Women Athletes on the Rise: New Marketing Opportunities for Brands in India

Every sports marketer in India knows the formula: Find the biggest male cricket star, pay the biggest endorsement fee, hope for the biggest ROI. It's worked for decades. It's also about to become the most expensive mistake you can make. Here's why the smartest brands are already pivoting to a completely different playing ground: women’s sports. 

Throughout 2025, we've watched women’s sports grow and endorsement deals climb, building toward what looks like a breakthrough year in 2026. Sports marketers ready to think beyond the usual playbook will find that Indian women athletes offer three compelling advantages that male-dominated sports simply can't provide. 

Authenticity: When consumers are getting savvier about brand messaging, women athletes bring something valuable: real connection. Their journeys through systemic challenges strike a chord with India's aspirational audiences, creating the kind of emotional ties that actually drive brand loyalty and purchasing decisions. 

Reach: Women's cricket events are connecting with audiences that traditional sports marketing often overlooks. Brands partnering with women athletes aren't just tapping into their direct fanbase—they're accessing demographic segments that have been largely ignored by sports marketing. 

Smart Economics Value: While endorsement fees for top male cricketers have reached astronomical levels, partnerships with emerging women athletes offer compelling returns. Brands can develop meaningful relationships with future stars while their commercial rates are still reasonable, setting up long-term partnerships that pay off over time. 

India's sports industry reached Rs. 16,633 crore in 2024, fueled by sponsorship and endorsements, but women's sports still account for a small slice of this market. Brands that spot this opportunity, when talented athletes want partnerships and audiences are hungry for fresh stories, will find themselves ahead of India's next wave in sports marketing. 

7 Women Athletes That Brands Need to Focus On 

Over the last year, women athletes have been reshaping brand partnerships across various sectors. 

Dalima Chhibber, the Indian professional footballer who plays as a defender for Kickstart and the Indian national team, represents the new generation of women's football in India. Her partnership with Vector X since 2019 shows how sportswear branding has evolved. Rather than being positioned as a secondary endorser, Chhibber has been central to Vector X's product development strategy, influencing design elements that address the specific performance needs of women athletes. This collaboration shows how women athletes are no longer just faces for campaigns but key partners in product innovation. 

Tarannum Pathan, a rising star in Indian athletics, has made her mark in the sprinting circuit. Her recent collaboration with Skechers Performance India takes this further. Her endorsement of the GO RUN shoes incorporates a smart twist to traditional partnerships, bringing in her professional insights into how the product enhances athletic performance. This partnership shows how technical product features can be authentically communicated through the expertise of women athletes. 

Renuka Singh Thakur, the Indian cricket team's fast bowler, has established herself as a key player in the national squad. Her involvement with Biba's "Strength Meets Style" campaign for International Women's Day 2024 bridged the gap between athletic performance and fashion. Running alongside her two-year partnership with Adidas (2023-2025), these complementary endorsements showcase how women athletes can simultaneously appeal to performance and lifestyle markets—a versatility that brands increasingly value. 

Shreyanka Patil, the right-arm off break bowler who plays for the Indian cricket team and Royal Challengers Bengaluru in the Women's Premier League, represents cricket's emerging talent. Her ambassadorship with BOBCARD in 2024 marks another important shift: financial institutions recognizing the influence of women athletes. This partnership shows how women in sports can effectively represent sectors traditionally dominated by male endorsers, opening new revenue streams for athletes and fresh marketing approaches for financial brands. 

Kachnar Chaudhary, known for her achievements in Indian athletics, has carved her niche in track and field events. Her partnership with Novology promoting Tinted Sunscreen as part of her training essentials reveals another expanding area. The beauty and skincare sector is increasingly turning to women athletes to represent products that blend performance functionality with everyday consumer needs. This partnership emphasizes authenticity—showcasing products actually used during training rather than purely cosmetic applications. 

Pooja Vastrakar, the fast bowler and all-rounder who represents India in international cricket, has become a crucial component of the Indian women's cricket team with her ability to contribute effectively with both bat and ball. 

Market Impact: Why Women Athletes Matters for Brands 

The rise of women athletes in marketing represents more than just diversification—it's a response to changing consumer preferences and expanding market opportunities: 

• Authentic representation: Today's consumers demand genuine connections between endorsers and products 

• Untapped audience engagement: Women's sports fans demonstrate stronger brand loyalty and higher engagement rates 

• Cross-demographic appeal: Women athletes increasingly attract diverse audiences across gender and age groups 

• Strong returns: Partnerships often deliver better results compared to more saturated men's sports marketing channels 

For esports marketers specifically, this trend offers valuable insights. As the gaming industry works to broaden its appeal and establish more inclusive brand positioning, partnerships with women athletes can provide blueprints for authentic engagement strategies that resonate beyond traditional gaming demographics. 

Capitalizing on the Momentum of Women’s Sports 

The rising prominence of women athletes in marketing represents one of the most significant shifts in sports endorsements this decade. The surge in viewership, combined with changing consumer preferences toward authentic representation, has created perfect conditions for marketing innovation. 

The partnerships highlighted from Zupotsu's ever-expanding catalog demonstrate that this isn't just about featuring women in campaigns—it's about developing collaborative, authentic relationships that leverage the unique perspectives and influence these athletes bring to the table. 

For brands looking to stay ahead of market trends, the message is clear: women athletes aren't just an alternative marketing channel—they represent the future of sports marketing with engagement potential that's only starting to be tapped. 

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.