ISLAMABAD - Pakistani politician and former playboy cricketer Imran Khan has married a woman described as his spiritual adviser, party officials said, the third wedding for the World Cup champion once touted as Pakistan's most eligible bachelor.

Khan, 65, married Bushra Wattoo in a private ceremony attended by relatives and friends in the eastern city of Lahore on Sunday, his Pakistan Tehreek-i-Insaaf (PTI) party announced on Twitter.

Pictures of the ceremony, showing the bride in a full veil, were posted on the account. Khan, once known internationally for his high-profile tabloid romances, cuts a more conservative persona in Pakistan.

PTI spokesman Fawad Chaudhry said the couple had known one another "for a long time" but declined to provide further details. She has been widely reported to be the politician's spiritual adviser.

Khan is loved by millions across the cricket-obsessed nation for winning Pakistan its only World Cup in 1992. His sporting prowess and rugged good looks also brought him international celebrity.

He married British socialite Jemima Khan in 1995 and had two sons with her before their divorce in 2004. The split was attributed to the difficulties she faced in Pakistan, where she was hounded for her family's Jewish ancestry, and to his obsession with politics.

He and second wife Reham Khan, host of a local TV talk show and a BBC weather segment, divorced suddenly in October 2015, just ten months after they wed.

Khan's party plans to contest a general election due in Pakistan this year, said in a recent interview that he believes this is PTI's "biggest chance" at seizing power. - AFP