When Aamir Khan played Mahavir Phogat in the movie Dangal and said, “Mhaari chhoriyaan chhoron se kam hain ke?” asserting that his daughters could do anything, he perhaps foresaw the future we are living in today. For decades, sports endorsements in India have been dominated by male cricketers, worshipped as icons, celebrated as legends, and followed by millions. Cricket, often regarded as a religion in the country, has long dictated the brand playbook, with companies rushing to sign male superstars. Female athletes, despite their stellar performances, have historically struggled to command the same level of recognition and commercial appeal.
However, the narrative is slowly shifting. With Indian sportswomen making their mark on the global stage, be it at the Olympics, Asian Games, or Commonwealth Games, their influence is growing beyond just sporting achievements. These athletes are no longer just medal winners; they are role models, inspiring a new generation and catching the attention of brands that once overlooked them. Shaping the advertising industry with their performance on the field and persona on screen, they are rewriting the rules of endorsements and expanding the roster of brand ambassadors beyond cricketing superstars.
CHANGING BRAND PERCEPTION
Exclusive data from Hansa Research, shared with IMPACT, highlights the growing recognition of Indian sportswomen in the endorsement space. While male cricketers continue to top the charts as the country’s most liked sports figures, female athletes like Sania Mirza (tennis), PV Sindhu (badminton), Manu Bhaker (shooting), and Smriti Mandhana (cricket) have secured spots among ‘India’s Top 100 Most Liked Celebrities.’
Their influence extends further, with all four ranking among the ‘Top 50 Most Intended-to-Watch Future Celebrities,’ signalling their rising appeal. These athletes are increasingly becoming sought-after brand ambassadors across diverse industries, from real estate to personal grooming. Notably, the data also reveals that male respondents rate women sports celebrities higher, indicating a growing audience interest in female-led sports.
“Male cricketers continue to dominate the endorsement landscape,” says Ashish Karnad, Executive Vice President, Hansa Research, with Virat Kohli, MS Dhoni, and Sachin Tendulkar ranking as the top three most endorsed celebrities across all categories. But when it comes to female athletes, Karnad notes that their standing in the endorsement space has historically been lower. However, the latest study indicates a notable upward trend. “Sania Mirza, PV Sindhu, and Smriti Mandhana remain the top-ranked female sports endorsers, with Smriti being the only cricketer in the top three. While other female athletes feature in the rankings, their positions are significantly lower. That said, there is a clear shift in recognition. Compared to the previous year, Sania, Sindhu, and Smriti have climbed 30-40 ranks, demonstrating their growing influence.”
Karnad points out that this trend extends beyond just these three. Manu Bhaker, for instance, has entered the rankings in this year’s Brand Endorser Report by Hansa Research, largely due to her Olympic performances. While female athletes still trail their male counterparts in endorsement rankings, their influence is rising significantly year on year. According to Karnad, “Consumers increasingly view women cricketers and other female athletes as credible brand endorsers, signalling a positive shift in the endorsement landscape.”
“Indian sportswomen have made a significant impact, not just in sports but also in brand endorsements,” affirms Amita Srivastava, Vice President – West, Carat India. “PV Sindhu, for instance, is one of India’s highest-paid athletes and was ranked the 13th ‘Highest-Paid Female Athlete in the World’ in 2022 by Forbes, earning $6.5 million from endorsements alone. She has partnered with major brands like Visa, Panasonic, and Moov. Sania Mirza, despite being in the final phase of her tennis career, continues to secure endorsement deals worth Rs 6-8 crore annually, collaborating with brands such as Cadbury Bournvita and Nestlé,” adds Srivastava.
Speaking about Visa’s long-standing partnership with PV Sindhu, one of the most popular female athletes in India and globally, Sujatha V Kumar, Head of Marketing Visa– India & South Asia, shares, “At Visa, we are the global sponsors of both the Olympics and FIFA. Both these sporting events have strong and equal participation from women. In India, we signed our first brand ambassador - PV Sindhu, back in 2019. Sindhu is one of the country’s best sportswomen, and we are proud to have her as part of the Visa family. Around the Olympics, both in 2021 and 2024, we had run specific ad campaigns to promote the Olympics and India’s participation in the same. The first one in 2021 was ‘A Million Cheers’ – encouraging fans to cheer for Sindhu during the pandemic when there was no audience. In the most recent Olympics, we ran a campaign for both our Team Visa Athletes, PV Sindhu and Neeraj Chopra, and called it the ‘Ultimate Fan Challenge’ to find the biggest fans of them,” she says.
In addition to her partnership with Visa, Sindhu also recently signed a multi-year partnership with PUMA as a brand ambassador. It was such a landmark move that the company celebrated by temporarily changing the spelling of its brand signage in various stores, on OOH hoardings and even on parts of their website to ‘PVMA’. This caused a stir on social media for days.
Also, the Tata Women’s Premier League (WPL) 2025 has returned for its third season, with JioStar as the official broadcaster and streaming partner. This year, the league has secured ten sponsors from a variety of industries, including brands like State Bank of India (SBI), Tata Capital, AMFI, Kajaria Ceramics, Black & White Ginger Ale, Himalaya No 1 Facewash, Tata Motors, APAR Industries, Amul, and MSD Pharma. The diverse sponsorship roster, covering sectors like BFSI, infrastructure, beverages, FMCG, automotive, and electrical & metallurgical engineering, highlights the league’s widespread appeal to different consumer groups.
“Indian sportswomen are record-breakers, rule-makers, and representation-shakers, redefining ambition, confidence, and power,” asserts Nitin Passi, Chairman & Managing Director, Lotus Herbals. Unlike traditional endorsements, Lotus Herbals sees these athletes as more than just the face of the brand; they are the force behind it. With its award-winning ‘Safe Sun’ range, the brand champions sweat-proof, power-proof, and play-proof beauty, designed for women who don’t slow down. “Sun protection is every athlete’s invisible jersey, and Safe Sun ensures women can train, play, and slay without worrying about sun damage,” Passi explains.
“As principal sponsors of Mumbai Indians at WPL, we’re driving a bold, more fearless beauty narrative. The one that moves beyond perfection and champions power with protection. These partnerships have deepened consumer trust and helped us connect with an audience that sees self-care as self-empowerment. By collaborating with sportswomen, we’re endorsing an attitude and breaking free from the cookie-cutter playbook of traditional product promotions,” he adds further.
Ragini Hariharan, Marketing Director for Beauty and Personal Care at Himalaya Wellness, shares insights on the brand’s collaboration with the RCB Women’s team for WPL. She says, “At Himalaya, we recognise the immense influence of Indian sportswomen. Their resilience, determination, and confidence perfectly align with our brand ethos, making them ideal partners for our campaigns. With the Women’s Premier League (WPL) gaining traction, Himalaya’s ‘India’s No. 1’ campaign with RCB Women highlights this synergy. Featuring Smriti Mandhana, Shreyanka Patil, Georgia Wareham, Renuka Singh, Richa Ghosh, and Charlie Dean, the campaign draws a parallel between strategic excellence in cricket and Himalaya’s expertise in skincare.”
Hariharan further explains, “Just as training is key to excelling on the field, using the right skincare routine is essential for clear, healthy skin. Himalaya has been committed to the WPL since its inaugural season, recognising it not just as a league but as a movement reshaping women’s sports in India. As the WPL and RCB continue to grow, the brand sees this partnership as a platform for impactful storytelling and deeper consumer engagement, reinforcing its core values of empowerment and confidence.”
"Bank of Baroda was an early mover in lending support to promising Indian sportswomen and we have had long and successful partnerships with our brand endorsers. Indian sportswomen are scripting history with their performances, redefining success and breaking barriers along the way. Their journeys resonate deeply with Bank of Baroda’s philosophy of empowering aspirations. Through their sporting achievements, these sportswomen have built a strong emotional connect with audiences, commanding immense popularity and admiration. Featuring them in our campaigns has enhanced customer engagement, attracting a wider audience that looks up to them as role models. Most recently, our brand endorsers have starred in our campaigns on ‘Baroda Mahila Swavalamban’, a loan scheme especially for women entrepreneurs, and in the campaign on bob BRO, which is a Zero Balance Savings Account designed for students," says VG Senthilkumar, Head - Marketing & Branding, Bank of Baroda.
BRAND VALUE
As female sports stars are breaking stereotypes in brand endorsements, the Brand Endorser Report by Hansa Research reveals that their endorsement is extending beyond traditionally women-centric products to sectors like two-wheelers, engine oils, and real estate. Sania Mirza has endorsed brands such as Asian Paints, Danube Properties, Tata Tea, and Philips India, while Smriti Mandhana has partnered with Havells, Red Bull, and PNB MetLife. As brands recognise their authenticity, relatability, and growing fan base, female athletes are emerging as versatile endorsers, helping companies align with themes of empowerment and progress to engage diverse audiences.
After securing two medals at the Paris Olympics 2024, Manu Bhaker has gained widespread recognition. According to media reports, she was pursued by 40 brands for endorsements immediately after her victory. Prior to the Olympics, Bhaker charged Rs 20-25 lakh per endorsement, but following her triumph, her endorsement fee skyrocketed to a whopping Rs 1.5 crore per deal.
“Female athletes are expanding beyond fitness and sports brands. Smriti Mandhana’s association with Hyundai highlights how they are moving into mainstream consumer categories,” says Srivastava while adding that on the investment front, brands are beginning to bet bigger on women’s sports. “The Women’s IPL (WPL) media rights sold for Rs 951 crore ($116 million), while franchises like Adani Sportsline invested Rs 1,289 crore in teams, reflecting growing interest in the space. However, a disparity remains. While male cricketers like Virat Kohli command Rs 7-12 crore per endorsement, top female athletes like Mandhana earn around Rs 1-2 crore. As Srivastava points out, “Brand investment in women’s sports is growing but is yet to reach parity.”
Monika Daga, Business Head – ITW Influence, highlights how leagues like the WPL are reshaping perceptions of women in sports. “Female athletes are now endorsing mainstream and non-sports brands, expanding beyond fitness and wellness into finance, technology, and fashion.” She adds that today’s sportswomen actively use social media to build their personal brand and connect directly with audiences. “Brands are increasingly choosing female athletes for their authentic storytelling and relatability, which drive higher engagement compared to traditional celebrity endorsements.”
As Indian sportswomen continue to break barriers, they are not only reshaping brand partnerships but also challenging traditional advertising norms. Their growing influence is paving the way for a more inclusive and diverse endorsement landscape, where talent and achievement take centre stage over legacy and gender.
