India’s Women in blue lifted their maiden World Cup trophy earlier this week, but the victory’s impact is not just limited to the pride of the viewers and the country, it is in fact extended into brand endorsements as well. According to industry executives, endorsement fees for captain Harmanpreet Kaur and vice-captain Smriti Mandhana could rise by 30–50%, riding on the visibility and public interest generated by the World Cup win.
Brand deals for women cricketers
The duo, who already endorse over 20 brands between them, currently charge around Rs 60–75 lakh per deal, according to an Economic Times report. That number could soon touch or even exceed Rs 1 crore per endorsement, experts said.
Emerging stars such as Jemimah Rodrigues, Shafali Verma, Deepti Sharma, and Richa Ghosh are also expected to see higher brand traction. Their endorsement fees, which have so far been relatively modest, could now reach the Rs 40–50 lakh range per brand deal.
The change comes as the BCCI continues efforts to equalise match fees and prize money for men and women players. But even with the recent boost, the endorsement gap between top men and women cricketers remains significant.
By comparison, India’s top male cricketers continue to command several times higher endorsement fees. According to a report by Moneycontrol, male players typically earn between Rs 3 crore and Rs 6 crore per brand per year, while emerging stars such as Jasprit Bumrah and Rishabh Pant charge in the Rs 2–3 crore range. Even Virat Kohli, one of the country’s most sought-after endorsers, earns upwards of Rs 5 crore per deal, the report added. Most women cricketers operate at less than one-tenth of that range. Even with the expected 50% bump post-World Cup, brand valuations for female players will remain comparatively modest.
Narrative around women’s cricket
Industry executives say the win has, however, redefined the narrative around women’s cricket as a commercially viable property. Viewership data supports that optimism, with over 300 million viewers tuned in to JioHotstar towards the end of Sunday’s match, and a packed DY Patil Stadium in Navi Mumbai offered a glimpse of women’s cricket’s growing fan base.
Brands, too, have been quick to respond. Surf Excel was among the first movers, sending Rodrigues a framed version of her soiled jersey alongside a message that “some stains deserve to be framed”, a moment marketing move that drew widespread applause online.
Going ahead, endorsement momentum is expected to spill into the WPL season. Shubhodip Pal, CEO of ITW Universe Integrated Marketing Services, told ET that at least three to four new brand deals could be signed ahead of the next WPL. “Brands that move quickly ahead of next year’s WPL will have the first movers’ advantage,” he said. Yet, experts caution that sustained growth will depend on how brands position women cricketers in the long term.
While the Women’s Premier League ad rates are projected to rise by 15–20%, the tournament’s timing, coinciding with the men’s ICC T20 World Cup, may split advertiser attention. Still, with India’s women cricketers now commanding the national spotlight, marketers say the balance of power and value may finally begin to shift.