India won the World Cup. Will that help our women in sport?

Core Insights - The Indian women's cricket team achieved a historic victory by winning their first Women's World Cup, leading to increased brand interest and endorsement opportunities for players [1][2]. Brand Engagement - JioHotstar reported 185 million cumulative viewers for the Women's World Cup final, matching the viewership of the previous year's Men's T20 World Cup final, indicating a significant interest in women's cricket [2]. - Following the victory, endorsement fees for some players have surged by 80-100%, with brands actively seeking partnerships with star players like Smriti Mandhana and Harmanpreet Kaur [2][3]. - Talent managers are optimistic yet cautious about the sustainability of this interest, as the future of women's cricket viewership and brand engagement remains uncertain [3][6]. Market Dynamics - The sports sponsorship market in India surpassed ₹16,600 crore in 2024, with over 85% allocated to male cricketers, highlighting the disparity in brand endorsements between male and female athletes [5]. - The shift in dynamics is evident as brands are now reaching out to talent managers, a reversal from the previous norm where managers sought brands [4]. Long-term Potential - For women's cricket to maintain its newfound visibility and brand value, consistent viewership and a busy sports calendar are essential [12]. - The success of individual athletes like Smriti Mandhana and Jemimah Rodrigues could lead to increased brand value, but sustained investment and broadcasting opportunities in women's sports are crucial [11][12]. Global Context - Internationally, women's sports are gaining traction, with a Deloitte report projecting a value of $2.35 billion for women's elite sports in 2023, driven by basketball and football [13]. - The growth of sponsorships for elite female athletes in other countries suggests a potential for similar trends in India, contingent on increased visibility and investment in women's sports [14]. Challenges Ahead - Despite the recent success, the Indian sports landscape remains predominantly male-dominated, and achieving greater brand value for women athletes will require ongoing efforts and strategic partnerships [15].