WPL Pitching High Returns?

A full house at DY Patil Stadium for the Women’s Premier League 2026 opener was not just a visual win for the cameras. It also served as an early commercial signal, suggesting that women’s cricket may be translating post–World Cup attention into tangible audience demand.

That momentum is reflected in the league’s evolving sponsor profile. Beauty and jewellery brands such as Lakmé, L’Oréal, De Beers, and PC Jeweller, categories that were either absent or engaged sporadically in previous seasons, have joined this edition. Their entry underscores a rising confidence in the WPL’s ability to deliver a diverse, engagement-driven audience. However, several industry observers note that the current cycle also reflects a league entering its fourth season, where maturation and improved market familiarity are beginning to work alongside the World Cup halo.

Bhairav Shanth, Co-Founder, ITW Universe, points to both fan interest and commercial impact and stated, “Tickets for the opening match were sold out, with even weekday fixtures recording over 60% attendance. At the broadcast level, the number of advertising brands has increased by 30–40% this season. The front-of-jersey slot, which remains the most premium visibility asset, has seen a 15–20% rise in cost of association compared to last season.”

Following the World Cup win, brands have also grown more bullish on India’s women cricketers as individual endorsers. National team players are now fronting campaigns across categories ranging from automobiles and jewellery to fashion and personal care. Their visibility extends beyond the pitch: digital platforms, mainstream media, and even global content channels which are amplifying their presence. The team’s collective response during moments of close public attention, such as the media coverage surrounding Smriti Mandhana’s break-up, reinforced a strong, unified narrative, keeping them in the news cycle for longer. Their mainstream appeal was further strengthened when players appeared on The Great Indian Kapil Show on Netflix, reaching audiences beyond traditional cricket viewership.

A spokesperson from the Mumbai Indians highlighted the league’s evolving commercial appeal: “From welcoming De Beers Group for their debut in sports to expanding our relationship with BKT Tires into the women’s game, the sponsor roster is more diverse and sophisticated than ever. There has also been increased participation from gender-neutral brands such as Ashok Leyland and BKT, reflecting a changing audience demographic that is increasingly consuming women’s cricket.”

The brand Kingfisher Premium Packaged Drinking Water, is associated with the TATA WPL 2026 as the Official Good Times Partner, driven by the growing stature of women’s cricket. Vikram Bahl, Chief Marketing Officer, United Breweries Limited, says “India’s Women’s World Cup victory was a defining moment. It reinforced our belief that women’s cricket is no longer a niche property, but a mainstream platform with deep emotional resonance and long-term relevance.”

Bahl adds that the win strengthened internal conviction and accelerated more purposeful thinking around visibility, fan engagement, and richer storytelling during the Tata WPL season. “The Tata WPL sits at a unique intersection of sport, culture, and aspiration. As a high-growth property, it allows brands to play a more meaningful role in shaping narratives and fan experiences, rather than just occupying media space,” he notes.

He further states that aligning with women’s cricket is a strategic, long-term commitment for the brand, not merely a seasonal association.

The fourth edition of the WPL continues with a centralised venue format, avoiding the home-and-away model used in the IPL. For 2026, the first 11 games are hosted in Navi Mumbai, followed by a shift to Vadodara’s Kotambi Stadium for the remaining 10 matches, including the Eliminator and Final. “Limiting the season to two venues is a practical choice, helping contain costs associated with a home-and-away format. Ultimately, it’s a start,” says Ramakrishnan R, Co-Founder and Director, Baseline. “The key is consistent visibility for these cricketers across international matches,” he adds.

The tone of sponsor conversations has also shifted. “Earlier, brands were largely in an evaluation phase, viewing the WPL as a promising but still emerging property. Post the World Cup, discussions have become far more strategic, centred on long-term partnerships, player-led storytelling, and year-round visibility. There is now growing confidence that women’s cricket delivers scale and cultural relevance, not just goodwill,” states Neerav Tomar, Founder and MD, IOS Sports and Entertainment.

New partners are also leveraging the WPL for measurable business impact. Grew Solar, which joins RCB as Official Solar Partner, is using the league to track awareness and engagement across multiple audiences. “At the brand level, we are tracking uplift in unaided and aided awareness among key stakeholders, including EPC partners, institutional buyers, and policymakers, along with shifts in brand trust and consideration before and after the WPL season,” says Vinay Thadani, CEO and Director, Grew Solar. “Performance is being monitored across television, digital, and social platforms, with a target of over 50 million impressions to expand GREW Solar’s presence among new and relevant audiences,” adds Thadani.

CK Dhamyanthi, Co-founder, NxtFace (a skincare brand), that is associating as a core presenter on JioHotstar for the first time, says the partnership aims to build reach and frequency among its target group and strengthen brand association. She adds that digital-first brands need to engage where digital-first natives are. “This ecosystem fits well for us,” she says.

Audience engagement is also evolving. Chintan Shah, Senior VP, Sportz Interactive, the WPL’s digital engagement partner, highlights “India’s Women’s World Cup win has triggered a fundamental shift in how audiences consume women’s cricket content. Viewing has moved from episodic consumption to deeper, more intentional engagement. Across platforms, average time spent has risen by 25–35%, with audiences gravitating towards player narratives, team context, and explanatory formats, rather than just live match moments.”

Shah adds that engagement is broadening beyond marquee fixtures, “While opening matches and playoffs continue to deliver the highest engagement volumes, their share of total season engagement has declined modestly year-on-year. Mid-season and weekday fixtures are showing stronger baseline performance, with engagement around non-marquee games up nearly 20% compared to earlier seasons. Time spent per matchday has increased by approximately 30–40%, supported by stronger pre-match and post-match consumption.”

Even broadcasters are recognising the WPL’s rising influence. JioStar, official broadcaster of this year’s men’s T20 World Cup, flipped the script by featuring players from India’s World Cup-winning women’s team in the men’s tournament promo. Shafali Verma, Jemimah Rodrigues, and Deepti Sharma led the campaign, wearing men’s team jerseys, including that of captain Suryakumar Yadav, a clear demonstration of how women’s cricket is becoming a mainstream, culturally relevant property.
As brands, broadcasters, and agencies continue to invest in women’s cricket, the WPL is beginning to position itself not merely as an event driven by recent success, but as a year-round, culturally resonant property offering measurable value for sponsors.