Multan Sultans

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.

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

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

• Professional cricket franchise
• T20 league team
• Sports entertainment services
• Team merchandise sales
• Sponsorship marketing platform

Headquarters

HQ city

Gulberg

HQ country

Pakistan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Broadcasting and Media Rights: PSL franchise generates revenue through central broadcasting and media rights deals managed by the Pakistan Cricket Board.
2. 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.
3. Merchandise Sales: Fan merchandise including jerseys, apparel, and team gear sold through e-commerce partnership with LAAM and direct sales.
4. Ticket Sales and Matchday Revenue: Revenue generated from stadium attendance during home matches and playoff games.
5. 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

Core 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

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Fatima FertilizercoreStrategic or Co-development Partner · 30 March 2026Title 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.
• LAAMcoreChannel Partner/ Reseller/ Distributor · 26 March 2026Long-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 CorporationcoreStrategic or Co-development Partner · 25 March 2026Multi-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 or Co-development Partner · 24 March 2026Strategic 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 SteelmajorGTM or Marketing Partner · 1 March 2026Strategic 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 GroupcoreChannel Partner/ Reseller/ Distributor · 1 March 2026Landmark 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.
• JazzmajorGTM or Marketing Partner · 1 March 2026Partnership 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 NasicminorGTM or Marketing Partner · 1 March 2026Major partnership announced for upcoming PSL season, representing commercial brand growth.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/MultanSultans
• YouTubeyoutube.com/multansultans
• Facebookfacebook.com/multansultans
• Instagraminstagram.com/multansultans
• TikToktiktok.com/@multansultanstv
• LinkedInlinkedin.com/company/multansultans

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Multan Sultans