On November 2, 2025, when India’s women’s cricket team captain Harmanpreet Kaur lifted the World Cup trophy, it was a moment of triumph for the women in Blue. Later that night, after the awards ceremony concluded, she posted a picture wearing a T-shirt that quietly said what millions of Indians were thinking: ‘Cricket is a gentleman’s game’ with the ‘gentleman’s’ struck out and replaced by ‘everyone’s.’ The Puma tee, that now read ‘Cricket is everyone’s game’ - stood for more than the brand, it stood for a monumental message.
This victory wasn’t just about a trophy. It was the culmination of a journey that took Indian women’s cricket from near invisibility to national pride, a story built on grit, resilience, and belief.
Puma has been supporting women’s cricket since 2016, beginning with Sushma Verma. In 2022, the brand strengthened its commitment to the sport by signing Harmanpreet Kaur as its first official brand ambassador from women’s cricket
Shreya Sachdev, Director, Marketing, Puma India, says that for any true sports brand, investing solely in men’s sport is not enough. “Real credibility comes when you invest in the entire ecosystem, and that includes women’s sport. If you’re not investing in 50% of the sporting space, you can’t claim to represent sport as a whole,” she emphasises.
She adds that for Puma, such investments are not driven by short-term visibility but by a commitment to building long-term credibility as a sports brand, something that compounds over time. “It makes sense from a mid- and long-term perspective to go beyond what seems to offer guaranteed short-term returns,” she notes.
From shadows to stadium lights
For decades, the team played in the shadows: the Women’s Cricket Association of India (WCAI), formed in 1973, ran the sport with minimal funds, no sponsors, and little recognition. Players often paid for their own kits, travelled in general compartments, and depended on NRI families for meals and lodging during overseas tours.
Between 2003 and 2005, when women’s cricket in India was struggling to stay afloat, Mandira Bedi quietly became an ‘invisible sponsor.’
Using her influence as an actor and cricket broadcaster, she raised funds and awareness for the team, even donating her entire endorsement fee from a diamond jewellery ad to the WCAI, which helped sponsor the team’s England tour that was on the verge of cancellation due to lack of funds.
It wasn’t until 2006, when the BCCI finally brought women’s cricket under its fold, that the groundwork for today’s moment was truly laid. With the women’s team now lifting the World Cup, they are set to receive the recognition long overdue.
The moment mirrors India’s 1983 World Cup triumph, the event that turned cricket from a pastime into a national obsession. Before that win, the sport had few sponsors, small crowds, and limited commercial value. But when Kapil Dev’s team hoisted the trophy, it transformed India’s sporting identity. Brands rushed in, television coverage boomed, and cricketers became cultural icons.
Men vs Women cricketers’ fees: Pay gap or parity?
According to industry estimates, the endorsement fees of women cricketers are significantly lower, roughly one-fifth of what top male cricketers command, and in the case of lesser-known players, the gap can widen to one-tenth or even less.
After the win, the BCCI announced a cash reward of Rs 51 crore for the Indian women’s cricket team following their maiden Women’s World Cup triumph. However, this amount is notably lower than the Rs 125 crores that the men’s team received after their 2024 T20 World Cup victory.
For context, as per media reports, after India’s 2011 ODI World Cup triumph, the BCCI awarded Rs 2 crore to each player, Rs 50 lakh to every member of the support staff, and Rs 25 lakh to each selector, a total direct payout of approximately Rs 30 crore. That was 14 years ago!
Since October 2022, India’s women cricketers have been earning equal match fees as their male counterparts. Under the revised structure, players now receive Rs 15 lakh for a Test match, Rs 6 lakh for an ODI, and Rs 3 lakh for a T20I, bringing women’s match payments fully in line with the men’s team.
While match fees have reached parity, the gap in annual central contracts between men and women cricketers remains striking. According to an announcement by BCCI, the men’s team has four contract grades, A+ (Rs 7 crore), A (Rs 5 crore), B (Rs 3 crore), and C (Rs 1 crore) per year whereas the women’s team has only three tiers: A (Rs 50 lakh), B (Rs 30 lakh), and C (Rs 10 lakh).
Bhairav Shanth, Co-Founder, ITW Universe, notes that post the World Cup victory, endorsement values are set to rise, though the extent will vary based on each player’s profile. “For established names like Harmanpreet Kaur or Smriti Mandhana, we could see a 50–60% increase in brand endorsement value,” he says.
Shanth adds that brands are now likely to pursue high-value, multi-year deals with women cricketers, reflecting a longer-term commitment.
“Many of these players are still early in their careers with tremendous potential. This win has captured the nation’s imagination and expanded the audience base, so long-term partnerships are the smart way forward,” he emphasises.
Biswamitra Ray, SVP, Branded Content & Creator Strategy, Animeta, says this victory marks a turning point in how women athletes will be portrayed. “Brands will now move beyond the familiar ‘against-the-odds’ narrative and start celebrating pure sporting excellence,” he explains.
“The story is no longer just about empowerment; it’s about performance, composure under pressure, and mastery of the game.”
Ray adds that this shift is already visible. “Post-Cup campaigns are highlighting match-winning moments, records, and player personalities rather than gender. That’s a huge step forward, it normalises women in sport as mainstream heroes, not exceptions,” he highlights.
Vinit Karnik, Managing Director - Content, Entertainment and Sports, WPP Media South Asia, describes the 2025 Women’s World Cup as a watershed moment for the sport. The first 13 matches alone drew over 60 million viewers, a five-fold surge compared to the 2022 edition. “This isn’t just incremental growth; it’s a paradigm shift,” he says.
Karnik adds that the surge was visible beyond screens, too. Stadium attendance shattered records early in the tournament, with reportedly 22,843 fans turning up for the India vs Sri Lanka match, the highest-ever crowd for a group-stage game at any ICC Women’s event. For comparison, the previous record was 15,935 spectators at the India vs Pakistan clash during the 2024 ICC Women’s T20 World Cup in Dubai. The crescendo came in the final, where nearly 35,000 fans packed the stands, transforming the venue into a sea of blue.
According to Karnik, the ICC announced a record prize pool of $13.88 million for the 2025 Women’s Cricket World Cup, a 297% increase from the $3.5 million offered in 2022, and higher than the $10 million total purse of the 2023 Men’s Cricket World Cup. The winner’s prize stands at $4.48 million, up 239% from the previous $1.32 million, indicating the ICC’s focus on bringing women’s cricket closer to commercial parity.
The 2025 edition opened with JioStar as the title sponsor and a strong lineup of partners: Google, Hindustan Unilever, State Bank of India, and the International Gemological Institute.
Preeti Lobana, Country Manager & VP, Google India, says, “This World Cup victory reaffirms what we’ve always known: when sport is played with passion and relentless intensity, it creates history. These champions have done more than just win; they’ve inspired a nation. Our commitment now is to ensure that their impact endures and continues to inspire generations to come.”
“As proud partners of the ICC Women’s World Cup, we are excited to see how this monumental victory will help build a crucial cultural pillar in the country and create greater opportunities for the champions and the sport they represent,” Lobana adds.
Brands step up to the pitch
Ceat’s association with women’s cricket goes back to 2018, when the brand signed Harmanpreet Kaur as its first woman cricketer for a bat endorsement deal. In 2022, Ceat further deepened its commitment by becoming the official Strategic Timeout Partner for the Women’s T20 Challenge.
Lakshmi Narayanan B., Chief Marketing Officer, CEAT, says, “At Ceat, we’ve never viewed cricket through a gender lens. We saw in women’s cricket the same hunger, discipline, and skill that define any top-class athlete. Long before the spotlight found them, these players carried a quiet fire — not waiting for change but driving it. We simply chose to back that belief early, when it mattered most.”
He adds, “Our approach isn’t about gender; it’s about mindset. We partner with players who embody Ceat’s core values: performance, passion, and control.”
Speaking about their recent campaign, Narayanan explains, “What’s evolved with our women athletes is the storytelling. It’s now about intelligence, composure under pressure, and how they navigate challenges. Our campaign with Harmanpreet, ‘For the Game Called Road,’ captures that spirit; it’s not about speed or power alone, but about confidence, calm, and craft.”
He emphasises that visibility was never the objective behind Ceat’s partnerships. “We wanted to build a genuine relationship rooted in respect for their journey. It’s easy to sign someone after a big win; it’s far more meaningful to walk alongside them before that. For us, it was always about belief, not just branding.”
RSH Global, through its brand Joy Personal Care, first partnered with a Women’s Premier League (WPL) team during the league’s inaugural season in 2023.
According to Poulomi Roy, Chief Marketing Officer, RSH Global, the brand now plans to scale up its association with women cricketers following India’s recent victory. “We’ve already begun initiatives at the grassroots level. Last year, we explored collaborations with KKR and its academy. We’ve also spoken to our trade partners and distributors to identify girls within their families who are interested in cricket, to sponsor their training,” says Roy.
While brand visibility through such partnerships is important, Roy emphasises that their larger goal is to create a genuine impact on individual lives. “Even Leander Paes’s team approached us for collaborations involving children and sports; these are the kind of initiatives we’re eager to pursue,” she adds.
In its latest campaign featuring Indian women’s cricket captain Harmanpreet Kaur, Jaipur Rugs has unveiled a striking installation, a cricket pitch crafted entirely from 36 antique rugs, collectively valued at $1 million. Yogesh Chaudhary, Director, Jaipur Rugs, explains that the idea stemmed from a desire to celebrate the spirit of India, one that transcends boundaries, whether through art or athletics. “This campaign with Harmanpreet opened a new dimension for us, where sport becomes a storytelling platform,” he says.
Chaudhary further emphasises that the brand’s association with women athletes goes beyond conventional endorsements. “We want to deepen our engagement with women athletes, not just as faces of the brand, but as collaborators who share our values,” he notes. “For us, it’s less about celebrity and more about character. We’re inspired by individuals who embody India’s essence, those who remain grounded even as they achieve greatness,” Chaudhary adds.
According to Namrata Parekh, Co-Founder, Cornerstone Meraki Endeavour, a joint venture between Cornerstone Sport and Meraki Sport, men’s cricket in India had a head start of over 70 years, but women’s cricket has grown exponentially, both on and off the field.
“There’s a fresh, uncluttered space waiting to be owned. It’s attracting new audiences, unheard stories, and offering relatability to a gender segment that may not have connected as closely with men’s cricket,” says Parekh.
She explains that brand participation is now coming from two fronts. “You have brands like Rexona, which was among the first to sign a landmark deal with the ICC to back women’s cricket through major investments in India. And then there have been multiple brands jumping in with quick digital collaborations, short-term deals, or ambush marketing to ride the current wave.”
Both approaches, she adds, are helping fuel the ecosystem.
“At this stage, both models work because the sport is getting a collective push. But for long-term progress, we need more brands to commit to the cause and invest in sustained growth.”
Mia by Tanishq began its association with the Royal Challengers Bangalore (RCB) women’s team during the inaugural season of the Women’s Premier League (WPL) in March 2023.
Shyamala Ramanan, Business Head, Mia by Tanishq, says the partnership marked a powerful beginning, one that the brand now aims to deepen and expand across sports through storytelling, community-led experiences, and athlete-driven initiatives.
“Beyond cricket, we’ve also partnered with individual women athletes such as Sheetal Devi and Rani Rampal,” she adds.
Ramanan notes that while men’s sports sponsorships have traditionally focused on visibility and scale, Mia’s intent is rooted in emotional connection and empowerment. “Our partnership with women’s cricket and other sports isn’t about chasing a trend — it’s about building a narrative that reflects our ethos of resilience, self-expression, and grace under pressure,” she explains.
Omaxe, a real estate developer, recently onboarded Harmanpreet Kaur as brand ambassador. The collaboration aims to promote sports participation, particularly among women and support grassroots development through facilities and community initiatives.
Mohit Goel, Managing Director, Omaxe, says that the brand’s association with Harmanpreet Kaur began well before the World Cup win. It was not driven by a moment of victory but by the quiet strength of her journey. He shares that she represents the spirit of new India, that is, resilient, grounded, and unapologetically ambitious.
“Partnering with her was also a conscious step toward supporting women in sport. We believe that excellence has no gender, and athletes like Harmanpreet should be celebrated not as women achievers, but as leaders in their field. For us at Omaxe, this was about equality in its truest form, standing with talent because it deserves to be seen, not because it needs to be highlighted,” he states.
Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea, believes the victory will trigger a short-term windfall for select players, particularly those who are articulate, have a strong on-screen presence, and can forge an emotional connection with audiences.
He estimates that their brand value could rise by 30–40%, though he cautions that it’s unrealistic to expect this surge to extend evenly across all players.
Pillai calls this a pivotal moment in Indian cricket, drawing parallels with Kapil Dev’s 1983 World Cup triumph for the men’s team. “This isn’t just a sporting achievement, it’s a cultural milestone,” he says.
He suggests that agents should help women cricketers go beyond endorsements and participate in meaningful social conversations. “Their authenticity, their struggle, and their triumphs create a powerful emotional bond, especially with younger audiences and women consumers who see their own stories reflected in these athletes,” Pillai adds.
Following India’s World Cup victory, brands across the country are finding unique ways to celebrate the moment, and smart wearable brand Noise has joined in with a symbolic gesture. The brand has temporarily changed its logo colour from black to blue.
“Our decision to switch our logo to blue was a spontaneous yet deeply heartfelt tribute to India’s moment of triumph,” says Gaurav Khatri, Co-Founder, Noise. “As a brand that thrives on emotion, energy, and expression, we wanted to reflect the collective heartbeat of a nation celebrating its heroes with unfiltered passion,” Khatri adds.
He adds, “The gesture also resonates with our larger philosophy to listen to the noise within and stand by what truly inspires millions of Indians. For us, sport has always been more than competition; it embodies resilience, rhythm, and the pursuit of excellence — values that define who we are as a brand.”
Ramakrishnan R, Co-Founder and Director, Baseline Ventures, the sports marketing agency that manages Smriti Mandhana, says that the World Cup win will be a major boost for women’s cricket, primarily by driving visibility.
“This victory will definitely lead to greater visibility, and that’s the key. What’s seen is sold,” he says.
“When audiences get to watch more bilateral and league matches beyond the World Cup, it naturally sparks conversations and attracts brand interest. For example in Olympic sports, athletes are remembered only during the games. However, in cricket and Badminton there is more continuity. PV Sindhu didn’t become a star just because of the Olympics, but because she stayed visible through consistent performances. The same can happen now with women’s cricket,” he states.
Umakanta Panigrahi, Managing Director, Valuation Services, Kroll, notes that India’s top women cricketers, including Smriti Mandhana and Harmanpreet Kaur, currently command endorsement fees between Rs 1–2 crore per annum.
He adds that these figures are likely to rise significantly following India’s World Cup triumph, as brands increasingly align with themes of gender diversity, empowerment, and performance excellence. “This victory is expected to trigger a broader commercial uplift across women’s cricket, spanning team sponsorships, WPL franchise valuations, merchandising, and digital engagement,” says Panigrahi. “It will help narrow the visibility gap with the men’s game and set a new benchmark for women’s sports valuation in India,” he says.
He further explains that the post-win momentum has opened up new opportunities across FMCG, lifestyle, BFSI, wellness, technology, and emerging D2C sectors. According to Kroll’s 2024 estimates, Smriti Mandhana’s brand value reached $17.6 million, up from an earlier estimate of $10–12 million in March 2024, reflecting her rapid commercial ascent. A similar report stated that the Harmanpreet Kaur brand value crossed the $5 million threshold.
Ragini Hariharan, Marketing Director, Consumer Products Division – Beauty & Personal Care, Himalaya Wellness, says, “Our partnership with women cricketers has always been rooted in belief, not trend. When we joined hands with the Women’s RCB team three years ago, it wasn’t about visibility but about backing potential and purpose. Through our 1der Woman initiative, we’ve built a mentorship platform that inspires young girls to dream big and pursue those dreams with confidence. As the Indian women’s team lifts the World Cup, it’s a moment of immense pride, a testament to their grit and spirit, and we’re proud to stand by them.”
Chandrika Jain, Director – Marketing, Lenovo India, Sri Lanka & Bangladesh, mentions, “Triumph draws the attention it deserves, and this team has truly earned it. Cricket, India’s heartbeat, has now transcended gender, inspiring a generation and reshaping how brands engage.”
She adds that endorsements will move from gendered segmentation to performance-driven storytelling, where impact and character take centre stage. She states that the brand sees sport as the ultimate expression of human potential and innovation values that define their brand. Having partnered globally across F1 and FIFA, Lenovo remains committed to advancing tech in sport and authentic storytelling.
The next innings begin
The World Cup victory has not only rewritten record books but also reshaped how India views its sporting heroes. What was once a battle for recognition has become a movement of representation and respect. With brands, broadcasters, and fans rallying behind them, the field is finally levelled and the spotlight brighter than ever.
Rohit Potphode, Managing Partner - Sports, Gaming, Esports & Live Experiences, dentsu India, believes this victory has ushered in a new era for women’s cricket. He notes that women’s matches will now attract dedicated audiences on their own merit, rather than relying on men’s fixtures for visibility.
“This win has created heroes, narratives, and emotions that will fuel lasting fandom well beyond the trophy moment,” says Potphode. “With consistent, high-quality performances, women’s cricket will continue to build an independent and loyal fan base. We already witnessed a significant surge in viewership during the semifinals and finals,” he highlights.
Dr. Kushal Sanghvi, Director, Komerz, predicts that there will be at least a 25% increase in overall brand spending towards women’s cricket, mostly in sponsorships and collaborations. “While the actual deal sizes might take time to rise, the number of opportunities will certainly go up,” he points out.
Sanghvi shares that his close friend, who runs a celebrity management agency, told him their phones haven’t stopped ringing since the World Cup win. “Brands are rushing to lock in deals before endorsement prices go up. There’s a frenzy not just from traditional sponsors, but also from D2C brands in beauty, fashion, and lifestyle segments that had never considered women cricketers before,” he says.
As the celebrations settle, India’s women cricketers are already looking ahead. Their next assignment begins with a T20I series in Australia in February 2026, followed by a tour of England in May and the ICC Women’s T20 World Cup later that year in the UK. The journey from getting recognition to winning a trophy has been long, but with every match, the team is proving that Indian cricket’s next great story belongs to everyone, not just the men in blue.
