Women’s Premier League to have a transformational impact on women's cricket in India

The launch of Women’s Premier League tournament is a significant milestone for the sport in the country, and it signals the start of a new era for women’s cricket, says Kanav Sud, Business Head, Sportskeeda. In this interview with Adgully, he talks about the impact of the WPL on women’s cricket in India, its ability to help women’s cricket build the cricket economy, the response from brands to the WPL, the unique strategies employed by brands for engaging the growing female fan base, and more. 

According to him, one of the most exciting impacts of the WPL is the increased visibility it will bring to women’s cricket. He believes that while the men’s IPL remains the benchmark for cricket in India, there is tremendous potential for the WPL to become a sought-after event in its own right. “Companies that choose to invest in the WPL can position themselves as pioneers in a growing market and can tap into the significant potential for revenue and brand exposure that it offers. It is essential to recognise the potential of this market and to take action to capitalize on the opportunity that it presents,” he says. Excerpts: 

Has women’s cricket arrived in India? Will WPL become as prominent and sought-after as the men’s IPL?

Women’s cricket in India has come a long way in recent years, and the interest and support for the sport have grown significantly amongst the masses. The Indian women’s cricket team has shown their talent and potential at the international level, including reaching the final of the 2017 ICC Women’s World Cup.

The growing interest and support for the sport have created an excellent opportunity for companies to invest in this market and to be a part of its growth and success. With the launch of the Women’s T20 Challenge in 2018 and the Women’ Premier League in 2023, there is no doubt that the women’s cricket market in India is set to become even more prominent.

While the men’s IPL remains the benchmark for cricket in India, there is tremendous potential for the WIPL to become a sought-after event in its own right. Companies that choose to invest in the WIPL can position themselves as pioneers in a growing market and can tap into the significant potential for revenue and brand exposure that it offers. It is essential to recognise the potential of this market and to take action to capitalise on the opportunity that it presents.

What is the impact of WPL on women’s cricket in India? How it will be a game-changer for women’s cricket?

The WPL is set to have a transformational impact on women’s cricket in India. The tournament’s launch is a significant milestone for the sport in the country, and it signals the start of a new era for women’s cricket. One of the most exciting impacts of WPL is the increased visibility it will bring to women's cricket. The tournament will provide a national platform for women cricketers to showcase their talent and skills, attracting a wider audience and inspiring young girls and women to take up the sport.

Apart from the significant investment and sponsorship opportunities that WPL will bring in, it will encourage the development of better infrastructure and training facilities for women’s cricket and create additional opportunities for players to develop their skills. Furthermore, the tournament is set to be a breeding ground for young talent. With a greater emphasis on developing homegrown players, WPL will help nurture a new generation of Indian women cricketers and give them valuable experience competing against top international players.

The impact of WPL extends beyond the cricket pitch, as it is set to inspire a cultural shift in the way women’s sports are viewed in India. The tournament’s success will help break down gender stereotypes and challenge traditional gender roles, empowering more women to pursue their dreams in the world of sports. It has the potential to create a more inclusive and equitable future for the sport, transforming the way it is played, perceived, and valued in the country.

How is it going to help women’s cricket build the cricket economy?

The WPL has the potential to be a game-changer for women’s cricket in India, not only in terms of its impact on the sport itself, but also on the broader cricket economy. The tournament is expected to generate significant interest from investors and sponsors looking to support women’s cricket in India, creating new revenue streams for the sport.

Moreover, the WPL will create new job opportunities, especially in the areas of management and promotion of the tournament. With more investment and sponsorship, there will be a need for professionals with various skills and expertise, ranging from marketing to operations and logistics.

Furthermore, the tournament will provide a platform for young players to develop their skills and potentially secure contracts with domestic and international teams. This will create a pipeline of talent, ensuring the sustainability of the sport in the long run. Overall, the WPL will help build a more sustainable cricket economy for women’s cricket in India. It will attract investment and sponsorship, create job opportunities, and provide a pathway for young talent, contributing to the continued growth and success of the sport.

What do you think will be the response from brands to the WPL?

Brands will respond positively to the WPL due to the growing interest in women’s cricket in India and the success of the women’s national team. The tournament presents a unique opportunity for brands to align with the sport and benefit from increased visibility and reach. With potential opportunities to sponsor teams, players, or the tournament itself, the WIPL has the potential to create new revenue streams for the sport and contribute to its continued growth and success.

What will be the brands’ strategies for engaging the growing female fan base?

To engage the growing female fan base, brands are expected to adopt strategies that resonate with their interests and values. These could include partnering with female athletes to promote their products and services, creating advertising campaigns that promote diversity and inclusion, offering exclusive experiences for female fans, and partnering with women-centric organisations.

One approach brands may take is collaborating with female athletes to connect with female fans. By sponsoring female athletes or featuring them in advertising campaigns, brands can leverage their popularity and influence to engage with female fans. Another strategy is to create advertising campaigns that showcase women of different ages, races, and backgrounds enjoying and participating in cricket. This can help to create a more welcoming environment for women in the sport and promote diversity and inclusion.

To build loyalty among female fans, brands may also offer exclusive experiences, such as meet-and-greets with players or access to behind-the-scenes content. This can help to create a sense of community and make female fans feel valued.

Brands may also partner with organisations that focus on women’s empowerment and gender equality to promote their products and services. By doing so, they can align their brand with values that resonate with female fans and create positive associations. By adopting similar approaches, brands can connect with fans, build loyalty, and contribute to the growth and success of women’s cricket in India.