Pepsi and PCB ink landmark 3-year deal for HBL PSL Seasons 11, 12, and 13
By Nawaz Gohar ; Pakistan Cricket Board (PCB) has officially announced that Pepsi has joined the HBL Pakistan Super League (PSL) as the Official Beverage and Entertainment Partner. This strategic partnership spans the next three seasons, covering the 11th, 12th, and 13th editions of the tournament.
As Pepsi remains Pakistan’s most beloved beverage, this collaboration with the country’s premier sporting extravaganza aims to revolutionize the fan experience. The three-year agreement was finalized during a prestigious signing ceremony at the Gaddafi Stadium, attended by PSL CEO Salman Naseer and PepsiCo Senior Marketing Director Hakima Mirza.
Reflecting the exponential commercial growth of the HBL PSL, the league has, for the first time, separated Beverage and Entertainment rights from the traditional in-stadium branding portfolio. Sold as a standalone entity, these rights saw PepsiCo emerge as the successful bidder following a rigorous and transparent technical evaluation process.
The partnership goes beyond refreshments. As the official Entertainment Partner, Pepsi will collaborate closely with the HBL PSL on the Official Anthem for Season 11, ensuring the league’s cultural footprint remains as vibrant as the action on the field.
HBL PSL Chief Executive Officer, Salman Naseer, remarked: “We are thrilled to welcome Pepsi into the ‘New Era’ of the HBL PSL. Pepsi and cricket have been synonymous in Pakistan for decades. This association will not only quench the fans’ thirst with a world-class beverage but also push the boundaries of sports entertainment. We thank PepsiCo for their unwavering confidence in our brand.”
Senior Marketing Director PepsiCo, Hakima Mirza, added: “It is a matter of immense pride for PepsiCo to partner with the HBL PSL. Our historic ties to Pakistani cricket position us perfectly to lead the beverage and entertainment fronts for one of the world’s elite T20 leagues. As the HBL PSL enters this exciting new phase, we are honored to contribute to its growth and set new benchmarks for fan engagement.”
