LAHORE: The Pakistan Super League is all set to grow bigger and better as the league approaches the sale of its next rights cycle.

The PSL franchise representatives and PCB officials met at the National Cricket Academy earlier on Sunday in order to review independent valuations of various commercial rights. Representatives of Lagardere Sports, world-renowned sports consultants, presented the valuations.

“The Pakistan Super League is a phenomenal success story,” said Maqbul Dudhia, the Middle East regional vice-president of Lagardere Sports. “As a sports property, the PSL will be of great interest to the market. Commercial partners look for valuable exposure in sponsorships and, for Pakistani brands I don’t think there is anything as valuable as exposure garnered from PSL.”

Frank Saez, managing director of SMG Insight, who is Lagardere’s research partners for the PSL valuation project, shared his data-driven insight on PSL.

“This valuation exercise is the culmination of extensive interviews with all stakeholders of the PSL,” said Saez. “Given Pakistan’s commercial landscape and the fact that more matches are coming back to Pakistan, the PSL will only grow as a brand.”

Current PSL champions Islamabad United’s owner Ali Naqvi speaking on behalf of the franchises, termed the deal as exciting phase, while saying the franchises are looking forward to the new partnership.

“It is heartening to see that market research shows great confidence in Pakistan Super League as a product,” Ali remarked. “This is an exciting phase for PSL as a league and we will work in partnership with PCB to ensure that we continue to grow collectively.”

Published in Dawn, September 17th, 2018

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