Game Changers: How rise of women’s sports is changing the brand sponsorship landscape

It’s a whole new ball game, and frankly, it’s about time! Women athletes are no longer just making headlines for their athletic feats; they’re also scoring major brand deals, proving they're more than just a pretty (and powerful) face. From being sidelined to taking center stage, they’re shattering stereotypes like a well-placed smash in badminton, redefining what it means to be a brand ambassador. With increased media coverage and a social media game that’s stronger than ever, these athletes are proving their influence extends far beyond the sports arena. Get ready to witness the rise of the female athlete as a marketing titan, where every campaign is a testament to their strength, resilience, and unyielding spirit. They’re not just playing; they're playing to win... the endorsement game, that is!

How has the value and perception of women athletes as brand endorsers changed in recent years?

“Gone are the days when women athletes were seen as a niche category in brand endorsements,” says Rajni Daswani, Director - Digital Marketing, SoCheers, noting, “Today, they are powerhouses, influencing industries far beyond sports—fashion, fitness, wellness, and even finance. Brands are no longer just signing them for their medals but for their stories, resilience, and cultural impact. Take PV Sindhu for Puma—her partnership wasn’t just about sportswear; it was about championing women in sports, fitness, and leadership. Puma aligned her with their "She Moves Us" campaign, proving that female athletes are more than just endorsers—they are icons of empowerment.”

“Similarly, Mithali Raj for Nike and Harmanpreet Kaur for Boost are great examples. Raj’s partnership showcased her as a role model beyond cricket, inspiring young girls to take up sports. Boost’s famous tagline, “Boost is the secret of my energy,” which was once dominated by male cricketers, now features women cricketers, signaling a cultural shift in representation. Another game-changer? Neeraj Chopra and Nikhat Zareen for JSW Sports. While Chopra’s Olympic gold made him a brand favourite, Zareen, a world champion boxer, has secured major deals proving that brands are no longer hesitant to back women in non-cricket sports. From being sidelined to taking center stage, women athletes today are prime-time endorsers, commanding high-value deals and breaking stereotypes, one campaign at a time,” Daswani points out.

Jinisha Sharma, Director, Capri Sports and Team Owner, UP Warrioz, adds here, “The perception of women athletes as brand endorsers has transformed significantly, shifting from a niche investment to a mainstream, commercially viable opportunity. Previously, brands viewed women’s sports as supplementary, but today, female athletes are recognized for their marketability, influence, and ability to drive authentic engagement. This shift has been driven by increased visibility, changing consumer mindsets, and growing data-backed proof that women’s sports generate high audience engagement and brand loyalty.”

Continuing further, she says, “At UP Warriorz, we have seen this evolution firsthand through our partnerships with brands like RR Signature, EaseMyTrip, and JSW Paints. These brands now view women’s sports not as an add-on but as a premium marketing avenue that delivers high-impact storytelling and cultural relevance. Female athletes are no longer just representatives of empowerment but are now recognized as high-performance, high-value endorsers who resonate deeply with audiences across demographics.”

Naresh Gupta, Co-Founder, Bang in the Middle, believes female athletes provide better opportunities for brands than celebrities. He says, “India hasn’t had iconic women sportspersons for a long time. First, a movie like ‘Dangal’, then Mary Kom and now WPL have had a role in the emergence of women athletes as endorsers. If you look at leading film stars, there are very few choices, maybe that is making it easier for brands to look at women athletes.”

Amisha Gulati, President, Gozoop Creative, remarks, “Women athletes are no longer just sports icons, they’re powerful brand influencers who drive real consumer engagement. Brands today see them as more than just winners on the field; they are changemakers who inspire, advocate for social causes, and connect authentically with audiences. Take PV Sindhu, she’s not just India’s badminton star, but a marketing powerhouse, endorsing brands like Li-Ning and Bank of Baroda. Similarly, Smriti Mandhana, a top player in the Women’s Premier League (WPL), has major deals with PND Metlife and Hyundai, showcasing the commercial strength of women’s cricket. Beyond big names, brands are also investing in emerging talent. With women’s sports receiving more media attention and sponsorships, the perception has shifted that female athletes are no longer secondary choices but the main faces of campaigns. Their relatability, combined with a strong digital presence, makes them ideal ambassadors for industries ranging from fitness and banking to automobiles and luxury brands.”

Sunil Gupta, CEO, Delhi Capitals, notes, “There’s been a positive and significant increase in the value and perception of women athletes, and that’s been primarily due to the phenomenal achievements of our women sportspersons in recent times. In the ongoing season of WPL, we’ve seen so many close finishes, including a super over. The players, over the years have become household names, making them attractive to brands looking to engage with a diverse and expanding audience. Women athletes aren’t just champions on the field, but role models off it as well, therefore making them valuable ambassadors for brands across different categories.”

What role has increased media coverage and representation of women's sports played in attracting brand sponsorships?

Rajni Daswani says, “For years, women’s sports remained overlooked—full of brilliance but rarely making it to the mainstream. Achievements were happening, but without visibility, they struggled to get the recognition they deserved. Now, the spotlight is finally shifting. The Women’s Premier League (WPL) was a turning point. When Viacom18 invested ₹951 crore in broadcasting rights, it was a clear statement—women’s sports aren’t just important, they’re commercially viable. More viewership has led to more sponsorships, making women’s cricket a serious contender in the sports marketing game.”

And it’s not just cricket. Nikhat Zareen’s grit in boxing, Mirabai Chanu’s Olympic triumphs, and the Indian women’s hockey team’s fearless performances have pushed women’s sports into mainstream conversations. The more they are seen and celebrated, the more brands want to be associated with them.

Representation is powerful. When Deepti Sharma dives across a field in a Paytm ad or Mirabai Chanu showcases her strength in an Amul campaign, they aren’t just promoting a product - they’re shifting perspectives. Young girls watching them don’t just see athletes; they see possibilities. And that kind of influence is exactly what brands are now eager to align with.

Jinisha Sharma believes, “The role of media in elevating women’s sports has been instrumental in shifting brand perceptions and unlocking sponsorship potential. With the rise of leagues like the Women’s Premier League, women’s cricket is no longer an afterthought but a prime-time product with dedicated coverage and a growing fan base. The deeper penetration of digital platforms and regional media has expanded the audience, particularly in Tier 2 and Tier 3 cities, where a new wave of fandom is emerging.”

This visibility has created a more compelling commercial case for brands, as they now see women’s sports delivering consistent engagement and long-term value. “At UP Warriorz and Capri Sports, our organic partnerships with She Capital, Nimaya Foundation, Educate Girls, and UN Women demonstrate how strong narratives and purpose-driven collaborations lead to strategic sponsorships. Brands today are not just looking for logo placements but deeper, more meaningful integrations into the cultural fabric of women’s sports,” she adds.

Naresh Gupta emphasizes the importance of media, stating, “Part of the reason brands are willing to look at women athletes is the increased media coverage and their own social media popularity. With many brands prioritising social media over any other media, there is an advantage the new women athletes carry.”

Amisha Gulati, too, considers media coverage to be a catalyst for the rise of women’s sports, turning female athletes into powerful brand endorsers. “With social media engagement among female sports fans surging, brands are leveraging digital platforms to connect with this expanding audience. The Women’s Premier League (WPL) in India saw Viacom18 secure media rights for ₹951 crore, highlighting the commercial strength of women’s cricket. Likewise, the 2023 FIFA Women’s World Cup shattered viewership records, encouraging brands like Adidas and Visa to deepen their investments,” she adds.

Beyond visibility, advocacy and authenticity are driving sponsorships. Female athletes are using their platforms to champion social causes, making them valuable partners for purpose-driven brands. At the same time, marketers are shifting focus from just high-profile stars to grassroots athletes and emerging talent, embracing relatability and niche influence. With younger generations prioritizing diversity and inclusivity, brands are strategically tapping into women’s sports to engage them.

From immersive VR experiences to Esports crossovers, the future of sports marketing is dynamic and female athletes are at its center. Their appeal extends across industries, from FMCG to automotive and even oil brands, thanks to their 360-degree approach to endorsements. Athletes like PV Sindhu and Smriti Mandhana seamlessly balance their on-ground performance with off-ground roles, often embodying values of resilience, discipline, and family life, making them the perfect fit for brands looking to connect with a diverse consumer base.

“With younger generations prioritizing diversity and inclusivity, brands are strategically tapping into women’s sports to engage them. From immersive VR experiences to Esports crossovers, the future of sports marketing is dynamic, and female athletes are at its center,” Gulati adds.

According to Sunil Gupta, “Better and increased coverage leads to increased awareness and recognition of women athletes and their achievements. Major newspapers and digital platforms now have correspondents specifically covering women’s sports, ensuring consistent storytelling and engagement.”

What are the emerging trends that will shape the future of brand endorsements in women's sports?

According Rajni Daswani, the future of brand endorsements in women’s sports is looking bold, digital, and purpose-driven. Here’s what’s brewing:

• Performance over celebrity: Brands are moving away from picking influencers with just a social following. Now, it’s about backing real talent. Expect more investment in rising stars across sports like weightlifting, athletics, and football—areas traditionally overshadowed by cricket.
• Women’s sports-specific brand partnerships: Companies are launching women-specific campaigns. For example, Puma’s "She Moves Us" is just the beginning. We’ll soon see more fitness, wellness, and even financial brands aligning with female athletes to target women consumers directly.
• Athlete-driven storytelling: The days of scripted ads are fading. Now, brands want authentic narratives - think Neeraj Chopra casually owning his brand partnerships on social media. Expect female athletes to take charge of their own brand narratives, sharing their journeys in ways that feel real, unfiltered, and personal.
• Equity over tokenism: Earlier, adding a female athlete to a campaign felt like a checkbox exercise. Now, brands are investing in long-term partnerships rather than one-off deals. Take how JSW Sports supports Indian athletes beyond just endorsements—by investing in their training and growth. That’s the future.

The message is clear: women’s sports are no longer “niche.” They are mainstream, and brands that recognize this shift now will be the ones winning in the long run.

Jinisha Sharma notes, “The future of brand endorsements in women’s sports will be shaped by digital-first engagement, community-driven initiatives, and purpose-led partnerships. Brands are increasingly focusing on interactive storytelling and short-form content to connect with audiences, while community initiatives that tie into larger social movements are gaining traction. At UP Warriorz, initiatives like the public wall murals, the "Papa Ki Warriorz" campaign, and our grassroots talent hunt with ITC Aashirvaad have shown how brands can build emotional connections and long-term loyalty through meaningful engagement.”

Additionally, there is a growing shift towards sponsorships that align with broader societal goals such as sustainability, gender equity, and inclusion. “As a UN Women ‘Generation Equality Ally,’ UP Warriorz is at the forefront of this movement, ensuring that brand collaborations go beyond the sport itself and contribute to a larger ecosystem of empowerment and long-term impact. The brands that recognize and invest in this evolving landscape early will not only gain commercial returns, but also cement themselves as pioneers in the future of sports marketing,” she adds.

Naresh Gupta believes, “Women athletes are an emerging category. The crickets, hockey players and Olympians are an emerging segment and if the brands find success with them as endorsers, we will see more of them being used by brands.”

Amisha Gulati adds here, “The future of brand endorsements in women’s sports is being shaped by digital engagement, inclusivity, and a shift toward authentic storytelling. Social media has redefined how athletes interact with fans, with players like Naomi Osaka using platforms like TikTok and Instagram to create a more personal connection. This direct engagement makes female athletes particularly valuable for brands targeting younger, digital-first audiences.”

Inclusivity has also become a major focus, with brands actively aligning with female athletes to push progressive narratives. Nike’s Dream Crazier campaign featuring Serena Williams wasn’t just an ad, it was a statement about breaking gender barriers in sports. Similarly, Victoria’s Secret’s collaboration with Megan Rapinoe signaled a strategic shift toward diversity and body positivity.

Beyond global stars, brands are recognizing the marketing potential of grassroots and emerging talent. The WPL’s success has created endorsement opportunities for younger cricketers, proving that brands are now investing in the future of women’s sports rather than just its biggest names. With Esports crossovers and immersive VR experiences also gaining traction, the endorsement landscape is set to evolve in ways that make female athletes more influential than ever before.

Sunil Gupta notes, “Women athletes attract a broader spectrum of brands. Delhi Capitals for this season of WPL has partnered with MSD Pharma, to raise awareness about cervical cancer prevention. The collaboration helps leverage the growing popularity and influence of women’s sports for a meaningful cause. There’s likely to be similar cause-based associations going ahead as well.”