Indian Women's Cricket on the Cusp of Growth

Strategic Insights -

With the ICC women's cricket World Cup set to kick off on September 20, Sanjog Gupta, the newly appointed CEO of the International Cricket Council (ICC), believes this tournament could be the catalyst for Indian women's cricket to take a significant leap forward. Building on the momentum of the Women's Premier League (WPL), which has seen a significant increase in viewership and brand interest, Gupta is optimistic that this tournament will inspire young women to take up the sport. With the decoupling of women's cricket events from men's games, the ICC is signaling that women's cricket is no longer an add-on, but a high-potential commercial product. Advertisers are taking notice, with categories such as FMCG, consumer durables, home décor, and jewelry expected to benefit from advertising during the World Cup.

Key Takeaways:

  • Sanjog Gupta, ICC CEO, predicts that the upcoming World Cup could be the turning point for Indian women's cricket.
  • The Women's Premier League (WPL) has seen significant growth, with 30 million TV viewers tuning in for the first game and a 15-20% increase in brand spending.
  • The ICC has announced that women's cricket events will have standalone sponsors, signaling a shift towards greater prominence for the sport.
  • Advertisers from categories such as FMCG, consumer durables, home décor, and jewelry are expected to benefit from advertising during the World Cup.
  • The match timing of 3 pm is considered a comfortable viewing window for women, attracting a younger audience.

Statistics:

  • 156 million viewers tuned in to watch India's women's cricket team in the 2017 World Cup.
  • 30 million TV viewers tuned in for the first game of the Women's Premier League (WPL).
  • Brand spending for the WPL increased by 15-20% this year compared to last season.
  • 2017 World Cup was hailed as a pivotal moment for women's cricket.
  • India's women's cricket team has won a T20 series on English soil for the first time in recent months.

Sources:

  • Anurag Dahiya, ICC's Chief Commercial Officer, as quoted in ESPNcricinfo
  • Sajal Gupta, CEO of Kiaos Marketing, as quoted in ESPNcricinfo
  • IE Online Media Services Pvt. Ltd.
  • Contify.com