What a season it was for Women’s Premier League 2023. Cricket fans stood up on their feet and cheered for their favorite teams. We are again on the verge of another season. This season is going to be bigger and better. This season will be a landmark in itself as the craze has already begun and it’s just a few days away. The men’s IPL ushered a new era in cricket, revolutionizing the sport for fans, brands, and business magnates alike.Therefore, there’s every reason to believe that the women’s premier league will also be similar in scale and popularity.
The Board of Control for Cricket in India (BCCI) has unequivocally stated its commitment to equality within the sport by ensuring parity in match fees for both male and female cricketers. This significant step underscores the organization’s recognition of the immense talent and dedication exhibited by all players, regardless of gender.
With matches scheduled from Feb 23 to March 17, 2024, WPL 2024 is poised to be a game-changer in the world of sports because this tournament has the potential to not only reshape perceptions of cricket, traditionally seen as a male-dominated sport, but also to open new doors of opportunity for women cricketers. It’s not just about the game; it’s about breaking barriers, inspiring generations, and championing inclusivity in sports. WPL 2024 promises to be a pivotal moment, setting the stage for a more equitable and progressive future in cricket.
Empowering Women in Cricket
1. The Rise of the Women in Blue
The IPL revolutionized cricket, turning it into one of the most lucrative sporting ventures globally. However, while male players basked in newfound wealth and recognition, their female counterparts struggled to secure the spotlight they deserved. The introduction of a women’s league has the potential to transform the landscape, not just for India’s women cricketers but for the sport worldwide.
In recent years, the Indian women’s cricket team has notched up impressive victories, captivating audiences nationwide. The team’s success has garnered widespread attention, with fans rallying behind the Women In Blue on social media and beyond. The excitement is at its peak as the opening match of the Women’s Premier League (WPL) at M.Chinnaswamy Stadium, Bengaluru is just a few days away. Bangalore is known for its knowledgeable crowd where a good game gets a lot of appreciation.
The burgeoning popularity of women’s cricket has also transcended national boundaries, with players like Shafali Varma, and Richa Ghosh showcased their talents in overseas leagues such as the Women’s Big Bash League. This trend is not new; the BCCI’s women’s committee paved the way for Indian cricketers to participate in leagues abroad back in 2016. Stars like Smriti Mandhana and Jemimah Rodrigues have also made their mark in international leagues like the Women’s Hundred. This year, Kashvee Gautam, Vrinda Dinesh broke the banks and got picked up by Gujarat Giants and UP Warriorz. Foreign players like Australia’s Annabel Sutherland emerged as the most expensive buy in the auction, after she went to Delhi Capitals for a sum of Rs 2 Crore.
As we look ahead to 2024, the Women’s Premier League promises to further elevate the status of women’s cricket in India and beyond. With increasing recognition, opportunities, and fan support, the women in blue are poised to make an indelible mark on the global cricketing stage, breaking boundaries and inspiring future generations of female cricketers.
2. Recognition in World Cricket
Furthermore, the trend of Indian stars making waves in international leagues continues in 2024. Notably, Smriti Mandhana and Jemimah Rodrigues are big names who are part of the Women’s Hundred. Their presence in these leagues not only underscores their individual prowess but also highlights the increasing recognition and demand for Indian talent on the global stage.
As we witness Indian women cricketers making their mark in various international leagues, it is evident that they are not just competing but excelling at the highest level. This trend not only enhances the reputation of Indian women’s cricket but also serves as an inspiration for aspiring young cricketers, reaffirming the growing significance of women’s cricket on the world stage.
3. Women Players Dominating the Ad World
The ICC Women’s T20 World Cup 2023 has shattered records, boasting the highest-ever viewing hours for the event, with an astonishing 192 Million viewers tuning in. This represents a remarkable 44% increase from the viewership recorded during the 2020 World Cup. The surge in interest and engagement underscores the growing popularity and significance of women’s cricket on the global stage. As the momentum continues to build, it’s evident that women’s cricket is capturing the hearts and minds of fans worldwide, solidifying its position as a powerhouse in the sporting landscape.
In India, there was a notable surge in engagement, with total live viewing hours across linear TV and digital platforms witnessing a remarkable 57% increase compared to 2020, despite India not making it to the final. Among the standout moments, the most-watched game in India was the group stage fixture against Pakistan, which garnered an impressive combined total of 32.8 million live viewing hours across the Star Sports network and Disney+ Hotstar. This surge in viewership highlights the unwavering passion and enthusiasm of Indian fans for cricket, reaffirming the sport’s status as a national obsession and a source of unparalleled excitement and entertainment.
The question remains: Do female cricket players receive the same level of stardom and recognition as their male counterparts?
The answer, perhaps, is a mix of yes and no. While there’s still ground to cover in achieving parity, significant progress has undoubtedly been made, signaling a shift in the right direction. In recent times, female cricketers have been securing lucrative sponsorships and endorsements, indicative of the growing recognition and value attributed to their talent.
With the advent of the Women’s Premier League (WPL) in 2024, this upward trajectory in popularity is expected to soar even higher. Each member of the Indian cricket team is poised to garner greater visibility and acclaim, potentially attaining the coveted ‘celebrity’ status in the realm of sports. As the spotlight continues to shine brighter on women’s cricket, the ad world is witnessing a remarkable transformation, with female players increasingly asserting their dominance and influence in the industry.
Hyundai
MadRabbit
Body Shop
Gulf Oil
ICC Women’s T20 WC
The Benefits of Advertising in the Women’s Premier League
The debut season of the Women’s Premier League witnessed resounding success, featuring electrifying games played under floodlights and amidst enthusiastic crowds, culminating in a packed stadium for the thrilling final. Big money set to dive into women’s cricket, says Harmanpreet Kaur(Source Economic Times)
The advantages of the tournament are evident, with India clinching gold in the Asian Games, underscoring the caliber of talent showcased. Additionally, the event provided a glimpse into the substantial viewership potential of women’s cricket, drawing significant interest from sponsors hence bringing the opportunity to advertise in the Women’s Premier League. Equally noteworthy are the financial rewards that such tournaments offer to the players, recognizing their contributions and dedication to the sport.
1. Immense Potential
Experts believe that the Women’s IPL T20 has the potential to emulate the success and widespread popularity of the men’s IPL tournament. It’s undeniable that women’s cricket in India has made significant strides over the past five years, and the introduction of the Women’s T20 IPL is poised to provide a significant boost to our Women in Blue. Furthermore, the Indian women’s cricket team’s outstanding performance has been commendable, inspiring other young players to excel in the world of cricket. We all remember the Cred campaign which launched a few seasons ago and took us by a storm. What a strategy that was to let all of us know what Cred is!
2. Positive Association
Women’s Premier League 2024 is going to be huge as it is commencing with the multi city format for the first time which is going to open a lot of options in terms of viewership in ground and with that more people coming to stadiums. This season is set to be broadcasted Via JioCinema in digital format and Sports18 for the TV format. Last season saw a great hype by the brands to advertise themselves in WPL as it is a market where they can directly reach out to the feminine consumers.
3. Fantastic chance for small brands and startups
This is a great opportunity for SMBs and startups to come out and build their brand name around the country and globe as WPL is one of the most aggressively spreading sporting tournaments around the world. The viewership of the tournament is increasing significantly.
Advantages of participating in WPL for businesses is the relatively lower barrier to entry, allowing for rapid market reach, particularly for brands and startups that are less than a year old. With a minimum advertising billing of 5 Lakhs on the JioCinema app for the Women’s Premier League, it presents an excellent opportunity for small and medium-sized businesses to delve into the realm of sports marketing.
4. Position your brand as socially conscious and forward-thinking
In addition to the anticipated viewership and popularity expected by JioCinema and Sports18 from the Women’s Premier League, one thing is certain, it marks a revolutionary milestone in the realm of women’s cricket. Therefore, it presents an excellent opportunity for brands to align themselves with WPL and be acknowledged as supporters of female cricket players.
During the 2013 IPL season, The Muthoot Group has unveiled its latest Corporate Social Responsibility (CSR) campaign, comprising three distinct initiatives. Which included ‘Rs 6000 for every 6 and Rs 4000 for every 4’, ‘Golden Bat and Wishing Ball’, and ‘Muthoot Dus ki Toli’. Each initiative is specifically aimed at supporting the education of underprivileged children across the nation. These kinds of initiatives make your brand more visible in the eyes of the audience. The small strategies often work better than thoughtful ideas can’t.
5. Countdown to Match Day: Essential Details for the Upcoming WPL Games
Viacom18 secured the media rights for the WPL for a whopping Rs 951 crore, equivalent to Rs 7.09 crore per match, spanning the period from 2023 to 2027. This acquisition cost represents a mere fraction, one-fiftieth to be precise, of the amount the men’s IPL rights were sold for.
According to experts, the Women’s Premier League is growing rapidly. Even though it’s just the 2nd season, the tournament is expected to attract significant viewership.The ICC Women’s T20 World Cup saw a viewership of 192 Million with a 44% increase from the previously hosted ICC Women’s Tournaments. From this perspective, the WPL presents a valuable opportunity for the platform’s growth.
For the upcoming second season of the WPL, there is anticipation of increased sponsorship involvement.This is fueled by the recognition from various brands, both internationally and domestically, who have identified the immense potential and opportunities for expansion within women’s cricket and sports as a whole. The inaugural TATA Women’s Premier League (WPL) wrapped up on March 26, 2023, drawing significant attendance at the DY Patil Stadium for the final match. However, industry insiders noted a subdued response in terms of television viewership. Reports state that this season it will be solved and there will be prominent growth in TV viewership as well.Conversely, digital platforms painted a contrasting picture. JioCinema, the official digital streaming partner, reported impressive metrics, with Viacom18 Sports revealing that viewers spent over 50 minutes per match on average, marking a substantial watch-time per user.
What You Should Look Out For in WPL 2024?
Participating Countries
Featuring an impressive squad, the second season of the Women’s Premier League promises excitement, boasting players hailing from eight different countries.
- India
- New Zealand
- Australia
- South Africa
- West Indies
- Scotland
- England
- Sri Lanka
Targeting Options
1. Geographic Location
Location targeting involves using geographic location as the primary determinant for marketing efforts. By segmenting the consumer market based on location, marketers can effectively reach smaller, more manageable audience segments.
- JioCinema offers several location targeting options for the Women’s Premier League:
- Nationwide targeting across India
- Nationwide targeting across Hindi Speaking Markets (HSM) excluding Southern states
- Targeting the top 6 metro cities
- Targeting the top 10 metro cities
- Targeting towns with a population of over 1 million
- Targeting specific Southern states
2. Age
Age targeting allows advertisers to tailor their advertisements to specific age groups, ensuring they reach their target audience effectively.
JioCinema facilitates age-based targeting options:
- Targeting audiences aged 30 and above
- Targeting audiences below the age of 30
3. Device
Device targeting enables advertisers to tailor their ads based on the devices used by their target audience.This feature allows for the creation of mobile-only campaigns, customized ad variations for tablets, and different bidding strategies for desktop ad groups.
Schedule for Women’s Premier League 2024
Women’s Premier League starts from Feb 23rd 2024 and the final will be hosted on 17th March 2024.
| Administrator(s) | Board of Control for Cricket in India (BCCI) |
| Cricket format | Twenty20 |
| Tournament format | Round robin and playoffs |
| Host | India |
| Participants | 5 |
| Matches | 22 T20s |
| Website | WPLT20.com |
Women’s Premier League 2024 Venue
All the matches of WPL 2024 tournament will be played at M.Chinnaswamy Stadium, Bengaluru (33,800 capacity) and Arun Jaitley Stadium, Delhi (35,200 capacity).
Women’s Premier League 2024 Teams
- Gujarat Giants
- Royal Challengers Bangalore Woman
- Delhi Capital Woman
- Mumbai Indians Woman
- UP Warriorz
Women’s Premier League Broadcasting
- Sports18- TV
- JioCinema app- Digital
Auction Highlights of Women’s Premier League 2024
The recent Women’s Premier League (WPL) auction in Mumbai marked a significant event, with a total of 165 players, including 61 from overseas, going under the hammer. Out of the available slots, 30 were open for selection, including nine reserved for international players, for the upcoming WPL 2024 season.
One of the standout moments of the auction was Gujarat Giants securing the services of Australia’s Phoebe Litchfield for INR 1 crore, making her the inaugural pick of the auction. Meanwhile, Delhi Capitals (DC) made a bold move by acquiring Australian standout Annabel Sutherland for a hefty sum of INR 2 crore, underlining their determination to bolster their squad for the upcoming season.
Despite high expectations, notable players like West Indies’ Deandra Dottin and Ireland’s Kim Garth remained unsold at the mini-auction. However, Gujarat Giants made headlines by splurging INR 2 crore to secure the promising Indian talent Kashvee Gautam, setting a new record for the highest bid on an uncapped player in WPL history.
With a substantial budget of INR 5.95 crores, Gujarat Giants aimed to revamp their squad after a disappointing previous season. In contrast, defending champions Mumbai Indians (MI) had a more modest budget of INR 2.1 crores, acquiring South Africa’s Shabnim Ismail for INR 1.2 crore. The auction also witnessed notable signings such as Sophie Molineux by RCB and Vrinda Dinesh by UP Warriorz. There were many other notable players who could not get a place in editions of WPL.
In conclusion, the WPL 2024 mini-auction in Mumbai showcased several high-profile signings, with players like Annabel Sutherland, Kashvee Gautam, and Shabnim Ismail commanding substantial bids, signaling the growing excitement and competitiveness in women’s cricket.
Teams in WPL 2024
Royal Challengers Bangalore
| Player Name | Country | Role | Price (in INR) |
| Ekta Bisht | India | Bowler | 60 lakh |
| Georgia Wareham | Australia | All-rounder | 40 lakh |
| Kate Cross | England | Bowler | 30 lakh |
| Sabbineni Meghana | India | All-rounder | 30 lakh |
| Simran Bahadur | India | Bowler | 30 lakh |
| Sophie Molineux | Australia | All-rounder | 30 lakh |
| Shubha Satheesh | India | All-rounder | 10 lakh |
| Smriti Mandhana | India | Batter | 3.4 crore |
| Richa Ghosh | India | Wicketkeeper | 1.9 crore |
| Asha Shobana | India | All-rounder | 10 lakh |
| Disha Kasat | India | All-rounder | 10 lakh |
| Ellyse Perry | Australia | All-rounder | 1.7 crore |
| Heather Knight | England | All-rounder | 40 lakh |
| Indrani Roy | India | All-rounder | 10 lakh |
| Kanika Ahuja | India | All-rounder | 35 lakh |
| Shreyanka Patil | India | All-rounder | 10 lakh |
| Sophie Devine | New Zealand | All-rounder | 50 lakh |
| Renuka Thakur Singh | India | Bowler | 1.5 crore |
2. UP Warriorz
| Player | Country | Role | Price (INR) |
| Danni Wyatt | England | Batter | 30 lakh |
| Vrinda Dinesh | India | Batter | 1.3 crore |
| Shweta Sehrawat | India | Batter | 40 lakh |
| Kiran Navgire | India | Batter | 30 lakh |
| Tahlia McGrath | Australia | All-rounder | 1.4 crore |
| Grace Harris | Australia | All-rounder | 75 lakh |
| Deepti Sharma | India | All-rounder | 2.6 crore |
| Poonam Khemnar | India | All-rounder | 10 lakh |
| Saima Thakor | India | All-rounder | 10 lakh |
| Alyssa Healy | Australia | Wicket-keeper | 70 lakh |
| Laxmi Yadav | India | Wicket-keeper | 10 lakh |
| Sophie Ecclestone | England | Spin bowler | 1.8 crore |
| Rajeshwari Gayakwad | India | Spin bowler | 40 lakh |
| Gouher Sultana | India | Spin Bowler | 30 lakh |
| Parshavi Chopra | India | Spin bowler | 10 lakh |
| Lauren Bell | England | Pace bowler | 30 lakh |
| Anjali Sarvani | India | Pace bowler | 55 lakh |
| Soppadhandi Yashasri | India | Pace bowler | 10 lakh |
3. Gujarat Giants
| Player Name | Country | Role | Price (in INR) |
| Kashvee Gautam | India | All-rounder | 2 crore |
| Phoebe Litchfield | Australia | Batter | 1 crore |
| Meghna Singh | India | All-rounder | 30 lakh |
| Lauren Cheatle | Australia | Bowler | 30 lakh |
| Veda Krishnamurthy | India | Batter | 30 lakh |
| Priya Mishra | India | Bowler | 20 lakh |
| Trisha Poojitha | India | Batter | 10 lakh |
| Kathryn Bryce | Scotland | All-rounder | 10 lakh |
| Mannat Kashyap | India | All-rounder | 10 lakh |
| Tarannum Pathan | India | All-rounder | 10 lakh |
| Ashleigh Gardner | Australia | All-rounder | 3.2 crore |
| Dayalan Hemalatha | India | All-rounder | 30 lakh |
| Harleen Deol | India | All-rounder | 40 lakh |
| Sneh Rana | India | All-rounder | 75 lakh |
| Tanuja Kanwer | India | All-rounder | 50 lakh |
| Laura Wolvaardt | South Africa | Batter | 30 lakh |
| Beth Mooney | Australia | Wicketkeeper | 2 crore |
| Shabnam Shakil | India | All-rounder | 10 lakh |
4. Delhi Capitals
| Player name | Role | Price (₹) | Country |
| Meg Lanning | Batter | ₹1.10 crore | Australia |
| Shafali Verma | Batter | ₹2.00 crore | India |
| Jemimah Rodrigues | Batter | ₹2.20 crore | India |
| Alice Capsey | Batter | ₹75 lakh | England |
| Laura Harris | Batter | ₹45 lakh | Australia |
| Minnu Mani | All-rounder | ₹30 lakh | India |
| Taniya Bhatia | Wicket-keeper | ₹30 lakh | India |
| Aparna Mondal | Wicket-keeper | ₹10 lakh | Australia |
| Marizanne Kapp | All-rounder | ₹1.50 crore | South Africa |
| Shikha Pandey | All-rounder | ₹60 lakhs | India |
| Annabel Sutherland | All-rounder | ₹2 crore | India |
| Radha Yadav | Bowler | ₹40 lakh | India |
| Titas Sadhu | Bowler | ₹25 lakh | India |
| Poonam Yadav | Bowler | ₹30 lakh | India |
| Jess Jonassen | Bowler | ₹50 lakh | Australia |
| Arundhati Reddy | Bowler | ₹30 lakh | India |
| Sneha Deepthi | Bowler | ₹30 lakh | India |
| Ashwani Kumari | All-rounder | ₹10 lakh | India |
5. Mumbai Indians
| Player name | Role | Price (₹) | Country |
| Harmanpreet Kaur | Batter | ₹1.80 crore | India |
| Yastika Bhatia | Batter | ₹1.50 crore | England |
| Amelia Kerr | All-rounder | ₹1.00 crore | New Zealand |
| Nat Sciver-Brunt | All-rounder | ₹3.20 crore | India |
| Pooja Vastrakar | All-rounder | ₹1.90 crore | India |
| Isabelle Wong | All-rounder | ₹30 lakh | England |
| Amanjot Kaur | All-rounder | ₹50 lakh | India |
| Saika Ishaque | Bowler | ₹10 lakh | India |
| Hayley Matthews | All-rounder | ₹40 lakh | West Indies |
| Chloe Tryon | All-rounder | ₹30 lakhs | South Africa |
| Humairaa Khazi | All-rounder | ₹10 lakh | India |
| Priyanka Bala | All-rounder | ₹20 lakh | India |
| Jintimani Kalita | All-rounder | ₹10 lakh | India |
| Shabnim Ismail | Bowler | ₹1.20 crore | South Africa |
| Amandeep Kaur | All-rounder | ₹50 lakh | India |
| S Sajana | All-rounder | ₹15 lakh | India |
| Fatima Jaffer | Bowler | ₹10 lakh | India |
| Keerthana Balakrishnan | All-rounder | ₹10 lakh | India |
WPL Media Rights 2024
1. JioCinema: The Digital Streaming Hub
With the IPL being a prominent league, marketers have a plethora of opportunities to leverage. Additionally, an intriguing fact is that the recent edition of the men’s IPL attracted over 190 million female viewers in the country, when both live broadcast and on-demand viewing were taken into account. Moreover, as sporting events transcend gender boundaries, broadcasters will leverage all available resources to promote matches and enhance viewership for the Women’s Premier League.
Media Opportunities for the Women’s Premier League on JioCinema
Advertisers have a unique opportunity to capitalize on the various ad options available (mentioned below) for the Women’s Premier League (WPL) 2024. Leveraging these options effectively can significantly enhance visibility and engagement with the brand’s target audience.
Pre-Roll Video Ads
Pre-roll video ads, typically lasting 5-10 seconds, are non-skippable advertisements shown before the commencement of live game streaming. While they may not have the same level of impact as mid-roll ads, they often yield a higher Click-Through Rate (CTR) due to their placement. Pre-roll video ads offer two levels of targeting, providing advertisers with opportunities to reach specific audiences effectively.
Featured Cards
Featured Cards are streamlined banners designed to showcase brand logos and messages effectively.
Options for Featured Cards include:
- Super 4’s
- Fall of Wickets
- Super Saves
- Player Specific Moments
- DRS(Decision Review System)
- Milestones
VOD (Video-on-Demand)
Video on Demand, often abbreviated as VOD, is a widely favored option for IPL enthusiasts and cricket fans. It offers highlights of matches, making it highly sought-after among viewers. Audiences have the opportunity to relive the exciting moments of the game either after or during the match, adding to the overall experience of enjoying cricket content.
Masthead
A web banner, commonly referred to as a banner ad, is a type of advertising material visible on websites or mobile apps. These ads mainly consist of images, sometimes incorporating multimedia components such as .png, .jpg, or .gif files. In contrast, masthead banners are prominently positioned at the homepage’s top on a platform for an entire day. They possess the capability to appear on both the platform’s app and website interfaces.
2. Sports 18- Official TV Broadcaster
Viacom18 won the rights, which include global television as well as digital rights, which were acquired for INR9.51 billion ($116.4 million) with each match valued at $868,000. The advertising options available for advertisers are:
1. Studio Title Sponsorship
Studio title sponsorship entails a brand or company’s financial backing of a studio used for broadcasting or producing content, gaining prominent exposure.
2. Sponsored Segments
Sponsored segments is featuring brand-supported content, enhancing engagement and visibility with tailored messaging and product placements.
3. In Show Product Integration
“In show product integration” refers to the strategic placement or incorporation of a brand’s products or services directly into the content of a television show or other media, seamlessly blending marketing with entertainment.
Case Studies of Using Specific Targeting Options in WPL
1. Targeting Southern States: Pothys
About the brand: Pothys is a chain of textile showrooms in South India. Originally they exclusively sold silk sarees, but today they have expanded their brands to all types of garments.
Reason to select the targeting option: Pothys specialises in silk sarees which is particularly very popular in the Southern part of India. Women in southern states prefer silk sarees for festive, or special occasions. Considering WPL will attract significant female viewership, targeting the Southern States region like Tamil Nadu, Kerala, Andhra Pradesh/Telangana, and Karnataka can help the brand to reach out to the audience in target geographies only.
2. Targeting Metro Cities: Giva
About the brand: GIVA Jewellery is an online luxury goods and jewellery platform for affordable silver jewellery and accessories.
Reason to select the targeting option: GIVA Jewellery’s target market is urban working women since it’s an online luxury brand. In fact the message and narrative chosen by the brand is aimed at women belonging to the urban metro cities aka premium audience. Women’s Premier League is expected to attract a lot of women belonging to metro cities who may or may not be cricket enthusiasts but would watch it for the ‘women in blue’. Targeting metro cities for GIVA can help it to reach out to audiences based in metro cities.
Advertise in Women’s Premier League with The Media Ant
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With their expertise in sports advertising, proven results, creative solutions, strategic planning, and data-driven approach, brands can be confident that they are in good hands with this agency. Whether you are looking to reach a large and diverse audience or connect with fans in a memorable way, The Media Ant has the expertise and experience to help you achieve your goals.
