Pakistan Super League (PSL) was launched by Pakistan Cricket Board in 2016 and since then it has become the second most-watched T20 league after Indian Premier League (IPL). This is an achievement in itself as PSL is the youngest among major T20 leagues. Initially, all the matches were held in Dubai due to security concerns by some players but in 2020, despite the pandemic, PSL moved to Pakistan which has increased its popularity manifolds. The 7th edition held last year was the most successful in terms of revenue and viewers. This has been made possible due to an increase in sponsorships and broadcasting rights.
HBL, being the main sponsor of the event, has retained the rights till 2025. The same goes for TransGroup International (TGI) which holds the brand partnership rights until 2025. The strategy by PCB of using the word “partner” instead of “sponsor” has worked wonders as now more and more companies would like to associate with PSL brands for example, Jubilee Insurance, TikTok, JayDot, KFC, Park View City, Dafa News, Daraz, Tapal, Kingdom Valley etc. With the new financial model in place, PSL management has also addressed the concern of low return on investment by franchises.
Catching the digital wave, digital streaming rights are also sold for broadcasting apart from TV broadcasting. Considering the viewership demographics, TV-based broadcasting might come to an end as most sports fans are under 35 years of age and prefer to watch through mobile apps. This is a win-win situation for partners who are more interested in how many people watched their logos. Last year, digital viewership exceeded 200 million views. Through the increased reach of the league via digital platforms, broadcast partnership opportunities have also been extended to as far as Australia and Europe. When viewership increases in these regions, foreign companies might get interested in investing considering the growth potential. Branding with Chinese social media giant, TikTok has also made PSL more entertaining. The hashtags further extend PSL’s reach as it reflects viewership in other countries of the world.
PSL has become a yearly event ‘’of the youth’’ and ‘’for the youth’’. While PSL promotes local young players playing alongside foreign experienced players, it is the passion of the young viewers which has made PSL brand what it is now. The PSL tournament spans over a month and a half but capitalizing on its strength, franchises like Lahore Qalandars and Peshawar Zalmi continue to hold activities throughout the year in Pakistan and abroad focusing on youth. Through PSL umbrella, the teams have been able to partner with clubs and teams around the world like Melbourne Stars, Yorkshire cricket club and the Titans etc.
The quality of cricket, team bonding and hospitality of Pakistanis has made PSL one of the most competitive leagues in the world in a short span of time. It also promotes values of harmony, unity, perseverance and equality. If holding the event last year was difficult due to the pandemic, the present situation of political/economic turmoil and the rising menace of terrorism makes it even more difficult this year. Still, the decision by PSL management to go ahead with a match at Nawab Akbar Bugti Stadium in Quetta is praiseworthy and is in accordance with the spirit of PSL. The management may also consider onboarding two more teams to ensure regional coverage which will make the league even more competitive.