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U.A.E.-based streamer Begin has scored exclusive digital rights to Pakistan’s premier cricket tournament, partnering with local tech company Walee to deliver HBL PSL X (Pakistan Super League 10) to the cricket-mad nation’s rapidly growing mobile audience.
The deal marks a significant move into sports streaming for Begin, which launched just last June and has been steadily building its content library with entertainment offerings from major studios.
The cricket streaming rights could prove particularly valuable in reaching Pakistan’s younger demographic. According to the companies, a staggering 90% of PSL’s digital audience is under 36 years old, representing the country’s mobile-first generation of sports fans. Pakistan currently boasts over 142 million mobile internet users, according to telecom indicators cited in the announcement.
“The Pakistan Super League is not only Pakistan’s premier cricket tournament but also one of the most recognized T20 leagues globally, attracting top talent from around the world,” said Jonathan Mark, co-founding CEO of Begin. “As digital platforms become the primary medium for sports consumption, our collaboration ensures that fans across Pakistan have seamless access to world-class cricket, reinforcing the growing importance of streaming in the region.”
For Walee, the partnership leverages its advertising technology expertise. The company will power the ad tech behind the livestream, offering brands what it describes as engagement rates up to three times better than traditional media.
“As digital viewership reaches unprecedented heights, PSL’s livestream is now the prime stage for audience engagement,” said Ali Imran Memon, senior VP Creator Media at Walee. “Begin’s vision aligns perfectly with ours — to bring immersive sports entertainment to Pakistan’s next-generation digital audience.”
Begin has been on something of a rights acquisition spree since its 2024 launch. Backed by investment firm Z2C Limited, the platform previously secured content deals with Sony Pictures Entertainment and NBCUniversal. On the sports front, it has also added the English Premier League, All Elite Wrestling, PGA and LPGA golf to its Pakistani offerings.
The streaming platform will offer PSL matches free to viewers, potentially accelerating its subscriber acquisition in the competitive streaming landscape while positioning itself as a comprehensive entertainment destination combining premium sports and studio content.
