Energy

PSO Lubricants — PSL Retailer Hosting Programme

PSO

Client:PSO

Year:2024

Duration:PSL Season (Feb–Mar)

Cities:Karachi · Lahore · Islamabad · Multan

The Numbers

Trade Hosting / Loyalty

Event Type

PSL — Feb to March

Cricket Season

Top lubricant retailers & trade partners

Audience

Karachi, Lahore, Islamabad, Multan

Cities

The Brief

PSO Lubricants wanted to reward its top-tier lubricant retailers and vendor partners during Pakistan Super League season — combining trade relationship building with cricket excitement as a high-value loyalty incentive for the PSO dealer network.

The Insight

PSL is Pakistan's most-followed sporting event and the highest-impact trade hosting window in the year. PSL access creates a disproportionately high perceived value versus cost — and cements dealer loyalty far more effectively than a cash incentive ever could.

The Big Idea

“Host PSO's top lubricant retailer partners at PSL matches in their home cities — fully managed VIP experience with transport, hospitality, and branded gifting — turning cricket loyalty into brand loyalty for the full year ahead.”

The Execution

Brand Edge planned and managed the end-to-end PSO Lubricant Vendor Partnership Retailer (LVPR) hosting programme across PSL venues. This included VIP match ticket procurement, city-specific transport arrangements, hospitality packages at PSL venues, and PSO-branded gifting and merchandise. The programme was structured to reward PSO's highest-performing lubricant dealers — reinforcing the PSO relationship with the trade channel during Pakistan's most-engaged sporting period of the calendar year.