Multan Sultans
Multan Sultans is a privately held professional cricket franchise competing in the Pakistan Super League (PSL) on behalf of Multan and South Punjab, generating revenue from central broadcasting rights, commercial sponsorships, merchandise, and matchday sales.
- Company typePrivate
- Founded2016
- HeadquartersGulberg, Pakistan
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Multan Sultans does
Multan Sultans is a professional franchise cricket team competing in the Pakistan Super League (PSL), representing the city of Multan and the South Punjab region. The franchise was established in 2016 as one of the founding PSL teams and won the PSL championship in 2021. It generates revenue through a mix of broadcasting and media rights distributed centrally by the Pakistan Cricket Board, commercial sponsorships (with Fatima Fertilizer as long-running title sponsor alongside Engro Corporation, Moiz Steel, Nayyer Industries, Jazz, Dunya Media Group, LAAM, and Toyo Nasic), merchandise sales (sold globally via a long-term e-commerce partnership with LAAM and through the official website), and matchday ticket sales during PSL home fixtures. Distribution and fan engagement span PSL broadcasts reaching Pakistan, the UK, India, the UAE, the USA, and other regions, plus an owned social stack (Facebook, Instagram, TikTok, X, YouTube), an exclusive Dunya Media Group behind-the-scenes docuseries, and an official website at multansultans.com.
The franchise underwent significant ownership change in late 2025–early 2026. Original owner Ali Tareen departed following a dispute with the PCB. In February 2026, Walee Technologies acquired the original Multan Sultans franchise for a record $8.8 million annual fee and announced plans to relocate and rebrand it as Rawalpindi. Concurrently, CD Ventures acquired the Sialkot Stallionz franchise slot and rebranded it as Multan Sultans, restoring the brand under CEO Gohar Shah. Under the new ownership, the franchise has executed a comprehensive rebuild: a full corporate leadership team (CEO Gohar Shah, COO Ishaq Khan, CFO Syed Anees Ali, CMO Taha Jawaid, Chief Advisor Nausherwan Effandi), a Director of Cricket in former Pakistan international Yasir Arafat, Australian international Ashton Turner as captain, former Australian captain Tim Paine (departed post-PSL 2026) as head coach, and an aggressive player trading strategy headlined by the record PKR 14 crore signing of Steve Smith.
Operationally, Multan Sultans is a small franchise entity (11–50 employees) with a seasonal operating window tied to the PSL tournament. The franchise finished third in the PSL 2026 league stage with six wins from ten matches but was eliminated in the first playoff eliminator. Strategic priorities under the new ownership include safeguarding the Multan/South Punjab regional identity, developing local talent under a stated 'total cricket' philosophy, professionalizing the corporate structure, expanding commercial partnerships, and building a global merchandise and content footprint.
Multan Sultans firmographics
Firmographics- Name
- Multan Sultans
- Legal name
- Multan Sultans
- Website
- https://multansultans.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Multan Sultans is a privately held professional cricket franchise competing in the Pakistan Super League (PSL) on behalf of Multan and South Punjab, generating revenue from central broadcasting rights, commercial sponsorships, merchandise, and matchday sales.
- Ownership category
- akta.pro rank
Multan Sultans industry classification
Industry- Product category
- Professional Sports Franchise
- NAICS
- Sports Teams and Clubs (711211), Spectator Sports (7112), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Television Broadcasting Stations (4833), Services-Membership Organizations (8600)
- akta.pro primary industry
- Cricket Leagues (MPAKAAAF)
- akta.pro secondary industries
- Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies) (MPAKABAJ), Team Sports Matches (Club & National) (MPAGAMAB), International Sports Broadcasters & Rights Networks (MPABAJAE)
Keywords
Where Multan Sultans is headquartered
LocationHeadquarters
- HQ city
- Gulberg
- HQ country
- Pakistan
- HQ region
- Asia
Offices1 record
Markets served
Multan Sultans business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Broadcasting and Media Rights: PSL franchise generates revenue through central broadcasting and media rights deals managed by the Pakistan Cricket Board.
- Sponsorship and Partnerships: Multiple commercial partners including Fatima Fertilizer (Title Sponsor), Engro Corporation, Moiz Steel, LAAM, Nayyer Industries, Dunya Media Group, Jazz, and Toyo Nasic provide sponsorship revenue in exchange for jersey placement and brand association.
- Merchandise Sales: Fan merchandise including jerseys, apparel, and team gear sold through e-commerce partnership with LAAM and direct sales.
- Ticket Sales and Matchday Revenue: Revenue generated from stadium attendance during home matches and playoff games.
- Franchise Fee Investment: New owners paid record annual fee of $8.8 million to acquire the franchise at PSL auction.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Multan Sultans product offering
Product offeringCore offering
Multan Sultans operates a professional cricket franchise competing in the Pakistan Super League (PSL), representing the city of Multan and South Punjab. The franchise fields a T20 squad, plays home matches, and generates revenue through ticket sales, broadcasting rights, official merchandise, and commercial sponsorships. Supplementary offerings include a behind-the-scenes docuseries produced with Dunya Media Group and an e-commerce merchandise partnership with LAAM for global fan retail.
Product overview
Multan Sultans is a premier cricket franchise in the Pakistan Super League. The core offering is the franchise cricket team itself, supplemented by official merchandise retail through the LAAM e-commerce partnership, and exclusive behind-the-scenes docuseries content produced with Dunya Media Group. The franchise also maintains corporate partnerships for sponsorship and brand positioning.
Differentiator
Problem solved
Functional benefit
Products and services
- Multan Sultans Cricket Franchise Professional T20 cricket franchise representing Multan and South Punjab in the Pakistan Super League, competing in seasonal PSL tournaments with home matches played in Pakistan.
- Official Merchandise Store Official team merchandise including jerseys, apparel, and fan gear sold through a long-term e-commerce partnership with LAAM (Pakistan's fashion discovery platform), enabling global shipping to fans.
- Behind-the-Scenes Docuseries Exclusive behind-the-scenes docuseries produced with Dunya Media Group providing access to the dressing room, tactical meetings, and player journeys throughout the PSL season.
Quantifiable outcome
- Record $8.8 million franchise acquisition fee demonstrates highest valuation in PSL history
- +1 more outcomes
Companies that use Multan Sultans
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Multan Sultans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Multan Sultans partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- Fatima FertilizercoreTitle sponsor renewal marking eighth year of partnership. Fatima Fertilizer logo appears on team jerseys. Deep connection to South Punjab with one of their plants located in Multan. Partnership celebrates enduring relationship and shared commitment to regional development.
- LAAMcoreLong-term retail and e-commerce partnership to globalize fan merchandise. LAAM provides Pakistan's premier fashion discovery platform with cutting-edge e-commerce infrastructure, nationwide reach, and international shipping capabilities.
- Engro CorporationcoreMulti-year strategic partnership focused on nurturing talent, uplifting local communities, and fostering national pride. Both organizations share vision of human development through sports and youth empowerment in South Punjab.
- Nayyer IndustriesmajorStrategic partnership with respected industrial leader. Alignment based on shared commitment to quality, resilience, and excellence. Partnership reflects growing commercial appeal of the Sultans brand.
- Moiz SteelmajorStrategic alliance with leading steel manufacturer. Partnership symbolizes strength, resilience, and commitment to building Pakistan's future. Moiz Steel provides structural backbone while Multan Sultans represents fighting spirit and power.
- Dunya Media GroupcoreLandmark media partnership producing exclusive behind-the-scenes docuseries. Dunya Media Group is one of Pakistan's largest media networks. The partnership redefines sports broadcasting by bringing franchise inner workings directly to millions of fans.
- JazzmajorPartnership with Pakistan's leading digital operator and telecommunications company. Jazz leverages nationwide connectivity to amplify PSL experience for fans in stadiums and across screens. First step toward potential exclusive future partnership.
- Toyo NasicminorMajor partnership announced for upcoming PSL season, representing commercial brand growth.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Multan Sultans competitors and assessment
Company assessmentDirect peers
- Karachi Kings: PSL franchise representing Karachi. Direct competitor for sponsorship revenue, star-player acquisition, and fan market share in Pakistan's largest city; operates under identical PSL central revenue distribution.
- Peshawar Zalmi: PSL franchise representing Peshawar/KPK. Direct PSL competitor; notably, Multan Sultans' Chief Advisor Nausherwan Effandi previously led commercial initiatives at Peshawar Zalmi, indicating shared commercial operating models and league-level talent flow.
- Quetta Gladiators: PSL franchise representing Quetta/Balochistan. Direct PSL peer with identical franchise structure; Multan Sultans executed a major player trade with Quetta during PSL 2026, underscoring direct operational overlap.
- Hyderabad Kingsmen: New PSL 2026 franchise that eliminated Multan Sultans in the first playoff eliminator. Direct peer in the expanded eight-team PSL format, competing for player draft picks and sponsor mindshare.
- Lahore Qalandars: Defending PSL champion franchise based in Lahore. Directly competes with Multan Sultans in the same Pakistan Super League with identical franchise economics, central broadcasting revenue model, and PSL-specific sponsorship categories.
- Islamabad United: PSL franchise and inaugural PSL champion based in Islamabad. Competes directly with Multan Sultans in player drafts, sponsor renewals, and match scheduling within the same PSL central revenue framework.
Broad incumbents
- Mumbai Indians: IPL franchise owned by Reliance/Ambani group, the most valuable cricket franchise globally. Comparable franchise-cricket operating model (central broadcasting, sponsorship tiers, merchandise, regional fan identity) at significantly larger scale and valuation.
- Kolkata Knight Riders: IPL franchise owned by Red Bull-linked Shah Rukh Khan consortium; operates a multi-team ownership model spanning IPL, CPL, and other leagues. Comparable to Multan Sultans on franchise-cricket operating mechanics and centralized league economics.
- Chennai Super Kings: IPL franchise known for consistent on-field success and brand-led sponsorship monetization. Comparable to Multan Sultans as a championship-winning cricket franchise with multi-year sponsor relationships and merchandise operations.
- Royal Challengers Bangalore: IPL franchise under Diageo/United Spirits ownership. Comparable franchise-cricket business model combining premium international player acquisition, regional fan identity, and centralized broadcasting revenue distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Multan Sultans social profiles
Digital presenceMultan Sultans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Multan Sultans leadership team
Management profileNumber of profiles
Profiles11 records
Multan Sultans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Multan Sultans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Multan Sultans
What does Multan Sultans do?
Multan Sultans operates a professional cricket franchise competing in the Pakistan Super League (PSL), representing the city of Multan and South Punjab. The franchise fields a T20 squad, plays home matches, and generates revenue through ticket sales, broadcasting rights, official merchandise, and commercial sponsorships. Supplementary offerings include a behind-the-scenes docuseries produced with Dunya Media Group and an e-commerce merchandise partnership with LAAM for global fan retail.
Is Multan Sultans a public or private company?
Multan Sultans is a private company. It is classified as venture growth investor backed and is currently operating.
When was Multan Sultans founded?
Multan Sultans was founded in 2016. It employs 11 to 50 people.
Where is Multan Sultans based?
Multan Sultans is headquartered in Gulberg, Pakistan, in the Asia region.
How does Multan Sultans make money?
Five revenue lines are on record. Broadcasting and Media Rights are the primary driver. The others are sponsorship and Partnerships, merchandise Sales, ticket Sales and Matchday Revenue and franchise Fee Investment.
Who are Multan Sultans's main competitors?
Direct peers on record are Karachi Kings, Peshawar Zalmi, Quetta Gladiators, Hyderabad Kingsmen, Lahore Qalandars and Islamabad United. Broad incumbents are Mumbai Indians, Kolkata Knight Riders, Chennai Super Kings and Royal Challengers Bangalore.
Does Multan Sultans have an API?
No public API is recorded for Multan Sultans.
What industry is Multan Sultans in?
Multan Sultans's product category is Professional Sports Franchise. Its primary akta.pro industry code is MPAKAAAF, Cricket Leagues, with a secondary code of MPAKABAJ, Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies). Its NAICS code is 711211 and its SIC code is 7997.