ICC Women’s T20 World Cup 2025: India’s entry into final sparks ad rush, rates rise 15–20%

With India storming into the ICC Women’s T20 World Cup finale after a spectacular semi-final win against Australia, advertiser enthusiasm has surged sharply across television and digital platforms. Industry insiders say the momentum has triggered a last-minute rush among brands eager to associate with what is being seen as a defining moment for women’s cricket in India.

“India’s qualification for the Women’s T20 World Cup finale has given a strong last-minute boost to advertiser interest. Many brands that were fence-sitters have now jumped in, especially across FMCG, fintech, and digital-first categories that see value in associating with a moment of national pride,” said Anil Solanki, Senior Director, DentsuX.

Experts said broadcasters are commanding a 15–20% premium for the finale compared to earlier matches, with most key ad inventories already blocked. The surge, they added, is particularly strong on digital, where sponsors are betting on record viewership. “While the spike isn’t at the same level as men’s ICC tournaments yet — which typically see 30–40% rate jumps — the Women’s World Cup final is clearly emerging as a strong monetisation event in its own right, signalling growing advertiser confidence in women’s cricket,” one industry expert noted.

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According to Anup Govindan, Chief Revenue Officer – Sports, JioStar, “After yesterday’s performance, Team India at ICC Women’s World Cup has ignited unprecedented enthusiasm among fans and brands alike. The heightened advertiser interest and the growing popularity of the women’s team are helping establish women’s cricket as a mainstream property. The finals are set to mark a defining moment in how fans and marketers are embracing women’s sport in India.”

JioStar, the official broadcaster and streaming partner of the tournament, had raised its ad rates by 10–15% compared to the previous edition held in 2022, reflecting higher expectations of viewership and advertiser interest. Sources familiar with the broadcaster’s rate card said JioStar is seeking about ₹1.5 lakh for a 10-second slot on television, while premium inventory for key matches may cost up to ₹3 lakh. On OTT platform JioHotstar, ad placements are priced at ₹500–600 per CPM (cost per mille).

Discussions with multiple categories of brands are said to be underway, with FMCG, e-commerce, consumer tech, and financial services expected to dominate the sponsor list. Industry experts said the pricing revision underlines how quickly women’s cricket has evolved into a valuable commercial property. “The prices have increased this year by around 10–15%. The reason is a growing interest in women’s cricket. The Women’s Premier League has already shown that fans are eager to watch and brands are keen to participate. The World Cup will only amplify this momentum,” said an expert.

JioStar’s dual-distribution model — combining linear television with digital streaming — has also added to its appeal among advertisers. As media consumption becomes increasingly fragmented, this hybrid approach allows brands to maximise their visibility across audience segments.

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A senior media planner said the broadcaster’s pricing reflects rising confidence in the property. “Women’s cricket delivers a unique value proposition. It appeals to both men and women, it has a strong aspirational narrative, and it is still under-commercialised compared to men’s cricket. This makes it an efficient buy for advertisers who want to stand out. The rate hike is essentially a bet on the long-term value of the product,” the planner explained.

Industry voices believe the premium pricing indicates that broadcasters are not willing to underplay the growing stature of women’s cricket. The sport has been gaining traction not just in India but also in markets like Australia, England, and South Africa, giving it additional global weight and attracting international brands eager to align with progressive sports narratives.

As the countdown to the finale on Sunday, November 2, begins, JioStar is positioning the Women’s World Cup as a marquee event for both sport and sponsorship. If the surge in advertiser interest translates into strong viewership, the 2025 edition could mark a turning point not just for the broadcaster but for women’s cricket as a commercial property in India.

The Women’s Cricket World Cup, jointly hosted by India and Sri Lanka, began on September 30. It was the 13th edition of the tournament and India’s fourth time hosting the event, after 1978, 1997, and 2013, while it marked Sri Lanka’s debut as a host nation.