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Two Pakistan Super League (PSL) franchises, Islamabad United and Peshawar Zalmi, have rejected multi-million-dollar sponsorship deals tied to gambling companies, choosing principle over profit.
The offers, according to the source, were far higher than bids from conventional brands. Still, both teams opted to safeguard their credibility and emphasize social responsibility. During internal PSL discussions, franchise representatives pressed the Pakistan Cricket Board (PCB) to steer the league toward a united rejection of gambling-linked sponsorships.
That push, however, never materialized into policy. A senior official explained that several franchises were ready to follow suit if the PCB had taken a firm position, but no collective action came. The board has stayed silent in recent weeks, though it has previously reminded stakeholders that all partnerships must remain within legal boundaries.
Peshawar Zalmi Chairman Javed Afridi made the franchise’s stance clear. “For Zalmi, the priority has never been easy money. We have chosen credible, socially responsible partners who add long-term value to our franchise,” he said. Marketing Director Ahad added that Zalmi has upheld a no-betting sponsorship policy since its very beginning.
Islamabad United has taken a similar path. Marketing Director Rehan Ul Haq confirmed the franchise has consistently turned down offers from betting and surrogate companies, even when the financial incentives were significant.
The refusal by both franchises highlights a growing recognition in Pakistan’s sports industry: ethical branding and socially responsible sponsorships matter just as much as financial returns. For PSL teams, the long game is about trust and reputation, not just revenue.
