The Pakistan Super League’s on-field momentum is increasingly being challenged by off-field scrutiny, with removed franchise owner Ali Khan Tareen raising fresh concerns about the league’s underlying commercial stability.
Outlining his views in a post on X, Tareen positioned himself as both an invested observer and a former stakeholder, pointing to a series of warning signs that, in his view, reflect deeper structural challenges within the PSL’s business model.
As a cricket fan I’m delighted that PSL is on!
But as a businessman and former owner I am slightly concerned.
The lack of jersey sponsors at the start of the season, with some teams signing deals after the tournament had already started, is a worrying sign.
Even the sudden…
— Ali Khan Tareen (@aliktareen) April 5, 2026
“As a cricket fan I’m delighted that PSL is on! But as a businessman and former owner I am slightly concerned. The lack of jersey sponsors at the start of the season, with some teams signing deals after the tournament had already started, is a worrying sign,” Tareen wrote in a post on X.
Early commercial signals raise red flags
Tareen’s remarks centre on what he sees as visible cracks in the league’s commercial ecosystem, particularly around sponsorship behaviour at the franchise level.
Several teams entering the season without confirmed jersey partners, followed by delayed deal closures, suggests a shift in how brands are engaging with the league. For a competition that has historically relied on team-level sponsorships as a key revenue stream, that change carries wider implications.
“Even the sudden drop in kit quality. (Mostly because major manufacturer Gym Armour has left the scene entirely, but that’s a whole other story). These aren’t isolated issues. Brands simply aren’t willing to pay big money to put a logo on a jersey anymore,” he added.
Together, these indicators point to a broader recalibration in commercial interest, where visibility on team assets may no longer deliver the same value proposition for sponsors.
Changing sponsor behaviour reshapes revenue dynamics
Beyond delayed deals, Tareen highlighted a more fundamental shift in where marketing budgets are being allocated, suggesting that franchises are losing ground in the sponsorship hierarchy.
“The ones that used to have stopped because the ROI just isn’t there. They either move to sponsoring the league itself instead of a team, or just shift the budget to TV ads. Our economy doesn’t have the size or heat to justify the franchise fees and revenue model most teams are signed up to right now,” he continued.
Financial obligations add to sustainability concerns
While sponsorship trends point to softening commercial demand, Tareen’s most pointed concern relates to unresolved financial obligations within the system.
“And factoring in PCB’s unpaid broadcast dues from PSL10 to franchise owners, including me, you have to ask how sustainable this model really is. And how long the new teams will be willing to lose billions upon billions,” he added.
The reference to unpaid dues introduces a more immediate pressure point, one that goes beyond long-term projections and into operational trust between stakeholders.
From owner to critic
Tareen previously owned the Multan Sultans franchise, his exit followed disagreements with the Pakistan Cricket Board, including a dispute that escalated into legal exchanges. It is unclear whether he was forced out or chose to leave. Also while he was reportedly bidding for the PSL’s recent expansion teams, he was not one of the winners of the auction processes.
