Pepsi and HBL PSL: A Winning Partnership Set to Electrify Cricket Fans

Lahore, Pakistan – In a move set to redefine the fan experience for one of the world’s most dynamic T20 leagues, Pepsi has officially joined the HBL Pakistan Super League (PSL) as its Official Beverage and Entertainment partner. This landmark three-year agreement, announced on March 16, 2026, will see the iconic beverage brand fuel the excitement for the 11th, 12th, and 13th editions of the tournament, promising an unprecedented blend of cricketing action and vibrant entertainment.

The partnership was formalized during a ceremony at Lahore’s Gaddafi Stadium, attended by key figures including PSL CEO Salman Naseer and PepsiCo’s Senior Marketing Director, Hakima Mirza. This collaboration marks a significant evolution in the HBL PSL’s commercial strategy, as the Beverage and Entertainment rights have been strategically unbundled from the traditional in-stadia brand partnership portfolio. This separation allows for a dedicated focus on these crucial fan engagement avenues, sold as a standalone entity for the upcoming seasons.

PepsiCo emerged as the winning bidder following a rigorous tender process that meticulously evaluated technical qualifications, underscoring the brand’s commitment and capability to deliver on this expansive role. As Pakistan’s most beloved beverage, Pepsi’s deep-rooted connection with the nation’s sporting passion makes this a natural and powerful alliance.

Beyond quenching the thirst of millions of fans, Pepsi’s role as the Official Entertainment partner promises to elevate the HBL PSL spectacle. A highlight of this expanded partnership will be Pepsi’s collaboration on the official anthem for Season 11, a tradition that has become synonymous with the league’s vibrant identity. This initiative is poised to further diversify and enrich the fan experience both at the venues and for viewers worldwide.

Speaking on the occasion, the sentiment from the HBL PSL leadership was clear: the league is thrilled to welcome Pepsi into this new era. The long-standing association between Pepsi and cricket in Pakistan is a testament to their shared legacy, and this renewed partnership is expected to not only satisfy fans’ thirst for a refreshing drink but also significantly advance the entertainment quotient of the tournament. The Pakistan Cricket Board expressed profound gratitude for PepsiCo’s trust and confidence in the HBL PSL’s future, anticipating unprecedented dividends for both parties and, most importantly, for the passionate fanbase.

PepsiCo echoed this enthusiasm, expressing immense pride in partnering with the HBL PSL. Their historic association with cricket in Pakistan positions them perfectly to lead the charge as the official beverage and entertainment provider, promising to deliver memorable experiences that resonate deeply with the nation’s cricketing spirit.

This strategic alliance between Pepsi and the HBL PSL is more than just a sponsorship; it’s a commitment to enhancing the entire tournament ecosystem, promising a future where every boundary, every wicket, and every fan cheer is accompanied by an unparalleled blend of sporting excellence and exhilarating entertainment.