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Tag: Women’s Cricket

  • ICC-Unilever sponsorship deal: a sign that women’s cricket has arrived

    ICC-Unilever sponsorship deal: a sign that women’s cricket has arrived

    MUMBAI: The International Cricket Council (ICC) has broken new ground by unbundling its sponsorship rights, securing Unilever as the first dedicated partner for women’s competitions, ICC chief commercial officer Anurag Dahiya told SportsPro. 

    In a deal announced on International Women’s Day, the consumer goods giant said it would promote its Rexona and Dove brands across all ICC women’s events over the next two years. The partnership covers the 2025 Women’s Cricket World Cup, Women’s T20 World Cup, U19 Women’s T20 World Cups and the inaugural Women’s Champions Trophy in 2027.

    Dahiya told SportsPro the move reflects the “standalone commercial value” of women’s cricket, with Unilever “jumping at” the opportunity to sponsor these tournaments.

    “Women’s cricket is no longer an add-on or a freebie attached to men’s cricket,” Dahiya said. “It’s a distinct product, has its own unique cultural resonance, commercial potential, and has its own ability to stand on its own.”

    Unilever’s existing involvement in women’s sport – including partnerships with WSL clubs Chelsea and Manchester City, plus sponsorship of this year’s UEFA Women’s Euro 2025 and the 2023 FIFA Women’s World Cup – “absolutely facilitated” discussions with the ICC.

    Beyond tournament branding, the partnership extends to digital initiatives, fan experiences and the ICC’s flag bearers programme. Unilever will also support Criiio festivals, grassroots events introducing women and girls worldwide to cricket.

    Dahiya confirmed that while the deal specifically covers women’s cricket, revenue won’t be ring fenced exclusively for the women’s game but added to central funding.

    “If you restricted women’s cricket to only revenue they were making, that would be a gross injustice,” he explained. “The commercial size of men’s sport outweighs women’s sport by factors of probably like 100.”

    The ICC has committed to maintaining equal standards across men’s and women’s competitions, including event presentation, facilities and prize money.

    “We’ve taken a very conscious decision that we’re not going to deliver to the competing teams and our fans any less than what we would for men,” Dahiya added. “Many times more will go into women’s cricket than just that money.”

  • ICC & Unilever partner to push women’s cricket

    ICC & Unilever partner to push women’s cricket

    MUMBAI: It’s got a lever into the International Cricket Council (ICC) – the apex body of the cricketing world. FMCG behemoth Unilever  has announced a  two-year partnership for two of its personal care brands, Rexona and Dove,  with the cricket body for women’s cricket that will run until the end of 2027. 

    The alliance was unveiled during a vibrant criiio cricket festival in Dubai on International Women’s Day, featuring 100 participating girls. This strategic collaboration brings together two influential organisations committed to accelerating the growth of women’s cricket globally.

    The partnership comes at a crucial time when women’s cricket is experiencing unprecedented growth. It will span several major tournaments, beginning with the ICC Women’s Cricket World Cup 2025 in India and including Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

    ICC chairman  Jay Shah described the deal as “a pivotal moment for women’s cricket” that will “empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”

    ICC chief commercial officer  Anurag Dahiya highlighted the significance of pursuing partnerships specifically focused on the women’s game, noting that this deal “not only highlights the growing commercial appeal of women’s cricket but also underlines ICC’s position as one of the pioneers of the women’s sport movement.”
    Rexona, as the world’s leading deodorant brand with a mission to inspire movement and confidence, will implement various initiatives including a flag bearers programme and digital experiences during events. The brand will also support participation through women’s criiio festivals and leverage its expertise to collaborate on women’s hygiene education programmes.

    Hindustan Unilever CEO& MD Rohit Jawa  called the partnership “an exciting opportunity for Rexona to tap into a cultural moment, connect with new audiences, and importantly help drive women’s cricket further.”
    The deal was facilitated by Unilever International, the company’s global business unit focused on exploring new market opportunities.

  • JioStar breaks viewership records with Tata WPL’s historic opening

    JioStar breaks viewership records with Tata WPL’s historic opening

    MUMBAI: The Tata Women’s Premier League (WPL) 2025 has made a thunderous start, smashing viewership records on JioStar. With cricket fans tuning in across platforms, the opening match between Gujarat Giants and Royal Challengers Bangalore became the most-watched league stage match ever on television.

    As the second leg of #WPL2025 kicks off in Bengaluru, BCCI secretary Jay Shah took to social media to celebrate the tournament’s historic viewership figures. In a tweet, he revealed, “the Opening match was watched by over 3 crore viewers on TV, making it the most-watched league stage match ever. TV ratings on @StarSportsIndia surged 150 per cent, while digital viewership on @JioHotstar climbed 70 per cent compared to last season. Witnessing records being shattered is truly inspiring,” he remarked.

    The numbers speak for themselves—TV ratings for the opening game skyrocketed by 73 per cent compared to last year, proving that women’s cricket is no longer a side event but a main attraction. Meanwhile, connected TV (CTV) saw an astonishing 102 per cent surge in reach, with average concurrency doubling till match five. Digital streaming reach also grew by 10 per cent, cementing JioStar’s dominance as the go-to platform for live sports.

    With digital consumption at an all-time high, the Tata WPL’s explosive growth on JioStar signals a shift in how audiences engage with cricket. The numbers highlight a clear trend—sports streaming is the future, and JioStar is at the forefront of this revolution.

    As Tata WPL 2025 continues its action-packed season, fans and brands alike have a golden opportunity to be part of this cricketing evolution. The landscape of women’s cricket is changing, and JioStar is leading the charge.

  • Solitario Diamonds ink partnership with Gujarat Giants for WPL

    Solitario Diamonds ink partnership with Gujarat Giants for WPL

    MUMBAI: Solitario Diamonds has officially partnered with Gujarat Giants in the Women’s Premier League (WPL), becoming the first lab-grown diamond brand to align with the world’s biggest women’s cricket tournament. As the third most-watched cricket event globally, following the IPL and ICC T20 World Cup, the WPL presents an unmatched opportunity for Solitario to engage with millions across India.

    With Gujarat—the diamond capital of India—at the heart of this collaboration, the synergy between Solitario and the WPL is seamless. The partnership goes beyond sport, celebrating the resilience, brilliance, and achievements of women in all fields.

    Solitario Diamonds CEO & co-founder Ricky Vasandani expressed his enthusiasm for the association, stating, “We are incredibly proud to be associated with the Women’s Premier League, a tournament that is not just revolutionising women’s cricket but also inspiring millions across the country. As a brand dedicated to brilliance and resilience, we see this partnership as a tribute to women who shine in every field. Just like our diamonds, these athletes embody strength, perseverance, and excellence.”

    To mark this alliance, Solitario Diamonds will host the entire WPL team in Bengaluru on 25 February. During a special ceremony, Vasandani will present each team member with a stunning tennis bracelet—a symbol of strength and elegance, much like the athletes themselves.

    Solitario Diamonds is rolling out a power-packed marketing campaign that ensures maximum visibility throughout India. The brand is making bold moves with:

    ●    Digital promotions and social media blitz – High-impact campaigns across live-streaming platforms and social media to keep the buzz alive throughout the tournament.

    ●    Out-of-home (OOH) advertising – Strategic placements in key cities, including Mumbai, Bengaluru, Lucknow, and Baroda.

    ●    Bus branding – Extensive branding on public transport in cricket-loving regions.

    ●    Stadium branding & in-game digital activations – Front-and-centre presence at WPL venues, ensuring strong brand recall.

    With stadium branding, live-streaming integrations, and high-impact activations, Solitario Diamonds is ensuring that its presence is as dazzling as its creations. As the WPL takes centre stage, the brand is set to knock it out of the park, positioning itself as a game-changer in the world of luxury diamonds.

    This strategic collaboration underscores Solitario’s dedication to empowering women, drawing a compelling parallel between the brilliance of diamonds and the rising success of Indian women in sports and beyond. Cricket, revered as a religion in India, offers the perfect stage for Solitario to inspire and connect with audiences on an unparalleled scale.

    With this partnership, Solitario Diamonds is championing a movement that celebrates women’s achievements, resilience, and brilliance, both on and off the field.

  • Sony Sports to telecast Women’s Big Bash League on 14 Oct

    Sony Sports to telecast Women’s Big Bash League on 14 Oct

    Mumbai: Sony Pictures Sports Network (SPSN) is set to telecast the Women’s Big Bash League (WBBL) starting on 14 October on Sony Six channels as well as on its OTT platform, SonyLIV.

    The WBBL features eight Indian cricketers including Smriti Mandhana, Jemimah Rodrigues, Harmanpreet Kaur, Deepti Sharma, Shafali Verma, Radha Yadav, Poonam Yadav, and Richa Ghosh who will participate in a premier women’s cricket league.

    WBBL is among the top watched sporting leagues of Australia. The league comprises eight teams including Sydney Sixers, Sydney Thunder, Adelaide Strikers, Brisbane Heat, Hobart Hurricanes, Melbourne Renegades, Melbourne Stars, and Perth Scorchers. It features top Australian players along with select international players. Five out of the eight teams of WBBL will feature Indian female cricketers.

    The broadcaster has released the schedule for the first week’s games. The first match will be played between Sydney Sixers and Melbourne Stars starting at 2:10 p.m on 14 October. This will be followed by Melbourne Renegades vs Hobart Hurricanes on 16 October at 10:10 a.m and Sydney Thunder vs Adelaide Strikers at 1:35 p.m. On 17 October, Perth Scorchers will face Brisbane Heat at 4:45 a.m followed by Hobart Hurricanes vs Sydney Sixers at 8:10 a.m. Melbourne Stars will be up against Hobart Hurricanes on 19 October at 7:55 a.m followed by Brisbane Heat vs Perth Scorchers at 11:20 a.m. On 20 October, Melbourne Renegades vs Adelaide Strikers will air at 7:55 a.m and Melbourne Stars vs Sydney Sixers will air at 11:20 a.m.

  • SPSN to air Indian Women’s pink ball test & T20I in four languages

    SPSN to air Indian Women’s pink ball test & T20I in four languages

    Mumbai: Sony Pictures Sports Network (SPSN) is geared up to cheer for the #SuperWomenInBlue during their ongoing series against Australia. To ensure that viewers feel closer to the action and enjoy the one-off pink ball day-night test match and three T20I matches, the channel will broadcast the matches in four languages – Sony Six channel in English, Sony Ten 3 channel in Hindi, and Sony Ten 4 channel in Tamil and Telugu from 30 September. The matches will also be live-streamed on SonyLiv.

    The series has raised interest amongst viewers as it will be the first time that the Indian Women’s team will play a day-night pink ball test. In order to boost Indian Women’s Cricket and ensure a wider reach for the game, Sony Sports has announced the return of “Extraaa Innings” studio show, featuring former cricketers like Saba Karim, Nooshin Al-Khadeer, Vivek Razdan, and WV Raman as well as ace commentator Raman Bhanot along with prominent presenter Atish Thukral, said the statement.

    To further amplify the excitement the channel has launched the #SuperWomenInBlue campaign which calls out to every Indian cricket fan to support the Indian Women’s cricket team and cheer for them.

    “2021 has been a year of outstanding achievements for Indian athletes and we have witnessed Indian women raising the bar at the global stage on multiple occasions. All eyes will now be on the Indian women’s cricket team as they prepare to play their first-ever historic pink ball day-night Test against Australia in their backyard,” said Sony Pictures Networks India chief revenue office – distribution and head of sports business Rajesh Kaul. “As the official broadcaster, we are delighted to announce the language feeds for the series as we aim to reach a wider audience and provide unparalleled viewing experience as the entire nation gears to support the Women in Blue at this historic tour.”