Why Women's Premiere League could be a cash-cow for BCCI

Royal Challengers Bangalore sealed their maiden IPL triumph after a 16-year hiatus, but what's more riveting is the narrative behind this victory—women spearheaded their charge to glory. This win marks a monumental shift in the cricketing paradigm, especially for women's cricket in India.

The spotlight on women's cricket has intensified this year, with fervent crowds filling stadiums to cheer for their favorite teams. It all began with BCCI's groundbreaking announcement in October 2022, heralding the launch of the Women's Indian Premier League (WIPL).

Fast forward to March 2023, and the inaugural season of the Women's Premier League (WPL) unfolded, marking a historic milestone. The excitement continues to build as BCCI gears up for the second season starting on February 23, 2024.

The journey to recognition hasn't been without its hurdles. Despite an impressive viewership of 67.8 million for the first 14 matches, as per BARC data, it falls short in comparison to the mammoth reach of men's IPL, averaging over 400 million. However, women's cricket is gradually carving its niche in the hearts of fans.

Bhairav Shanth, co-founder at ITW Consulting says, “WPL viewership across rural viewers is very strong and regional languages saw robust viewership numbers, which is heartening. This means that the WPL has gained popularity among audiences which were not previously consumers of women’s sport. Women viewers have seen a growth compared to the IPL accounting for 47% of the viewership, compared with 43% in previous editions of the IPL (as per BARC insights). We can expect that digital viewership is around the same.”

Dhiraj Malhotra, CEO at Delhi Capitals, says “There is certainly a huge interest in women’s cricket as we have received a fantastic response for sponsorships. Though sponsors have been conservative, we believe we can demand more in terms of pricing as the league grows older. The tournament has certainly met our expectations from a financial standpoint, and has provided fantastic entertainment as well,” says Malhotra, pointing out that the league enabled the franchise to engage with both, female viewers and women-centric brands.

The financial backing for WPL speaks volumes about its potential. Viacom18 secured the media rights with a staggering bid of INR 951 crore for the period 2023-2027, highlighting a robust commitment to women's cricket's growth. Moreover, the league attracted over 35 sponsors, including prominent brands like Tata, CEAT, and Dream11.

“Women’s sport/cricket has never seen many brands betting big on it. This is largely driven by the lack of huge viewership numbers which everyone is used to and associate with when it comes to Men’s cricket. However, with the buzz around pay parity, more insights into Women’s cricket through expert commentators and better on-field performances, there could be hope in the sport bringing in newer viewers and thus higher viewership numbers, which could eventually help brands being more open to this opportunity. And this could take some time,” says Srinivas Rao, Chief Investment Officer, Wavemaker India.

The success of WPL transcends the commercial realm; the quality of play has garnered acclaim, surpassing expectations set by previous women's cricket tournaments. Players such as Harmanpreet Kaur and Smriti Mandhana are not only gaining recognition but also rivalling their male counterparts in popularity and endorsements.
However, challenges persist, with TV viewership lagging behind stadium attendance. Marketing strategies need refinement, with experts advocating for advanced planning and broader venue selection to enhance fan engagement.
Despite these hurdles, the trajectory of women's cricket in India is upward. As stated by Dhiraj Malhotra, CEO at Delhi Capitals, the inaugural season has laid a solid foundation for future growth, offering both entertainment and financial prospects.

The success of WPL extends beyond cricket, reflecting a broader societal shift towards gender equality and empowerment. As echoed by UNESCO, sports serve as a catalyst for social change, levelling the playing field and fostering inclusivity.

As we celebrate this triumph, it's evident that women's cricket in India has not only arrived but is poised to redefine the sporting landscape for generations to come.