The Pakistan Cricket Board (PCB) has announced strict measures to maintain a clean and ethical image for the Pakistan Super League (PSL) season 11. The new framework aims to protect Pakistan’s cultural and religious values while promoting responsible cricket sponsorship.
Under the updated guidelines, future franchise agreements will clearly prohibit the promotion of betting, gambling, alcohol, tobacco, or any banned products. This decision targets surrogate advertising practices seen in previous PSL seasons, where betting companies promoted themselves by making minor changes to their names.
Companies like 1xBat, MelBat, Dafa News, and 111 Wolf News were identified as surrogate firms connected to international betting organizations and casinos. These companies were sponsoring PSL franchises while their parent companies operated gambling platforms.
The move follows past protests, including a notable incident when Multan Sultans captain Mohammad Rizwan covered a controversial sponsor’s logo on his shirt with tape during a PSL match. This action highlighted player discomfort with such sponsorships and drew court attention.
In September 2024, the Peshawar High Court ordered the PCB to ban betting company sponsorships after a petition challenged agreements with proxy companies. The court expressed concern over these firms promoting gambling to Pakistani youth.
Franchises must also avoid advertisements violating government rules or cultural and religious sensitivities. Financial regulations have been updated, requiring 75% of fees to be paid 60 days before the first match, with the remaining 25% due one day prior.
This decision reflects Pakistan’s commitment to Islamic values and responsible sports marketing in PSL 11.
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