LAHORE: Pepsi has joined the HBL-Pakistan Super League as the Official Beverage and Entertainment partner for 11th, 12th and 13th editions of the tournament, the Pakistan Cricket Board announced.
As Pepsi continues to be the most loved beverage of Pakistan, its partnership with one of the top T20 leagues and country’s biggest sporting extravaganza will diversify the fan’s experience at the venues. The three-year deal was inked during a ceremony held at the Gaddafi Stadium, Lahore, which was attended by CEO PSL Salman Naseer and Senior Marketing Director PepsiCo, Hakima Mirza.
In a testament to the HBL PSL’s commercial growth, the Beverage and Entertainment rights have been separated from the traditional In-Stadia brand partnership portfolio and sold as standalone entity for the upcoming three seasons. As part of the tender process, PepsiCo emerged as the winning bidder following a thorough process, which also included determination of the technical qualification of the bidders. As Entertainment partner, Pepsi will also collaborate with the HBL-PSL for the official anthem of season 11.
HBL-PSL Chief Executive Officer, Salman Naseer said, “We are delighted to have Pepsi on board for the new era of the HBL-PSL as our official Beverage and Entertainment partner. Pepsi and cricket have been synonymous in Pakistan for a long time and now this association will again unite to not only quench the thirst of our fans for one of the best drinks but also advance on the entertainment front.”
Naseer said, “The PCB is thankful to PepsiCo for their trust and confidence in the HBL PSL for the upcoming three seasons. I’m sure this partnership will pay unprecedented dividends to the both parties involved and to our valued fans.”
Senior Marketing Director PepsiCo, Hakima Mirza said, “It is a matter of great pride for PepsiCo to be partnering with the HBL-PSL. Our historic association with Cricket in Pakistan puts us in great stead to lead on the official Beverage and Entertainment front for one of the best T20 Leagues in the World. The expansion of the HBL-PSL and the dawn of the New Era for the league heralds an exciting time and we are honoured to be one of the key contributors to its growth for the next three years. I hope the fans will also benefit a great deal from this partnership as we strive to set new standards for entertainment in the league.”
Copyright Business Recorder, 2026
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