When the Indian women’s cricket team brought home the World Cup, they also brought home a wave of brand deals and bigger endorsement cheques.
The victory turned players into hot property overnight, with brands rushing to sign contracts and boost visibility. But questions remain about whether they are finally following in the footsteps of the men’s team or if this is short-lived hype.
Within a day of the win, captain Harmanpreet Kaur, who took the match-sealing catch, signed on as brand ambassador for real-estate developer Omaxe Limited. Since the victory, players including Kaur, Smriti Mandhana, Jemimah Rodrigues, Deepti Sharma, and Shafali Verma have reportedly seen their endorsement fees rise by 25 per cent to 100 per cent. Some are predicted to sign up to half a dozen brand deals worth Rs 40-50 lakh each.
It brings to mind 83, Ranveer Singh’s film on the struggles of Indian men’s cricket at a time when there was little financial backing and sponsors were hesitant. The 1983 World Cup changed that and laid the foundation for what today has become a billion-dollar cricketing empire, driven by endorsements and commercial success.
Four decades later, some say the women’s team is standing on the same threshold.
“As a woman entrepreneur, it is truly heartening to see brands finally stepping forward to invest in women athletes. Over the last three to four years, women cricketers have secured a handful of brand deals, but the enthusiasm from companies was limited. The recent World Cup victory has changed that energy completely. For the first time, brands are not just interested, they are genuinely excited,” said Vishakha Talreja, co-founder of Neev Communications, a Delhi-based PR agency.
There are signs that the Women’s World Cup victory has been a wake-up call for brands and sponsors. A signal for them to actively invest in the growth of women’s cricket.
But communication strategist Dileep Cherian says the brand interest is not unusual — a major victory tends to have that effect.
“Brands have profits to make and market share to capture. They won’t spend such amounts under CSR. They will only go after a win. It’s rare for brands to invest heavily in talent before it wins,” he told ThePrint.
Anant Gupta, who represents players such as Pooja Vastrakar, Disha Kasat, Taniyaa Bhatia, Minnu Mani, and Sayali Satghare, agreed that brands will always come forward during big moments like a World Cup win because that’s when visibility is at its peak.
“It’s a natural marketing opportunity for them,” he said.
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Whose time in the sun?
The women have delivered on the field. The question now is whether brands can match that commitment off it.
Gupta is hopeful. “Now, with every passing year, as the WPL (Women’s Premier League) becomes bigger and women’s tournaments become grander in scale, the athletes will get the recognition and popularity; brand interest will follow,” he said.
He added, however, that there is typically a brand skew toward particular players and their personalities rather than the team at large. It’s all about reach, recall, and revenues in the end. Captain Kaur is currently one of the most sought-after players by brands, and endorses names such as Puma, HDFC Life, Boost, CEAT Tyres, Asian Paints, and Jaipur Rugs, among others.
“The others may get opportunities as part of team or collective campaigns, but not always individually. That’s how the market works, and it’s understandable. Brands invest where they see impact for their product or service,” he said.
For now at least, women’s cricket itself is in the sun.
The 2025 World Cup campaign saw packed stadiums and record viewership numbers. The emotional connection of women’s cricket with fans has never been stronger.
For Talreja, this surge in brand interest is not only a win for the cricketers but also a step forward for women’s sports in India.
“Increased visibility brings inspiration, investment, and long-term growth. The momentum is here and this is exactly the right time for brands to champion the women who are changing the face of Indian sport,” she added.
The momentum is likely to continue into the WPL season, according to Shubhodip Pal, CEO of ITW Universe Integrated Marketing Services, a leading sports and entertainment consulting firm.
Speaking to Financial Express, Pal revealed that the ad spending for this year’s World Cup has been at least 50 per cent higher than the previous edition.
“Brands that move quickly ahead of next year’s WPL will have the first movers’ advantage,” he said.
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Phenomenal or problematic growth?
Cherian calls the speed of change “phenomenal” as well as “problematic.” He cautions that the sudden flood of interest could lead to hasty decisions.
“There is a problem of plenty in my opinion,” the communication strategist said. “The women’s winning cricket team are the biggest thing right now. Everyone is going after them, every brand wants to collaborate and make them ambassadors. In such a situation, it can be difficult for the women cricketers to choose, and choose right.”
He added it will be up to their respective managers to collaborate with brands that offer “longer returns rather than short-term visibility”.
Talreja, too, says the next move lies with the brands and sponsors. It depends on how they choose to approach this moment. Both brands and players should go beyond capitalising on the World Cup victory and instead try to build something more lasting.
“No one should forget the goal is to make women’s cricket a billion-dollar empire too,” she added.
Views are personal.
(Edited by Asavari Singh)