India’s barrier-breaking Women’s World Cup triumph has sparked unprecedented brand interest in the country’s female cricketers especially captain Harmanpreet Kaur, whose endorsement portfolio is set for a massive boost in the coming months.
Harmanpreet, who famously held on to the catch of Nadine de Klerk to seal India’s historic win over South Africa in the final, was associated with over eight brands before the tournament. That number is now rising rapidly, confirmed her manager Noopur Kashyap.
“Before the World Cup, Harman was doing around 8–10 brand deals. But after the win, both the number and value of her endorsements are expected to triple. Brands from non-sporting and even traditional sectors have reached out, signalling wider acceptance and recognition,” Kashyap told PTI.
While India’s appearance in the 2017 final had given women’s cricket a much-needed push, Kashyap believes the 2025 title win has elevated the sport to an entirely new level both in popularity and commercial value.
“As someone managing athletes, I’ve seen a significant rise in interest and investment in women’s cricket after the World Cup victory. The shift is clear, there’s a surge in endorsements, demand, and acknowledgment. Earlier, sponsorship categories were limited, but now the mindset is evolving.”
Kashyap also noted that brands are moving away from focusing on the physical appearance of women athletes and are instead highlighting more meaningful themes.
“Many brands are now aligning their campaigns with ideas of equality, empowerment, and inspiration. The narrative is changing female cricketers are increasingly being recognised as strong, capable, and accomplished athletes in their own right. This shift is helping build a more inclusive and supportive sports culture.”
Since the World Cup, Harmanpreet’s schedule has been packed, with the India captain travelling from one city to another for media interactions and brand commitments.
(By PTI Inputs)
