The Most Undervalued Audience in India: A Marketer's Guide to Female Cricket Fans
- Zupotsu Marketing Team
- Jul 10
- 4 min read
Imagine being at a Tanishq marketing meeting in 2020 when someone suggests sponsoring women's cricket. "Our customers don't watch sports," might have been the response. Yet today, Mia by Tanishq proudly partners with Royal Challengers Bengaluru in the Women's Premier League, reaching audiences that their traditional marketing channels never could.
For decades, cricket in India has been marketed as if women didn't exist—from advertisements featuring men bonding over matches to stadium facilities designed primarily for male fans. The sport's narrative, both on and off the field, remained stubbornly masculine despite women's international participation since the 1970s.
Today, that narrative is changing rapidly. The launch of the Women's Premier League has sparked a surge in interest, with matches attracting thousands of enthusiastic fans. In the inaugural 2023 season, the BCCI took a groundbreaking step by offering free entry to women on a first-come-first-serve basis, alongside reserved stadium sections exclusively for female spectators. This strategic move not only boosted attendance but also sent a powerful message about inclusivity and the growing commercial potential of women's cricket in India.
The Numbers Don't Lie: A Powerful Audience Emerges
Over 40% of IPL viewers are now women—a statistic that should make every sports marketer in India reassess their strategies. The 2024 Women's Premier League saw a remarkable 23% growth in female engagement compared to its inaugural season. According to the studies, online searches for women's cricket in India skyrocketed by 103% from November 2023 to October 2024.
This isn't just passive viewing. The WPL ecosystem's business enterprise value climbed 7% to $160 million in 2024, while the 2023 Women's T20 World Cup drew 254 million viewers—a staggering 57% jump from previous tournaments.
How Women Watch Cricket: It's Not Just About the Scoreboard
Female cricket fans often engage with the sport through emotional narratives, player stories, and team loyalty, reflecting a connection that goes beyond traditional statistics. Research shows that women’s cricket teams, such as Australia’s, enjoy some of the highest emotional connection scores among sports teams, highlighting values like pride, trust, and enjoyment that resonate deeply with fans.
The Women’s Premier League (WPL) reached 350 million viewers in 2024, with projections of 400 million in 2025 and a 30% increase in female viewership. Social media platforms such as Instagram and YouTube have become key channels for sharing these stories and fostering inclusive, family-friendly spaces that resonate with female fans. This growing emotional and social engagement is transforming how women watch and connect with cricket today.
Brand Pioneers: Who's Already in the Game?
While most brands are still warming up in the dugout, a few forward-thinking players have taken the field:
Mia by Tanishq: Their RCB sponsorship has introduced the jewellery brand to cities where it was previously unknown. "It's taken us to places our regular marketing channels couldn't reach," says Sampurna Rakshit, head of marketing.
Dream11: Their WPL-specific content strategy acknowledges the unique way women engage with fantasy sports.
Gulf Oil: Breaking category stereotypes by appointing Smriti Mandhana as brand ambassador alongside MS Dhoni.
Nike: Creating "Play New" narratives that celebrate female athletes' journeys.
Winning Moves: How Brands Can Connect with Women Cricket Fans
For marketers looking to connect with India's female cricket fans, here's your playbook:
Share authentic player stories:
Female fans crave narratives that go beyond the scoreboard. Highlight the journeys of women cricketers—their struggles, triumphs, and personalities. Authentic storytelling fosters emotional connections and inspires a sense of fandom. Hyundai’s “The Drive Within” campaign does this brilliantly by showcasing women cricketers like Shafali Verma, highlighting her dedication with the memorable line, “Papa ji baal kaat do, balla chalana hai.” This authentic glimpse into her fearless spirit and family support inspires fans and deepens engagement, proving how personal stories resonate powerfully with India’s female cricket audience.
Build inclusive communities:
Create fandom ecosystems led by women creators and superfans. Inclusive spaces foster conversations, celebrations, and shared experiences that deepen engagement and promote a sense of community.
Tata Capital’s “Game Bolega” campaign for WPL Season 3 exemplifies this by utilizing a rap anthem, behind-the-scenes content, and social media contests to create an engaging and inclusive space where female fans can actively connect and celebrate women’s cricket.
Use platform-native formats:
Use Instagram Reels, WhatsApp sticker packs, YouTube polls, and mobile-first contests to meet female fans where they spend their digital time. These interactive formats encourage sharing and participation.
Relispray’s collaboration with Smriti Mandhana is a great example. Smriti shared an Instagram Reel showing how she uses the Relispray Injury Management Kit for quick relief during intense training and matches. This authentic, relatable reel utilizes Instagram’s native format to engage fans by showcasing genuine athlete moments, fostering trust and encouraging organic sharing.
Design family-inclusive campaigns:
Position cricket as a family event, not just a male ritual. Celebrate moments that bring families and friends together—featuring female commentators and influencers to make the experience relatable and welcoming.
Dream11’s “Poora Fan Bano” campaign features men’s captain Rohit Sharma, women’s captain Harmanpreet Kaur, star batters Smriti Mandhana and Jemimah Rodrigues, along with digital creators like comedian Aakash Gupta. Through humorous skits, it highlights that true cricket fans (“Poora Fans”) support both men’s and women’s teams. The campaign’s relatable content struck a chord nationwide, garnering over 94 million views and promoting cricket as a sport for the entire family to enjoy together.
Beyond the Boundary: The Larger Opportunity
Female cricket fans in India are no longer the overlooked audience—they are a powerful force reshaping sports marketing. With the ICC Women’s ODI World Cup 2025 scheduled later this year in India, brands have a unique chance to connect with millions through the inspiring stories of women athletes leading the charge on the global stage. Unilever has already paved the way as the first-ever exclusive commercial partner of ICC Women’s Cricket, championing women’s empowerment and visibility through brands like Rexona and Dove. This World Cup is more than a tournament—it’s a cultural milestone that celebrates female athleticism and inspires a new generation of fans.
Recognizing this shift, Zupotsu is dedicated to helping brands authentically engage India’s growing female cricket audience. Whether it’s crafting targeted campaigns around landmark events like the Women’s ODI World Cup or building vibrant fandom ecosystems, Zupotsu’s martech platform enables precise discovery, engagement, and evaluation of sports marketing assets. Partner with Zupotsu to create meaningful connections that go beyond traditional marketing and truly resonate with women cricket fans.
Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.
The female cricket fan has found her voice—are you ready to join the conversation?
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