WPL 2025 Business Analysis: Marketing Strategies Behind the Growth

As the 3rd edition of the Women's Premier League (WPL) concludes with Mumbai Indians winning their second trophy, it can be safely concluded that the new kid on the block has taken the cricketing world by storm. The 2025 season possibly marked a watershed moment in its meteoric rise. With a staggering 47% increase in viewership compared to the previous year, WPL 2025 has solidified its position as a powerhouse in the global sports arena.  

This surge in popularity isn't just a stroke of luck; it's the result of meticulously crafted marketing strategies that have propelled the league to new heights.  

From groundbreaking digital campaigns to strategic partnerships, WPL 2025 has redefined what's possible in women's sports marketing. We'll examine the key factors driving this growth, including viewership trends, sponsorship impacts, and social media engagement.

Let’s jump in. 

WPL 2025 Viewership Trends and Audience Demographics 

The WPL's success isn't a fluke; it's built on a deep understanding of its audience. Gone are the days when women's sports were relegated to niche markets. The WPL has tapped into a diverse and passionate fanbase, spanning generations and demographics. By 2025, data reveals a significant surge in younger female viewers, a demographic that brands are clamoring to reach. 

• Youth Appeal: Social media metrics demonstrate a high engagement rate among Gen Z and millennials. This isn't just about watching the game; it's about connecting with the players, sharing memes, and participating in online discussions. 

• Family Entertainment: The WPL has successfully positioned itself as family-friendly entertainment, attracting viewers of all ages. This broad appeal translates to higher viewership numbers and increased brand visibility. 

• Regional Growth: The league's strategic expansion into new markets has broadened its reach, attracting fans from diverse cultural backgrounds. This regional focus is key to sustained growth. 

• Data Driven approach: Advanced analytics are used to understand viewership patterns, allowing for targeted marketing campaigns. We are seeing a high retention rate of viewers, which is a great sign of the league's  growth. 

Major Sponsorship Deals and Their Impact 

Sponsorships are the lifeblood of any sports league, and the WPL has attracted some of the biggest names in the business. By 2025, we're seeing a diverse portfolio of sponsors, ranging from financial institutions to FMCG giants, showcasing the league's broad appeal. 

1. Financial Powerhouses: 

• The presence of State Bank of India (SBI) and TATA Capital signifies the league's strong financial backing. SBI, a national banking giant, aligning with the key members in the WPL such as Smriti Mandhana demonstrates the mainstream acceptance of women's cricket. TATA Capital's involvement further solidifies this, showcasing the confidence of major financial entities in the league's growth. 

  
  

• The Association of Mutual Funds in India (AMFI) sponsorship is also noteworthy. It indicates that the WPL is attracting sponsors who are looking to reach a financially literate and growing audience, including a demographic of women who are increasingly involved in financial decision-making. 

Impact: These sponsorships bring not only financial stability but also a sense of trust and

credibility to the WPL. 

2. FMCG and Consumer Brands: 

• Amul (Gujarat Cooperative Milk Marketing Federation Limited), a household name in India, brings its mass appeal to the WPL. Their involvement signifies the league's potential to reach a vast consumer base. 

• Himalaya No.1 Facewash and Kajaria Ceramics also show the wide range of consumer brands that are seeing value in the WPL. 

• Black & White Ginger Ale and MSD Pharma further diversify the sponsor list. 

Impact: These sponsorships increase brand visibility among a diverse audience, enhancing brand recall and potential sales. 

3. Automotive and Industrial Giants: 

• TATA Motors and APAR Industries represent the involvement of major industrial players. TATA Motors, a well-known automotive brand, aligning with the WPL, expands the leagues reach. APAR Industries shows the leagues reach into the industrial sector. 

Impact: These sponsorships demonstrate the WPL's ability to attract sponsors from core industries, showcasing its broad market appeal and its ability to deliver value to a wide range of businesses. 

These partnerships have been instrumental in elevating the WPL brand beyond just a cricket league. The alignment with sponsors who share values of women's empowerment and technological innovation has created a synergy that resonates with the audience.  

The Future of Women’s Cricket for Brands 

As we look toward the future, particularly with India hosting the ICC Women's ODI World Cup later this year, brands have unprecedented opportunities to capitalize on the WPL's momentum. Here's how this success can be leveraged into forward-looking strategies: 

Cross-Tournament Narratives 

Brands can create compelling storylines that connect WPL performances to World Cup expectations, following star players' journeys from domestic competition to the international stage. This creates continuity in fan engagement across competitions. 

Local-to-Global Fan Development 

The WPL's domestic success provides a blueprint for global expansion. Brands can develop targeted international campaigns that introduce WPL stars to new markets, positioning them as heroes to watch during the World Cup. 

Legacy-Building Initiatives 

Forward-thinking brands will establish programs that extend beyond tournaments, creating pathways from grassroots cricket to WPL to international competition. 

Unlike some leagues that primarily target female audiences, WPL's marketing strategy has been notably inclusive, appealing to a broad demographic and positioning women's cricket as mainstream entertainment rather than a niche product. 

This unique strategy has not only set WPL apart but has also provided a blueprint for growth that other women's sports leagues are now looking to emulate. The league's success demonstrates that by combining innovative marketing with a strong commitment to social values, women's sports can achieve mainstream success and commercial viability. 

Conclusion 

The remarkable growth of WPL 2025 offers valuable insights for sports marketers and league organizers worldwide. By prioritizing digital engagement, fostering meaningful partnerships, and creating an inclusive brand narrative, WPL has not just grown its audience but has reshaped the landscape of women's sports marketing. 

As we look to the future, the strategies employed by WPL 2025 will undoubtedly influence how sports leagues approach fan engagement and brand building. The league's success serves as a testament to the power of innovative marketing in elevating women's sports to new heights of popularity and commercial success. 

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.