Pepsi has joined the HBL Pakistan Super League as the Official Beverage and Entertainment partner for the next three seasons. The Pakistan Cricket Board announced the partnership on Monday following a signing ceremony at Gaddafi Stadium in Lahore.
PSL CEO Salman Naseer and PepsiCo Senior Marketing Director Hakima Mirza attended the event. The deal covers the 11th, 12th, and 13th editions of the tournament, starting with HBL PSL 11, which runs from March 26 to May 3 across six Pakistani cities.
What Makes This Pepsi PSL Deal Different
The PCB separated the Beverage and Entertainment rights from the traditional in-stadium brand partnership portfolio for the first time. The board sold these rights as a standalone entity for the upcoming three seasons.
PepsiCo won the deal through a competitive tender process that included technical qualification checks for all bidders. This move highlights the growing commercial value of the PSL brand in Pakistan’s sporting landscape.
As the entertainment partner, Pepsi will also collaborate with the league on the official anthem for season 11. The brand has a long history with cricket in Pakistan, and this deal reunites two of the country’s most recognizable cultural forces.
HBL PSL 11 Key Details
| Detail | Information |
|---|---|
| Tournament Dates | March 26 to May 3, 2026 |
| Host Cities | Lahore, Karachi, Faisalabad, Rawalpindi, Multan, Peshawar |
| Opening Game Venue | Gaddafi Stadium, Lahore |
PSL CEO Salman Naseer expressed confidence in the partnership, calling Pepsi and cricket synonymous in Pakistan. He thanked PepsiCo for its trust in the league across three seasons.
Hakima Mirza called it a matter of great pride for PepsiCo and praised the expansion of the PSL into what she described as an exciting new era for the league.
The deal strengthens the PSL’s commercial portfolio ahead of a season that features matches across six major cities for the first time.
