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The Women's Premier League (WPL) is in its third season, attracting diverse sponsors and strengthening the commercial potential of women’s cricket. According to Jay Shah, the current chairman of the ICC, over 3 crore viewers watched the league’s opening match on television, with TV ratings surging by 150%. On digital, the viewership increased by 70% over the last season.
As per JioStar, until the fifth match of the season, the league has marked a 142% growth in viewership on linear TV and 2x on CTV over 2024. The property commands a reach of 300 million, making it a must-have for brands looking to tap into India’s cricket-obsessed audiences.
Last year, central sponsorship deals were reportedly projected to generate around Rs 50 crore with team sponsorships contributing another Rs 50-65 crore.
“By 2025, team sponsorship revenue has risen by approximately 10%, reflecting growing confidence in the league’s commercial potential. This increase highlights WPL’s increasing value as a branding platform,” says Namrata Soni, Director – Media Planning & Buying, Dentsu Creative Isobar.
Further, franchise sponsorship revenue has grown by an estimated 10-20% compared to 2024. Sharing insights into this growth, Soni says, “WPL has successfully attracted advertisers from new sectors, particularly in lifestyle and beauty. This diversification indicates that brands recognise the tournament’s ability to engage a varied consumer base. Also, businesses see WPL as an avenue for sustained engagement with cricket audiences while supporting the increasing prominence of women’s sports.”
JioStar, the official broadcaster and streaming partner for WPL 2025 has secured 10 sponsors from diverse industries for the league. These include State Bank of India, TATA Capital, AMFI, Kajaria Ceramics, Black & White Ginger Ale, Himalaya Facewash, TATA Motors Limited, APAR Industries Limited, Amul and MSD Pharma.
WPL teams have attracted brands from categories with little presence in cricket previously, including beauty and jewellery brands like Tanishq, Kay Beauty and LoveChild by Masaba. The league is also providing opportunities to brands that want to invest in cricket but find IPL to be too expensive. Effectively, WPL is increasingly being looked at as a feasible entry point into cricket advertising.
Since WPL is scheduled before IPL every year, it’s a perfect opportunity for brands to test and experiment with campaigns across leagues to maximise returns on investment. It also allows for longer high-impact campaigns that can deliver value over time, increasing recall and engagement incrementally.
Back in 2023, WPL’s debut season had attracted over 50 advertisers. In 2025, the league is seeing participation by over 70 brands across 45 industry categories.
“It is impressive to see the pace at which women’s cricket is growing in India. Our women cricketers have become household names and brands are appointing them as their ambassadors. WPL is changing the landscape of women’s cricket in India and across the globe and we’re at the cusp of witnessing something very special,” says Udit Sharma, EVP & Business Head, Premium Sports and Agency Relationships, JioStar. He adds, “Brand interest in WPL 2025 has seen a significant uptick compared to previous seasons. The growing viewership and affinity for women’s cricket have played a key role in driving this commercial growth.”
Drawing parallels between brand interest in WPL and IPL, Sharma says, “Even when the IPL started back in 2007 no one could have imagined it could be as big as it is today. In just two seasons WPL has welcomed a plethora of categories including FMCG, BFSI, automobile, healthcare, infrastructure, personal care and more.”
Marketers associate with live sports to reach highly engaged audiences at scale. It holds true for men’s and women’s cricket, as reflected in the phenomenal rise of women’s cricket in India. “Forward-looking brands are increasingly committed to long-term associations, not just with the WPL but with women's cricket as a whole, to generate more opportunities for women in the sport,” Sharma explains.
There is a correlation between the rise of WPL and the league’s seamless alignment with favourable brand values. “Many brands are actively seeking to associate with initiatives that promote gender equality and women's empowerment. Supporting women's sports resonates with these values, driving increased brand interest in the WPL,” shares Chandramouli Nilakantan, CEO, TRA Research.
Further, he delves into the nuanced differences in the strategies for men’s and women’s cricket. “Marketing strategies for women's cricket often focus on community engagement, digital campaigns, and influencer collaborations to tap into younger, socially conscious demographics. In contrast, men’s cricket campaigns tend to leverage traditional sponsorship models and mass media channels,” Nilakantan explains.
He adds, “In women's cricket, the focus is often on empowerment and inclusivity, whereas in men's cricket, brands capitalise on legacy and hero-worship themes.”
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