The brand partnership value of the HBL Pakistan Super League (HBL PSL) has seen a monumental increase of 1,226 per cent since its inaugural 2016 season, following the conclusion of a new rights agreement for the 2026-2029 cycle, the Pakistan Cricket Board (PCB) announced on Wednesday.
According to a PCB report today, Trans Group FZE secured the lucrative Brand Partnership rights for the upcoming four-year period, starting from HBL PSL 11, after surpassing the reserve price in what the PCB described as a transparent and robust bidding process.
The comprehensive agreement encompasses six distinct category rights in addition to branding on umpire apparel.
In a statement, Rao Omar Hashim, Group Director of Trans Group FZE, expressed pride in the continued association, noting the company has believed in the league”s vision to transform Pakistan’s cricketing and commercial landscape from its inception.
“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,” Hashim stated, affirming the company”s alignment with the board”s ambitions for long-term success.
Reflecting on the outcome, HBL PSL CEO Salman Naseer conveyed the board’s satisfaction with the sale, describing the significant financial growth as a “strong validation of the HBL PSL brand, its competitive quality and its increasing appeal to cricket fans around the world.”
Naseer extended gratitude to Trans Group for their decade-long commitment and for “shattering past records.” He added that anticipation is high for the next edition, which is set to feature an expanded roster of eight teams competing across two new venues for the first time.