Women's Premier League 2025: A Game-Changer for Women's Sports and Brand Marketing

The third edition of the Women's Premier League (WPL) will continue the trend of redefining women's sports in India. With a staggering 103 million cumulative TV viewers tuning in for the 2024 season, the WPL has catapulted from a promising concept to an established phenomenon in just a couple of years. This remarkable growth not only symbolizes a new era for women's cricket but also addresses the long-standing issue of under representation of women in competitive sports and media. 

Historically, women's sports have struggled for equal footing in terms of viewership, sponsorship, and media coverage. The WPL 2025 presents a fresh opportunity for elevating women's sports in the mainstreams’ eye. In this blog, we explore the specifics of what made WPL the sensation it is today, and how it's not just changing the game on the field, but also in boardrooms and living rooms across the globe. 

Historical Development of Women's Premier League 

The roots of the Women's Premier League can be traced back to the inspiring performance of India's women's cricket team in the 2017 World Cup. Their journey to the final ignited a passion for women's cricket across the nation, sparking conversations about the need for a dedicated platform to nurture and showcase female cricketing talent. 

In response to this growing demand, the Board of Control for Cricket in India (BCCI) launched the Women's T20 Challenge in 2018. This tournament, initially featuring just a single exhibition match, was the precursor to what would eventually become the WPL. The success of this initiative paved the way for its expansion, culminating in the full-fledged launch of the Women's Premier League in 2023. The BCCI has implemented a robust framework to ensure fair play, maintain high standards of competition, and create a sustainable ecosystem for women's cricket. 

The 2025 edition marks a significant milestone in the league's evolution, with its expansion to four cities: Lucknow, Vadodara, Mumbai, and Bengaluru. This strategic selection of venues reflects a careful consideration of factors such as existing cricket infrastructure, potential for further growth, and most importantly, the presence of strong women's cricket fan bases. The addition of Vadodara and Lucknow to the more established Mumbai and Bengaluru takes the sports into new frontiers. These cities have historically been hotbeds for cricket talent, both male and female, and their inclusion in the WPL circuit is expected to further boost the league's popularity and reach. 

Financial Success and Investment in Women's Premier League 2025

The financial trajectory of the Women's Premier League has been nothing short of spectacular. Prior to its launch, the league attracted a staggering $572 million in investments, signaling strong investor confidence in its potential. This initial capital infusion laid a solid foundation for the league's growth and expansion. 

One of the most significant financial milestones came with the sale of media rights, which fetched an impressive $116 million. This deal not only ensured widespread visibility for the league but also provided a substantial revenue stream to support its operations and future growth. 

This high price is thanks to the viewership numbers for the Women's Premier League, which have been nothing short of phenomenal. The 2024 season has seen a surge in audience engagement, with the finals attracting an impressive 10 million viewers. This figure represents a significant leap from previous years and underscores the growing popularity of women's cricket. 

Even more telling is the cumulative TV viewership for the entire 2024 season, which reached a staggering 103 million. This number not only reflects the increasing reach of the league but also indicates a shift in viewer preferences towards women's sports. 

The financial success of the WPL is perhaps most evident in the rising player salaries. The average player price has seen a steady increase year-on-year, reflecting the growing value and recognition of female cricketers. This trend has not only attracted top international talent to the league but has also incentivized young Indian players to pursue cricket as a viable career option. 

Team budgets have also seen a significant boost, allowing franchises to invest in better training facilities, support staff, and talent development programs. This increased financial capacity has had a ripple effect, elevating the overall quality of cricket and the spectator experience. 

Success Factors Behind WPL 2025 

The success of the Women's Premier League 2025 can be attributed to several key factors. Firstly, the league has effectively used the reputation and infrastructure of the Indian Premier League (IPL), one of the most successful sports franchises globally. By aligning itself with the IPL brand, the WPL has benefited from existing fan bases, operational expertise, and commercial partnerships. 

The participation of established teams like Mumbai Indians and Royal Challengers Bangalore has lent credibility and star power to the league. These franchises bring with them a wealth of experience in running successful cricket teams and have helped elevate the overall standard of play and organization. 

Sponsor support has been another critical success factor. Major brands have recognized the potential of the WPL as a platform to reach diverse audiences and have invested heavily in team sponsorships, in-stadium advertising, and branded content. This financial backing has allowed the league to invest in player development, marketing, and infrastructure improvements. 

Player development stories have added a human element to the league's success narrative. Take, for instance, the journey of Shreyanka Patil. Starting as a relatively unknown player in the inaugural WPL season, Patil's performances in the league caught the attention of national selectors, leading to her debut for the Indian national team.  

Market Position and Opportunities for Sport Marketers and Brands 

The Women's Premier League has carved out a unique position in the global sports landscape. While it may not yet match the financial might of established leagues like the WNBA or Women's Super League (football), its rapid growth and engagement levels present unparalleled opportunities for marketers and brands. 

What's particularly noteworthy is WPL's ability to attract brands that traditionally stayed away from the Indian Premier League (IPL). Beauty and jewelry brands, which previously found limited audience connection in IPL, are now finding their sweet spot in WPL. A prime example is Mia by Tanishq, which has joined forces with Royal Challengers Bangalore's women's team as their principal sponsor. 

According to Karan Yadav, Chief Commercial Officer of JSW Sports, these partnerships are showing promising results. Industry insiders report that teams have experienced a 5-8%

growth in sponsorship revenues in just their second season, with brands like CarLelo, Tata Punch EV, and JBL joining the roster. 

For sports marketers, the WPL offers a chance to tap into a relatively unsaturated market. Unlike men's cricket, where brand spaces are often crowded and expensive, the women's league provides more accessible entry points for brands of various sizes. This presents an opportunity to build long-term associations with teams and players at a fraction of the cost of similar engagements in men's sports. 

Brands looking to engage with the WPL have the unique opportunity to be part of a movement that goes beyond sport. By aligning with the league, companies can demonstrate their commitment to gender equality and women's empowerment. This authentic engagement resonates strongly with consumers, particularly younger demographics who value brands that take a stand on social issues. 

The league also offers a new avenue for sports marketing beyond the traditional men's IPL. Brands that may have been priced out of the men's league now have an opportunity to reach cricket fans through the WPL. Moreover, the WPL's audience, while overlapping with traditional cricket fans, also includes new demographics, particularly women and young girls, offering brands access to previously untapped market segments. 

To leverage these opportunities effectively, brands need to focus on authenticity in their engagement. This means going beyond mere logo placements and developing campaigns that truly resonate with the spirit of women's empowerment that the WPL embodies. Successful brand engagements in the WPL have included initiatives that support grassroots women's cricket, spotlight player journeys, and create inclusive fan experiences. 

Conclusion 

The success of the Women's Premier League 2025 marks a significant milestone in the journey of women's sports. Its impact extends far beyond the boundaries of the cricket field, influencing societal perceptions, opening up new commercial avenues, and inspiring a generation of young women to pursue their sporting dreams. 

For the sports industry, the WPL's success demonstrates the untapped potential of women's sports. It serves as a blueprint for how leagues can be built and marketed to achieve both commercial success and social impact. The long-term benefits of this success are manifold – from creating more opportunities for female athletes to driving gender equality in sports governance and media representation. 

For brands looking to engage with this exciting new frontier in sports marketing, the key lies in authentic engagement. Successful strategies will go beyond traditional sponsorship models to create meaningful connections with the league's values and audience. This could involve supporting player development programs, creating content that highlights women's achievements in sports, or developing products and services that cater specifically to female athletes and fans. 

As we look to the future, the Women's Premier League stands as a testament to what can be achieved when talent is given the right platform. It challenges us to reimagine the possibilities in women's sports and invites brands to be part of a transformative journey. The WPL is not just changing the game; it's changing the entire playing field of sports marketing and gender representation in athletics. 

Zupotsu is a martech platform on a mission to ‘digitise’ sports marketing. Zupotsu enables the discovery, engagement and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Follow us on Linkedin and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.