Chandigarh, Nov 13: In a country where male superstars have long dominated sponsorship deals and public adoration, a quiet revolution has just begun. India’s women cricketers — led by Harmanpreet Kaur — have become the new faces of aspiration, success and brand power after their fairytale World Cup victory on home soil.
What began as a near-collapse after three consecutive defeats turned into one of sport’s greatest comeback stories. India stunned seven-time champions Australia in the semi-final, then defeated South Africa in the final at Navi Mumbai’s roaring DY Patil Stadium on November 2. The moment was more than just a sporting win — it was the birth of a new market.
Within days, captain Harmanpreet Kaur was signed as a brand ambassador for a major real estate group. Her teammates followed close behind. Harleen Deol’s light-hearted question to Prime Minister Modi about skincare at the felicitation event became the seed of a national advertising campaign by a cosmetics giant. And Jemimah Rodrigues’s muddy shirt — a mark of her spirited innings — was turned into a viral symbol by a detergent brand.
“It’s a watershed moment,” says Baseline Ventures’ Tuhin Mishra, whose agency represents four members of the World Cup-winning squad. “For the first time, these girls are household names. We are seeing a surge in offers across categories, and endorsement values are going up by 20-25% on average. For Smriti Mandhana, the jump is even higher.”
Mandhana’s reach — over 14 million followers across platforms — makes her a natural magnet for major brands. But experts say it’s the diversity of the deals that signals a real shift. “Women cricketers are now being signed by industries that were once the stronghold of men — mobile phones, cars, banking, even energy companies,” said Karan Yadav, Chief Commercial Officer of JSW Sports.
According to Yadav, the commercial rush started even before the final. “Once India defeated Australia in the semi-final, the momentum was unstoppable. We signed long-term partnerships for Rodrigues and Shafali Verma before the final even happened. The win just amplified it.”
For years, men’s cricket dominated every sponsorship graph, with Virat Kohli at the top. But the World Cup win has recalibrated those lines. “I see the number of deals doubling for all 15 players in the squad, not just the playing eleven,” Yadav said.
The new wave of recognition comes with a message of continuity. Mishra believes the key lies in nurturing the relationship beyond the trophy moment. “Brands must stay with these athletes over time,” he said. “Smriti, Richa, Shafali — they’ll play for another decade or more. This is just the beginning of their journey.”
For millions of young girls across India, the team’s triumph has redefined what is possible. And for the brands that once hesitated to invest in women’s sports, the scoreboard now speaks for itself — the game has changed forever.
