Indian women’s cricket team fields unprecedented advertiser interest, scores big brand deals

Women’s cricket in India is all the rage this year. The recent Under-19 T20 World Cup victory opened the doors for advertiser interest in the game like never before. The ICC Women’s World Cup 2023 will make unprecedented gains from the success of the younger team. The women’s team is putting India on the map, and advertisers are lining up for big slices of their win.

Marketers are now going the extra mile to craft narratives and build storylines that best leverage the team’s newfound popularity in the country. Three crucial factors contributing to this trend include the team’s excellent performance, media coverage around their matches, and the growing interest of brands in signing up women cricketers for brand endorsement deals. 

Thanks to the growing popularity of streaming services, it’s become easier for fans to catch up on the match on the go. Accessibility to the game is also warming the audiences up to treat themselves to a stadium experience. The ripple effect is causing the stadiums to fill up, further boosting the team’s morale and advertiser interest in the game.

Since it’s just the beginning, advertisers are focusing on building synergies with the team and the players that would benefit their brands greatly in the long run. The players have abundant talent and will go far to prove their mettle. Their stories of determination are a goldmine of opportunities for brands. Advertisers are heavily leveraging OTT platforms and digital ads to amplify such communication. 

While the male-female viewership pattern for women’s cricket is currently following the same trend as men’s cricket at 70:30, the numbers will tilt towards a robust female viewership and fan base for the game — opportunity brands know they can’t afford to miss. So, brands are investing in spaces they stand to win the most, over time, in terms of audience interest and branding opportunities. 

Disney+ Hotstar has onboarded a multitude of sponsors to support the ICC Women’s T20 World Cup. These include Tata AIA Life Insurance, Accenture, Boost, Bumble, Jindal Steel and Power, IDBI Bank, AMFI, Performax and Hero Vida. The scale, innovation and scope of advertising for these brands will be unparalleled, making way for more to follow. 

With team India qualifying for the playoffs, audiences are hooked for the next set of matches. They are awaiting the grand win, with brands set to make the most of this ever-increasing attention in the intervening games. Interested advertisers must leverage this opportunity and effectively reach the length and breadth of India for the remaining duration of this tournament. Contact us today.