Copyright timesnownews
The Indian women's cricket team, after making history with their World Cup triumph, is now taking over the advertising world as their brand valuation soars. According to a PTI report, the market value of the team’s top performers is expected to rise by over 50%. Star players such as Smriti Mandhana, Shafali Verma, and Jemimah Rodrigues are likely to secure brand endorsement deals worth over Rs 1 crore each, according to the management firms representing them. Brands across sectors - from automobiles, banking, and FMCG to athleisure, lifestyle, beauty, personal care, and education - are reportedly lining up to sign India’s women cricketers as campaign faces. Tuhin Mishra, Managing Director and Co-founder of Baseline Ventures (which represents Smriti Mandhana, Richa Ghosh, and Radha Yadav), and Karan Yadav, Chief Commercial Officer of JSW Sports (which manages Shafali Verma and Jemimah Rodrigues), expressed strong optimism about the booming commercial prospects for women’s cricket in their responses to PTI. "We're seeing a steep jump: 2 times to 3 times in endorsement value for the top tier. Jemimah has moved from roughly Rs 60 lakh to Rs 1.5 crore+. Shafali has climbed from around Rs 40 lakh to Rs 1 crore+," Yadav said. "We are expecting anywhere between 25-55 per cent increase for the top players. For players who had standout moments in the World Cup, that number could potentially be higher," asserted Mishra. "We are also hopeful that this win really solidifies women's cricket in the commercial market, where brands look at long-term partnerships rather than short-term campaign bursts," he added. Yadav said the increased connect with fans, as evident from the explosion in their social media engagements, has also contributed to the rise in the players' brand value. "This isn't just because of the trophy. Their visibility, relevance, cultural reach, and audience engagement have exploded. You can see that in social metrics too." "Jemimah's following has doubled to 3.3M, and Shafali has grown by almost 50 per cent. The bigger shift is that brands now view them as year-round storytellers, not only cricket-season faces. So pricing is beginning to reflect that," he explained. Mishra said the women cricketers are now poised to break new ground by endorsing brands that were traditionally dominated by male players. "We're seeing interest across industries for women athletes in India like athleisure, lifestyle, beauty and personal care and education. But what's encouraging is that top women cricketers are now also entering spaces that were earlier considered male-dominated. "For example, Smriti has been associated with brands like Hyundai, Gulf Oil, SBI Bank, PNB MetLife etc which have traditionally been male dominated spaces/ industries, which shows that the market genuinely sees value in our women stars now," he said. Mandhana’s Star Power on the Rise Smriti Mandhana’s endorsement portfolio already boasts some of India’s biggest brands, and it’s only set to expand further. "Women cricketers today represent authenticity and ambition, and that resonates across both metro and tier-2/3 audiences. So the range of brands is actually quite wide now," said Tuhin Mishra, MD and Co-Founder of Baseline Ventures. "Some of the other long-term associations for Smriti over the years have been Rexona, Herbalife, Nike, SG, Nestle Maggi, Volini, etc. She has also been championing the cause of UNICEF for the last few years," Mishra added. From Promising to Mainstream: The New Face of Indian Sports Karan Yadav, Chief Commercial Officer of JSW Sports said the women’s success has changed how brands view female athletes. "The mix of performance, family audience appeal, and the larger message that they represent, which is ‘confidence, equality, and modern Indian womanhood,’ has made them attractive ambassadors," Yadav said. "Historically, fitness and sportswear led the way. Now we're seeing real demand from categories like banking and fintech, autos, beauty, travel, consumer tech, and digital-first brands," he added. Yadav said the World Cup win has shifted the players from “promising” to “mainstream.” "I don't think the idea is to replace male stars. The bigger opportunity is that the definition of star power is changing. It's now about authenticity, purpose, and cultural relevance, not just stats. If the current trajectory holds, women cricketers could command 20-25 per cent of total cricket endorsement value over the next few years. That's a real change," he predicted. Nation Rewards Its Champions The players, who recently met Prime Minister Narendra Modi and President Droupadi Murmu following their historic victory, continue to receive widespread recognition and rewards. Tata Motors has announced that all team members will receive the first lot of its upcoming Tata Sierra’s top model. "The Indian Women's Cricket Team has made the entire nation proud with their extraordinary performance and remarkable win. Their journey stands as a true testament to determination and the power of belief, qualities that inspire every Indian," said Shailesh Chandra, MD and CEO of Tata Motors. This comes on top of significant prize money from state governments and the BCCI’s Rs 51 crore reward fund for the team and support staff. (With input from PTI)
