The Pakistan Cricket Board (PCB) has announced a new sponsorship policy for the upcoming 11th season of the Pakistan Super League (PSL), aimed at protecting the league’s image and aligning it with cultural and religious values.
Under the updated framework, future franchise agreements will ban promotion of betting, gambling, alcohol, tobacco, and other prohibited products. This move is meant to stop indirect marketing strategies that slipped through in past seasons and keep the PSL clean and ethical.
In recent editions, some teams faced criticism for surrogate advertising, where betting companies altered their names slightly to sidestep rules and still promote gambling brands during PSL matches. That controversy sparked protests, including one by Multan Sultans captain Mohammad Rizwan, who famously covered a controversial sponsor’s logo on his jersey during a game. Following government pressure and public concern, such advertising was banned, but now the PCB is reinforcing that ban in writing in all new franchise contracts.
Under the new rules, PSL teams must avoid ads that violate government policy or cultural and religious sensitivities. This includes knocking out sponsorship deals that could be seen as endorsing activities considered un-Islamic, such as gambling or alcohol products. Officials say the aim is to protect the league’s reputation and keep it in step with national expectations.
The PCB has also introduced updated financial regulations for franchises. Teams must pay 75 percent of their fees at least 60 days before the first match of the tournament, and the remaining 25 percent by one day before play begins. This is meant to ensure financial stability and smooth operations throughout the season.
The PSL continues to grow as one of the most-watched domestic T20 leagues in the world, and these changes show the PCB’s effort to balance commercial success with ethical standards.
