Rise of women’s cricket - Opening the floodgates for brands and advertisers

For long, men’s cricket has been hogging all the limelight – be it in terms of popularity, viewership or ad monies. However, the recent times has seen a phenomenal rise in popularity of women’s cricket, shattering stereotypes and capturing the imagination of audiences worldwide. This surge has opened a golden door for brands and advertisers seeking to connect with a passionate and growing demographic.

From the first recorded match in 1745 to packed stadiums cheering for the Women’s Cricket World Cup, the game has come a long way. International tournaments and domestic leagues like the Women’s Premier League (WPL) are grabbing eyeballs and generating immense interest.

The Women’s Premier League (WPL) 2024 has taken the cricketing world by storm. Not just with its action-packed matches and fierce competition, but also with the impressive roster of brands that have partnered with the league and its teams. This surge in brand involvement signifies the growing popularity of women’s cricket and the lucrative opportunities it presents.

Leading the charge is Tata, the title sponsor of WPL 2024. This association positions Tata at the forefront of this exciting new chapter in women’s cricket. Other prominent brands like Ceat, Dream11, Amul Kool, Sports18, and JioCinema have also joined hands with the league as official partners, ensuring maximum reach and visibility. Additionally, Sintex has been named the associate partner, solidifying its commitment to the sport.

The WPL franchises haven’t missed a beat either. Each team boasts of a strong line-up of brand partners, catering to diverse consumer segments.

Smart brands are looking beyond traditional sponsorships. They are creating engaging content, running interactive social media campaigns, and leveraging the power of their WPL associations to build deeper connections with fans. For instance, Dream11, the fantasy sports platform, is likely to launch WPL-specific contests, further fueling fan engagement.

According to industry experts, the BCCI and WPL franchisees are expected to generate approximately Rs 150 crore in sponsorship revenue this year, with additional expenditures anticipated for television and OTT platforms.

Jigar Rambhia, Sports Lead at Omnicom Media Group India, highlights cricket’s unique ability to transcend demographics, providing brands with unparalleled opportunities to engage with diverse audiences. He notes, “Advertising to audiences shouldn’t be stereotyped as women-focused brands, driving greater impact at WPL and male-focused brands at IPL.”

This sentiment is echoed by Shantanu Ghosh, Head of Sports at Wavemaker India, who emphasises that WPL is a platform for all brands, “WPL is not a platform for only women-focused brands. It is a platform for all brands, where the ethos is about ‘excellence in your field of expertise’, that is how I see it.”

Amita Srivastava, Vice President, India, highlights the increasing viewership and fan engagement in women’s cricket, presenting advertisers with a larger and more diverse audience to target. With the growing prominence of women cricketers, brands are eager to associate themselves with successful players and teams through sponsorship deals and endorsements. Moreover, advertisers are leveraging the popularity of women’s cricket to create innovative and inclusive marketing campaigns centered around themes of empowerment, equality, and diversity.

“With the growing prominence of women cricketers, brands are eager to associate themselves with successful players and teams. Sponsorship deals and endorsements with top women cricketers offer brands a platform to align themselves with talent, excellence, and empowerment, enhancing their brand image and credibility," remarks Amita Srivastava.

“Core cricket advertisers have started making the most of either the team sponsorships and or player endorsements. These are good signs and build confidence in the property,” notes Trishul Bhumkar, Managing Partner, Zenith India, emphasising the significance of gate revenues in women’s cricket matches.