Readying the pitch for the next innings

ADVERTISER INTEREST FOR WPL 2026 IS AT ITS STRONGEST AFTER THE ICC WORLD CUP WIN EVEN AS BROADCASTERS DEAL WITH COST OVERHANG

- CHRISTINA MONIZ

THE BOARD OF Control for Cricket in India recently announced Chat-GPT and Kingfisher Packaged Water as new commercial partners for the upcoming 2026 and 2027 seasons of the Women's Premier League (WPL) in deals that are collectively valued at *48 crore.Additionally, bottled water brand Bisleri has also got on board as the league's beverage partner. These, along with existing deals signed by brands such as CEAT, Tata Group, Herbalife and Sintex, are a clear indication that advertisers are clearly recognising the surge in popularity for women's cricket.

Experts say that the Indian team's scintillating victory during this year's ICC women's World Cup, which saw a record 185 million digital viewers tune in for the final, has served to boost advertiser confidence in women's cricket and the WPL.

On the broadcasting front, advertiser interest is the highest ever for the WPL, says Anup Govindan, head, sports sales, JioStar, that holds the broadcast rights. “Women's cricket has well and truly arrived both from a fandom and commercial standpoint. The recent World Cup has accelerated this shift, with women cricketers gaining acceptance as mainstream brand ambassadors, and brands increasingly recognising their influence,” he says.