20 Mar 2024

Tata Women’s Premier League (WPL) is more than just cricket. Investors are making a beeline to sponsor the event as they see this as a great investment opportunity and a unique branding tool.

WPL will make about Rs 125 crore in sponsorship revenues for BCCI along with its five teams. In 2023, it generated sponsorship revenue from WPL teams to the tune of Rs 15-20 crores, which is a 50% hike in the budgets that advertisers are ready to invest with the league and in the teams. Though the league’s scale is not as IPL , it is surely getting a lot of interest from advertisers. For instance, Kay Beauty, Katrina Kaif’s venture has invested in UP Warriorz this season, while cosmetics brand LoveChild by Masaba was with Mumbai Indians and Himalaya Wellness and Lotus Herbals had many ad campaigns during this season of WPL. Katrina believes that this will help women’s empowerment as sports is the best way to make an impact. Other than new entrants, Kajaria Ceramics, Vega Beauty, Puma, and Himalaya Face Care have renewed their contracts with RCB, while Galaxy Basmati Rice has renewed it with Delhi Capitals.

According to Harish Iyer, EVP, Media & Investment, Interactive Avenues, the WPL is an excellent platform for brands that are seeking to engage with women. Thus, there is a rise in digital sponsorship investments by many of the women-oriented brands. Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media, added that brands targeting female audiences find the WPL a unique portal to position their brand. Experts feel that this shift will lead to more marketing funds being allocated towards the WPL.

The future is bright for WPL with more brands and marketers participating in the event. This will cement WPL’s importance in the advertising world and also a brilliant way to promote women’s sports. With more teams being added in the future, Poulomi Roy, CMO, RSH Global notes that the ad spend on the event will increase.