Women in sports: Is it the dawn of a new era in brand investment?

As conversations around gender equality gather momentum during International Women's Day, brands in India are increasingly looking beyond symbolic campaigns and investing in platforms that elevate women’s achievements in visible and lasting ways. One of the clearest examples is the rapid rise of women in cricket and other sports.

Case in point - the Women's Premier League (WPL), which has transformed from a niche sporting property into a compelling commercial platform.

Industry leaders say the growing attention around women’s cricket reflects a broader shift in how brands approach women’s sport.

Building fandom around women athletes

For sportswear brands, the league represents more than a sponsorship opportunity. It is also shaping a new fan economy around women athletes.

Shreya Sachdev, Director Marketing at PUMA India, said partnerships with leagues like the WPL are redefining how brands participate in the sporting ecosystem.

“For us as a sports brand, partnerships like the WPL go far beyond visibility or short term marketing gains. They bring credibility and authenticity to what we stand for. If a brand claims to be truly rooted in sport, it cannot only support the biggest men’s properties. It also has to invest in the broader sporting ecosystem, including women’s sport,” she said.

Sachdev added that early doubts about the commercial viability of women’s cricket are gradually fading.

“When the WPL launched there were still questions about whether women’s sport could deliver meaningful commercial returns for brands. What we are seeing now clearly disproves that. From the engagement our content generates to the response to merchandise, the commercial interest around women’s cricket is very real and growing.”

One of the clearest indicators of this growth has been the rising demand for team merchandise. According to Sachdev, WPL-linked collections have seen stronger traction than expected.

“The response to WPL merchandise has been extremely encouraging. We have launched special collections linked to teams and even limited champions editions that sold out within hours. That kind of response shows that fans are not just watching the sport, they are willing to buy into the teams and express their support through merchandise.”

She also pointed to an evolving fan culture.

“One trend we are seeing is that the share of higher priced authentic jerseys is increasing every year. Consumers increasingly want the same premium product that the players wear on the field.”

The audience profile for women’s cricket is also shifting. Earlier data suggested that more men were watching women’s sport than women themselves, but that dynamic is beginning to change.

“A few years ago the data actually suggested that more men were watching women’s sport than women. Today we are seeing that shift. More women are actively following leagues like the WPL and that is visible in merchandise demand as well as stadium engagement,” Sachdev noted.

From symbolic support to strategic investment

Neelima Burra, Chief Strategy Transformation and Marketing Officer & Business Head – Ecommerce and Organised Retail at Luminous Power Technologies, believes women’s sport in India is entering a defining phase.

“Women’s sport, particularly women’s cricket, is at a defining moment in India. Over the past few years we have witnessed a meaningful shift, from symbolic support to strategic investment by brands. The launch of new leagues, increased broadcast visibility, and the strong performances of the Indian women’s cricket team have helped bring the sport into the mainstream, attracting greater fan engagement and commercial interest,” she said.

Burra added that brand partnerships today are about building sustainable ecosystems rather than short term visibility.

“Sponsorship has moved beyond logo placement to building long-term ecosystems that nurture talent, amplify athlete stories, and encourage participation at the grassroots level. Supporting women-centric sports today is both a responsibility and a strategic opportunity for brands.”

Echoing a similar sentiment, Pragya Bijalwan, CMO - Head of Marketing at Voltas, said the growing traction around leagues like the WPL represents a larger cultural moment. “Women’s sports in India are witnessing a strong inflection point, with leagues like the WPL significantly elevating visibility and audience engagement. For brands, supporting women-centric sporting platforms today goes beyond representation. It is about enabling a larger cultural shift that celebrates talent, resilience, and equal opportunity,” she said.

JioStar launched a distinctive promo for the ICC Men's T20 World Cup 2026, featuring India’s World Cup–winning women’s stars Shafali Verma, Jemimah Rodrigues and Deepti Sharma, who confidently back India to retain the trophy. The campaign stands out for using women cricketers to promote the men’s tournament, reinforcing the growing visibility and influence of women’s cricket in India.  

Ek cup ghar aaya hai, dusra ghar se jaane nahi denge... ?????? ??? ???? ????? ?? ????? ???! ?

It's a home World Cup & the defending champions are ready to repeat history ???

ICC Men's #T20WorldCup 2026 ? Starts FEB 7 pic.twitter.com/d53ISucepS

— Star Sports (@StarSportsIndia) January 11, 2026

A long-term play for brands

Brand storytelling around women’s cricket has also evolved in recent years. In 2024, PUMA launched its “Champions Women’s Cricket” campaign, highlighting the disparity in cricket viewership. The campaign pointed out that women’s cricket received only one-eighth of the viewership of men’s cricket, and while many women watched the men’s game, only 18% of female viewers tuned in to women’s matches.

The campaign brought together voices including Mary Kom, Kareena Kapoor Khan, Masaba Gupta, Vineeta Singh and Faye D'Souza, encouraging audiences to actively support women’s matches and attend games in stadiums. Since then, the narrative around women’s cricket has gradually shifted from highlighting inequality to celebrating growth, fandom and the stories of athletes.

Sachdev said consistency remains central to the brand’s approach.

“Our philosophy has always been consistency. We do not believe in showing up only during a big moment or a winning season. If we decide to support a sport or an athlete, the idea is to be part of that journey for the long run and help grow the ecosystem around it.”

As the conversation around International Women’s Day continues to focus on representation and equal opportunity, the growth of the Women's Premier League offers a glimpse into how sustained brand investment can reshape the future of women’s sport in India.

The 2026 WPL season has already become the most watched edition to date, clocking 34.5 billion minutes of total consumption across platforms. Digital consumption rose by 69%, digital reach increased by 17%, and linear television ratings grew by 29%, with the final attracting twice the reach of the 2025 edition.

As viewership climbs, brand participation has accelerated in parallel. Industry estimates suggest that sponsorship expenditure for the 2026 WPL season is expected to reach ₹130–140 crore (roughly $15–16 million). Experts note that brand spending has more than tripled since the inaugural 2023 season, signalling growing confidence in women’s cricket as a viable marketing platform.

A diverse mix of brands, including Tata Group, State Bank of India, OpenAI, Kingfisher Packaged Drinking Water, Kalyan Jewellers, TVS Eurogrip Tyres, VIDA, OnePlus, Policybazaar and Wipro has joined the 2026 edition as sponsors and partners, reflecting growing commercial interest across sectors ranging from banking and technology to consumer goods and automotive.

What was once seen as a niche property is now steadily evolving into a powerful platform where brands, athletes and fans are collectively building a new chapter for women’s cricket.