After historic victory, women cricketers are batting for brands

Three days after Indian women’s cricket team won the ICC World Cup, Jemimah Rodrigues was seen endorsing KFC’s Great Festival Meals alongside right-arm medium-fast bowler Renuka Singh Thakur. Soon after, Red Bull India released a clip showing her sweating it out in the practice nets. Her old ally boAt wasn’t far behind. The brand dropped a short Instagram reel featuring her breaking into the “victory moves” with the caption, “More than one reason to celebrate.”

With over 1.5 million new followers in just a month and reels earning up to 2.8 million likes, Rodrigues’ digital charm lies in her relatability and off-field energy. Her 3.56% engagement rate underscores her growing influence as both an athlete and a creator.

Also read: How Women’s World Cup final became India’s biggest brand game

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Even before the final win, Jemimah’s stunning semifinal innings against Australia led fans to organically tag Surf Excel with its famous line, “Daag Acche Hain,” asking her not to wash her jersey. The brand responded with empty detergent bottles, saying, “Jab desh ki mitti ke liye daag lage, toh daag acche hain.” It was marketing that moved beyond product placement and became storytelling that touched the heart of a nation.

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A post shared by Jemimah Jessica Rodrigues (@jemimahrodrigues)

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A post shared by Jemimah Jessica Rodrigues (@jemimahrodrigues)

According to data from Qoruz, a Creator Intelligence and Collaboration Platform, the women’s cricket ecosystem witnessed an unprecedented 6X rise in engagement across platforms.

Right-handed opening batter Shafali Verma, also landed her first major label shoot with Twamev. The campaign carried the line: “When the world tried to tell Shafali what she should be, she hit every googly out of the stadium.” Her Indo-western look in the video mirrored her game, fearless and unlabelled. The reel touched over two million views in just 11 hours. 

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A post shared by Twamev (@twamev.official)

She also featured in a Google India ad urging users to “Search Like Never Before,” linking her grit to the company’s new AI mode. Averaging 213,000 reel views per post and a 4.83% engagement rate, her authenticity fuels her growing popularity among Gen Z audiences. 

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Harmanpreet Kaur took a different route. Partnering with Puma India, she shared an emotional post that reimagined her younger self watching this win unfold, a creative use of AI that struck a chord. Apart from that, she has kept her brand activity quiet.

The victory has given a major boost to the team’s brand valuation. Umakanta Panigrahi, Managing Director, Valuation Services, Kroll, said endorsement values for top players could rise by 10 to 20 percent, while the overall brand value of the team may grow by 20 to 30 percent. “This win reshapes perception, positioning the women’s team as a symbol of resilience, ambition, and national pride,” Panigrahi said. “It also opens new doors for categories such as technology, wellness, and education to partner with women athletes, promoting inclusivity and gender-balanced storytelling.”

Average engagement across top players jumped from 1.2 percent to 7.5 percent, indicating that fans are no longer passive spectators but active participants in the conversation. The team collectively added over five million new followers in just a month, outpacing growth rates seen among many male athletes. Brand collaborations and sponsorship discussions have also spiked, with creators and athletes now sharing the same digital stage.

Jemimah Rodrigues led the pack with a 47 percent surge in followers, while Smriti Mandhana retained her position as the face of Indian women’s cricket with over 13 million followers. Engagement rates across players touched new highs, marking a fresh era of digital resonance for women’s sports.