stepping up in the New Era, shattering past records and standing firmly by the HBL PSL for a decade. We all are eagerly awaiting commencement of the next edition to begin across the country with eight teams participating in the league for the first time across two new venues.”
Rao Omar Hashim, Group Director Trans Group FZE said, “TransGroup FZE is proud to stand shoulder to shoulder with the Pakistan Cricket Board as we enter a New Era of the HBL Pakistan Super League through the Category Sponsorship rights for 2026–2029. From the very inception of the HBL PSL, TransGroup FZE has believed in the league’s vision to transform Pakistan’s cricketing and commercial landscape and this milestone reflects our continued commitment to its long-term success. The HBL PSL has grown into a globally respected property, driven by passionate fans, world-class players and a forward-looking strategy from the PCB. Trans Group FZE remains aligned with the PCB’s ambitions to strengthen Pakistan cricket through innovation, stability, global collaboration and we look forward to contributing meaningfully to the continued growth of the HBL PSL in the years ahead.”
Copyright Business Recorder, 2026
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