Based in the UAE, streaming platform Begin has secured exclusive digital rights for Pakistan’s top cricket event, the Pakistan Super League 10 (PSL X). In collaboration with local technology company Walee, they will be providing live coverage of this much-anticipated tournament to the rapidly expanding mobile audience in cricket-crazy Pakistan.
This agreement signifies a substantial step forward for Begin, a platform that debuted back in June, into the realm of live sports broadcasting. Since then, it’s been gradually expanding its media library, focusing on entertainment content from leading studios.
The rights to stream cricket matches could be exceptionally beneficial for appealing to Pakistan’s younger population. As stated by the companies, an astounding 90% of the PSL’s digital audience is under 36 years old, which signifies Pakistan’s generation of sports fans who primarily use mobile devices. The country currently has more than 142 million users of mobile internet, as suggested by telecom indicators mentioned in the announcement.
Jonathan Mark, co-CEO of Begin, stated that the Pakistan Super League is not just the top cricket event in Pakistan but also a well-known T20 competition worldwide, drawing top-tier players globally. With digital platforms now being the main way people watch sports, this partnership ensures that Pakistani fans can easily enjoy top-notch cricket, highlighting the increasing relevance of streaming in the region.
In my perspective, for me, this collaboration capitalizes on our exceptional knowledge in advertising technology. I’m proud to say that we will be driving the ad tech for the live stream, providing brands with what we refer to as significantly improved engagement rates, up to triple that of conventional media.
With digital viewership soaring to new highs, the live stream of the PSL is now a focal point for engaging audiences,” said Ali Imran Memon, Senior VP Creator Media at Walee. “Begin’s vision resonates strongly with ours – it’s about delivering immersive sports entertainment tailored for Pakistan’s upcoming digital viewers.
Since its launch in 2024, Begin has been actively expanding its rights portfolio. With financial backing from Z2C Limited, it has sealed content agreements with Sony Pictures Entertainment and NBCUniversal. In the sports domain, it has also enriched its services by including the English Premier League, All Elite Wrestling, PGA and LPGA golf for Pakistani viewers.
The streaming service plans to provide live PSL matches at no cost to viewers, which could speed up its growth by attracting new subscribers in the cutthroat streaming market. By offering both high-quality sports and studio content, it aims to establish itself as a one-stop entertainment hub encompassing top-tier sports events.
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2025-04-03 18:48