Women's Cricket Boom: WPL Secures Major Sponsorship Boost Post-World Cup
Overview
Following a significant World Cup victory, the Women's Premier League (WPL) is experiencing a surge in sponsorship interest. Franchises and the official broadcaster, JioStar, are attracting new and longer-term brand associations across diverse categories. Experts attribute this growth to women's cricket's rising appeal and potential as a cost-effective alternative to the IPL for advertisers.
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Sponsorship Surge Fuels Women's Premier League Growth
The Women's Premier League (WPL) is reporting a substantial increase in its sponsorship base this season, which commenced on January 9. This heightened commercial interest follows the national team's recent World Cup triumph, signaling a growing scale and appeal for the league. Industry experts anticipate this trend will translate into higher sponsorship revenues for both the franchises and the WPL ecosystem.
Franchises are actively securing new partners from a broad spectrum of industries. Meanwhile, the official rights holder, JioStar, has already onboarded fifteen sponsors for the current season. According to Santosh N, Managing Partner of D&P Advisory, the World Cup win has significantly elevated the profile of women's cricket, drawing greater brand attention.
Franchises Ink New Deals
"WPL has emerged as one of the interesting options for brands that cannot afford IPL," Santosh noted. He added that several teams have signed additional sponsorship agreements compared to the previous year, expecting improved revenue streams.
UP Warriorz, for example, has welcomed new partners while retaining existing ones. Their sponsor roster now includes BKT, Joy Skincare, Amul, L'Oreal Professional, EaseMyTrip, Care Health Insurance, Pronto, Nasher Miles, and PCJ. Kshemal Waingankar, COO of Capri Sports, which owns UP Warriorz, stated, "The World Cup victory has clearly moved the needle. It has brought women's cricket into mainstream conversation in a way we haven’t seen before."
Deeper Brand Engagement
Mumbai Indians has welcomed De Beers Group, marking its entry into sports sponsorship, alongside new sponsors BK Tires and Amul Protein. Six brands have extended their long-term associations with Mumbai Indians for the WPL, while the three new additions diversify the team's sponsorship portfolio. Zydus Wellness, through its Everyuth Naturals brand, has partnered with Gujarat Giants, recognizing the league's consistent growth in viewership and its alignment with their consumer base.
The Board of Control for Cricket in India (BCCI) has also announced new sponsors, including ChatGPT, Kingfisher Packaged Drinking Water, and Bisleri. Anup Govindan, Head of Sports Sales at JioStar, highlighted the WPL's position as a "clear inflection point," attracting brands seeking long-term associations over short-term visibility.
