Over 70 Brands Leveraged WPL 2024’s Reach: Report

The Women’s Premier League (WPL) 2024 season has seen significant growth in advertising and commercial interest, showcasing a shift in the landscape of women’s cricket. According to TAM Sports’ Commercial Advertising Report, the second season of the WPL has captured the attention of over 70 brands, demonstrating an increased commercial engagement.

Historically, women cricketers have often overshadowed their male counterparts on the global stage, a trend that continues with the WPL’s growing prominence. Notable figures like Belinda Clarke of Australia, who was the first double centurion in One Day International (ODI) cricket, have paved the way for the sport’s evolution.

The emergence of leagues such as the Women’s Big Bash League (WBBL) and WPL has dramatically reshaped the coverage and promotion of women’s cricket. These leagues have attracted substantial investments, as evidenced by Viacom 18’s $116 million deal before the WPL’s launch, underscoring the growing enthusiasm around women’s cricket.

The TAM Sports report highlights key advertising trends during the WPL 2024 season. Two-wheelers led the advertising categories with a 12% share of the total ad volumes. This was closely followed by sectors such as cars, retail outlets, wires and cables, and e-commerce. Within the two-wheelers category, Hero Motocorp stood out with a 9% share of the advertising pie, making its Hero Vida V1 the top advertised brand during the season.

The success of platforms like Female Cricket, the world’s first dedicated space for women’s cricket, further supports the increasing visibility and recognition of women cricketers. Such platforms strive to raise the profile of women’s cricket and its players, ensuring continued growth and engagement in the sport.

In conclusion, WPL 2024’s ability to attract significant advertising interest and the strategic moves by prominent brands indicate a promising future for women’s cricket. The league is not just a sporting event but a burgeoning commercial platform that continues to elevate the profile of women’s cricket globally.