Will the World Cup win help women in sport?

India's women athletes have far lagged the men in pay and sponsorships, in an industry already dominated by men in cricket

- Soumya Gupta

For those managing India's star women cricketers, the phones haven't stopped ringing.

(AP)

Among those brought up on a diet of cricket, the cheers always rang out for the Men in Blue. And if we lost, it was always: "Boys played well." Until 2 November, that is, when Team India lifted its maiden Women's World Cup to celebrations of joy and pride.

For those managing India's star women cricketers, the phones haven't stopped ringing. JioHotstar, which streamed the final match, claimed 185 million cumulative viewers, equalling the viewership of last year's Men's T20 World Cup final. Brands are flocking to the Women in Blue, deals are being struck and, according to talent managers, some members of the winning squad have hiked their endorsement fees by 80-100%.

In the spotlight are star performers like Smriti Mandhana, Harmanpreet Kaur, Jemimah Rodrigues, Richa Ghosh, Shafali Verma and Radha Yadav. Kaur has already signed a deal with real estate developer Omaxe. Surf Excel has launched an emotional tribute to Jemimah Rodrigues's 127 not out in the semifinal against Australia. More deals are on the way. However, the question remains: Is the excitement for women brand ambassadors in sports here to stay? Or will it die down once the dust settles on the DY Patil Stadium?

Talent managers expressed scepticism, given that Indian women players' struggle with brand endorsements, especially outside cricket. Much depends on how frequently women's cricket is played, how many viewers return to watch, and how well non-cricket sports are beamed across the subcontinent.