Betting Companies and Sponsorship in Pakistan Cricket
Sponsorships shape modern cricket. From kit deals to tournament partners, brands fund the game and gain visibility. Globally, betting companies have become major players in sports sponsorship. Yet in Pakistan, the story is different. Betting is illegal, and its association with cricket has sparked controversy. The Pakistan Super League (PSL) and the Pakistan Cricket Board (PCB) faced repeated challenges when betting-linked firms attempted to enter through surrogate branding. Strong backlash from fans, players, and courts has since reshaped policy. Today, Pakistan cricket stands clear of betting sponsors.
Rise of betting companies in cricket
International cricket boards embraced betting firms in recent years. England and Australia allowed gambling ads on team kits and stadium banners. The West Indies even partnered with Dafabet for Test series. Betting companies see cricket as a massive market, with millions of fans worldwide. They invest heavily, offering sponsorship money few other sectors can match. For boards struggling with finances, such deals appear tempting.
Entry of betting sponsors in PSL
The Pakistan Super League was no exception. Around 2019–2021, several franchises displayed logos of companies like Wolf777 News, Dafa News, 1XBAT, and FairPlay. These were not direct betting apps but surrogate brands disguised as sports portals or news websites. Their true purpose was to promote gambling platforms. Fans quickly identified the connection, raising questions about how such sponsors were approved despite strict laws in Pakistan.
Player resistance made headlines
Within that backdrop, players came under direct pressure to represent sponsors. Babar Azam reportedly declined an annual deal worth Rs 250 million from a betting-associated brand. Mohammad Rizwan also turned down an Rs 100 million deal . Rizwan even covered the logo of “Wolf777 News” on his PSL jersey during a match to honour his principles . Their refusal wasn’t just personal. It pushed focus toward the ethical risks these sponsorships posed. Both players were backed by ethical advisors and their own agencies in making these decisions .
Courts and government intervention
Public concern soon turned into legal action. The Peshawar High Court took notice of surrogate betting promotions. The court directed PCB and PSL organizers to remove such sponsorships. Later, the Ministry of Information and Broadcasting also banned betting-related advertising in sports broadcasts. These rulings forced the PSL to drop gambling-linked partners midseason in some cases. It was a clear message: betting sponsors had no place in Pakistan cricket.
PCB’s official stance
The PCB has since confirmed that it will not allow betting companies or their surrogates as sponsors. Instead, it promotes family-friendly, socially acceptable brands. Kit sponsors today include HBL, Pepsi, Jubilee Life, KFC, Jazz, and other mainstream businesses. This ensures cricket remains in line with national values.
Financial trade-off
Rejecting betting companies was not without cost. Gambling firms often pay premium rates for sponsorship rights. By refusing them, the PSL and PCB lost a potential stream of revenue. Franchises also faced short-term funding challenges. However, the long-term benefit was greater trust from fans, respect for cultural norms, and a cleaner brand image for Pakistan cricket.
Fan reactions and public trust
Fans largely supported the ban on betting sponsors. Cricket enjoys massive popularity in Pakistan, cutting across all sections of society. For many, gambling links threatened the sport’s purity. The stance taken by Rizwan and other players deepened fans’ trust. Their choices showed that values matter more than money. Today, spectators appreciate seeing brands on PSL kits that align with daily life rather than shadowy gambling apps.
Global contrast
Pakistan’s position is unique compared to other boards. While ICC itself lifted restrictions on betting sponsorships, Pakistan remains firm. Countries like India have also seen betting surrogates enter IPL team kits, although regulations there are still evolving. In contrast, Pakistan enforces a blanket ban. This creates a clash between financial opportunity and ethical responsibility. PCB consistently chooses the latter.
Sponsorship landscape in 2025
As of 2025, PSL sponsorship looks healthier without betting money. Long-term partners like HBL and Pepsi continue to invest. Telecom companies such as Jazz, food chains like KFC, and insurance firms like Jubilee Life play major roles. Franchises have also shifted toward local businesses. The result is a more sustainable and culturally acceptable sponsorship ecosystem.
Ethical stance matters more
Cricket in Pakistan carries symbolic weight beyond sport. It unites the nation and serves as a cultural expression. Allowing betting companies would compromise that role. PCB’s refusal shows that cricket’s integrity is as important as financial stability. In a country where gambling is prohibited, standing firm on this issue also safeguards the board’s reputation.
Lessons for other boards
Pakistan’s decision highlights a path for other cricket boards balancing money with morals. While many chase betting dollars, Pakistan shows another model: building partnerships with mainstream industries. Though it may take longer to maximize revenue, the rewards are lasting respect and stronger ties with fans. The clean approach also shields young audiences from indirect gambling exposure.
Conclusion
Betting companies remain a dominant force in global sports sponsorship. Yet Pakistan cricket has drawn a firm line. By banning betting-linked sponsors, the PCB and PSL defended cultural values, respected fan sentiment, and protected the game’s integrity. Players like Mohammad Rizwan and Babar Azam added weight by rejecting personal gambling endorsements. The financial cost was real, but the moral gain was greater. In the end, Pakistan’s stand proves that cricket is more than money—it is about identity, trust, and tradition. The fight against betting sponsors may not have been easy, but it has strengthened the bond between cricket and its people in Pakistan.
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