ICC Women’s World Cup 2025: Ad rates up 15%, 10-sec TV spots start at Rs 1.5 lakh

With the ICC Women’s Cricket World Cup around the corner, the ad rates for the upcoming tournament have been increased on both television and OTT.

Industry experts confirmed that, JioStar, the official broadcaster and streaming partner of the tournament, has raised the ad rates by 10-15% compared to the previous edition held in 2022, reflecting both higher expectations of viewership and increasing advertiser interest in the property.

According to sources familiar with the broadcaster’s rate card, JioStar is seeking Rs 1.5 lakh for a 10-second slot on television. However, for key matches, premium inventory of a 10-second slot may cost upto Rs 3 lakh. Ad placements on OTT app JioHotstar, meanwhile, are priced at ₹500-600 per CPM (cost per mille).

The sponsorship line-up for the ICC event has not yet been formally announced, but discussions with multiple categories of brands are said to be underway, with FMCG, e-commerce, consumer tech, and financial services players expected to dominate the list, according to media buyers tracking the deals.

An industry expert explained that the rate revision is a sign of how quickly women’s cricket has evolved into a valuable commercial proposition. “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,” the expert said.

JioStar’s dual-distribution model, linear television combined with digital streaming, adds another layer of appeal for advertisers, said industry experts adding that as media consumption habits fragment, this hybrid offering allows brands to maximise their visibility across audiences.

A senior media planner, speaking on condition of anonymity, said that the broadcaster’s pricing reflects growing confidence in the event’s pull.

“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 said.

While the official sponsorships are awaited, experts note that the actual ad rates realised could depend on negotiations.

Industry voices say that the premium pricing indicates that JioStar is not willing to underplay the growing stature of women’s cricket.

Women’s cricket has been gaining traction not only in India but also in markets such as Australia, England, and South Africa. This international dimension adds heft to the property and creates additional avenues for global brands looking to associate themselves with progressive sports narratives.

As the countdown begins, JioStar is positioning the Women’s World Cup as a showcase event for both sport and sponsorship. If its bet on rising interest holds true, 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 tournament beginning on September 30 will be the 13th edition of Women's Cricket World Cup. It is scheduled to be hosted jointly by Sri Lanka and India. It is India's fourth time hosting the women's World Cup, after the 1978, 1997, and 2013 editions, and Sri Lanka's first time hosting the event.