WPL stakes its claim as cricket’s smartest media buy

MUMBAI: The Women’s Premier League is off and running, and advertisers are running with it. As the 2026 season unfolds, the WPL is rapidly cementing its position as one of the most efficient media properties in Indian sport. Broadcast ad rates are up more than 40 per cent year on year, crossing Rs 60,000 per 10 seconds on SD and HD television, yet buyers say the league continues to deliver standout value relative to its scale.

Media agency executives report that total broadcast ad revenues have already doubled over last season, even as the ICC men’s T20 World Cup follows close on the WPL’s heels in February. Rather than dampen demand, the crowded cricket calendar appears to be amplifying the league’s appeal.

The economics are compelling. Analysts peg viewership north of 200 to 250 million at a fraction of the average IPL media investment, making the WPL an attractive proposition for brands seeking reach without excess spend.

Digital demand is also accelerating. Connected TV inventory is trading at premiums of Rs 400 to 500 CPM, while mobile CPMs are holding at Rs 150 to 170. Advertisers are leaning into the momentum created by India’s women’s team following last year’s World Cup triumph. The India–South Africa final alone clocked a cumulative 446 million viewers, matching the men’s T20 World Cup 2024 final.

Broadcaster JioStar has lined up 15 sponsors this season, including SBI, Kingfisher packaged water, Kalyan Jewellers, TVS Eurogrip, VIDA and BHIM UPI, underlining the league’s growing commercial pull.

What is changing, say industry watchers, is the nature of brand engagement. Chintan Shah, senior vice-president at Sportz Interactive, describes the WPL as a high-ROI branding platform, citing a 150 per cent jump in TV ratings since launch and the rapid expansion of connected TV audiences. Viewership this season is expected to climb by at least 40 per cent, building on last year’s TV reach of 233 million, on par with the men’s Asia Cup.

Brand interest is deepening as the season progresses. Karan Yadav, chief commercial officer at JSW Sports, notes that enquiries are nearly double last year’s levels, with many 2025 partners returning. Premium partnerships are up 15 to 20 per cent, while multi-season deals have risen by around 33 per cent as brands opt for longer-term associations.

From the broadcaster’s perspective, the shift is structural. Anup Govindan, head of sports sales at JioStar, says women’s cricket has reached an inflection point. Advertiser engagement is moving from tactical, event-led buys to strategic, multi-event partnerships, with sectors such as BFSI, fintech, auto, EV, jewellery and AI joining traditional FMCG and consumer tech brands.

The bigger upside lies beyond core cricket fans. Prashant Joglekar of SportsBiznet points to first-time and casual viewers, who tend to be more receptive to advertising. A 10 to 20 per cent rise in these audiences, he says, could significantly lift returns for brands.

The task now is to sustain momentum through deeper fan engagement and grassroots investment. But as the WPL plays on, the market verdict is already forming. For advertisers, this is no longer an experiment. It is a smart, scalable bet that is paying off in real time.