When Amanjot Kaur cracked a four off Sophie Molineux on Thursday, it not only recorded the biggest win for India’s women in blue, it also ensured the spot rates on television for the Sunday decider soar around 40%. TV ad spots for India games, which were at Rs 3 lakh per 10 seconds at the start of the tournament, have climbed up to Rs 5 lakh for the final. On digital, the ad rates are now between Rs 650 and 700 per CPM (cost per mille), up from Rs 400-500.
“Advertisers are likely to scramble for ad spots at the last moment,” observes Ramsai Panchapakesan, president, investments and partnerships at Havas.
“While several advertisers have locked their ad spending for the final much earlier, those coming at the last moment will have to pay a premium for inventory. We’re seeing brands across categories, not just women-specific advertisers, coming on board.”
He expects this to also have a positive impact on the next season of the Women’s Premier League (WPL) in 2026 with advertisers willing to invest more in women’s cricket.
The excitement around the finals is unprecedented, says Anup Govindan, chief revenue officer for sports, JioStar. “This is poised to be a watershed moment for women’s cricket, much like 1983 was for men’s cricket,” he says. “Advertisers are keen to be part of this historic moment, with both existing partners and new brands looking to connect with audiences during the highly anticipated finals.” Standout performances on the field, particularly by Jemimah Rodrigues, combined with the high level of engagement around the tournament, highlight the growing appeal of women’s sport and make the finals an incredibly compelling opportunity for brands, he adds.
The Indian women’s team has peaked at the right time, bouncing back from three back-to-back losses earlier in the tournament to beat New Zealand in a do-or-die quarter final last week. “Their performance has been phenomenal and the semi-final win against Australia was the icing on the cake. Advertisers are showing more interest in partnering with women’s cricket, which is a great sign. During this World Cup itself, overall ad spending has grown by 50% over the 2022 edition, in a year packed with men’s cricket action,” says Shubhodip Pal, CEO of ITW Universe Integrated Marketing Services.
The viewership too has been impressive. Reports indicate that over 13 million viewers tuned in to watch the semi-final. Pal also point out that viewership has been positive for even non-India matches, with some as high as 8-9 million. “The quality of women’s cricket has improved dramatically, which also makes for great compelling content. Overall, the whole ecosystem for women’s cricket is moving in the right direction,” he adds.
Experts also say that another major draw this year has been that India is hosting an international women’s cricket event after a 12-year gap. That, coupled with the WPL’s rising momentum, has driven up viewership especially on OTT.
The shift in advertiser strategy is unmistakable, observes Deepmala, founder and CEO of The Visual House. For years, brands have partnered with women’s cricket out of goodwill but today, their association is strategic. “Players like Jemimah Rodrigues are fast becoming pop-culture icons, the kind of faces brands will soon queue up for. The game is no longer niche; it’s going to be narrative gold. The semi-final win is a cultural reset rather than a sporting victory,” says Deepmala.
For BCCI and the broadcasters, this is the moment to build on momentum, prime-time slots, better storytelling and equal visibility, say experts.