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Turning the tide
Financial Express Mumbai
|April 01, 2024
Can women’s sports in India hit the advertising gold?
THE WORLD OF advertising is fully in tune with the immense commercial value of women's sports patronage.
End of the story.
It's fascinating to contrast this optimistic view with the actual brand endorsement opportunities opening up for women sports personalities.
Take the year 2023, which has been, for all practical purposes, a breakthrough year for women athletes in India. Besides the start of the Women's Premier League (WPL) and BCCI announcing its first step towards pay parity, the women's cricket team clinched its maiden Test victory against England. In the Asian Games 2023, Kiran Baliyan became the first Indian woman to win a medal in the shot put, Annu Rani bagged gold in the women's javelin throw; Harmilan Bains won silver in the women's 800m racing event.
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