Mumbai: Since time immemorial, cricket has been called the gentleman’s game. But not anymore. The flagging off of the Women’s Premier League (WPL) is proof of that. But there are questions galore.

The Indian Premier League (IPL) has been a lucrative investment for brands for the past 15 years, and it’s like everyone wants a bite of it. But, how and why is it so that women’s cricket wasn’t given any impetus prior to now? Also, the demarcation of men-centric brands or women-centric brands has become more like a sexist game of brands too with WPL clearly attracting more women-centric brands in the very first go. Will that continue or could we witness a change in the minds of CMOs who would be willing to associate their ‘masculine’ brands with women’s games, especially women’s cricket?

Indiantelevision.com got into a quick chat with ad industry mavericks and raised these questions and more.

Talking about the recognition of women in sports, especially women’s cricket, has seen an uptick. But why so late?

Bang In The Middle (BITM) co-founder & managing partner Naresh Gupta is of the view that this is how following for sports evolves. “It is a slow process. The Indian women’s team was there, but wasn’t playing enough. More games, more TV and recognisable players made the difference. Also, the team started to do well. It won medals at the Commonwealth Games and the ICC championships, and this became the foundation.”

Communications strategy consultant Karthik Srinivasan highlights that the first-ever WPL is only happening in 2023. “Women's cricket, overall, and women in sports are most definitely making their mark. I don't think the recognition is late, but our expectation that they would instantly zoom into collective attention to rival men's cricket is perhaps misplaced.”

WPL drawing primarily female-centric brands?

Putting things into perspective, a slew of female-centric brands have been associated with the WPL, be it through the broadcaster or through the teams. Viacom18 Sports, the official broadcaster of the tournament, has World Gold Council as a sponsor. Navyasa and Joy Personal Care are key sponsors for the Delhi Capitals team. Mia by Tanishq, Vega Beauty and Himalaya Face Care are the key sponsors for the Royal Challengers Bangalore team. Lotus Herbals is the principal partner for Mumbai Indians.

There is no demarcation in the men’s IPL with regard to male-centric or female-centric brands being associated with the game. Then why is the WPL essentially attracting only female-centric brands?

Gupta feels that like the game, brands also take time to evolve. “Most brands out there will stick to the formula they know. “Not just cricket, almost every woman sport finds it hard to get corporate sponsorship. Despite being new, WPL has done well to get the kind of brands it has got. Women-centric brands might have found it easier to weave into their brand world. I also think that’s how it has been sold by the broadcaster. Brands also have hedged it with IPL, and the commitment for IPL is much larger.”

Also, viewership for the WPL comes from across genders. Then what makes male-centric brands feel that they would not be fit for associating with the WPL?

Though these are mostly observations, Srinivasan ponders whether this is validated with accurate data. “If it is, the only reason could be the presumption that WPL may perhaps have a tad more women viewers than IPL and hence may possibly make for an appropriate event to advertise women-centric brands.”

Gupta is positive about the scenario. “Having seen the success of WPL, I would think more brands will join in. I do think more auto brands, handset brands, tech-driven categories and fintech players will start to look at women’s cricket and not just WPL.”

WPL’s potential for brands and as investment opportunity

Gupta understands, “It’s a bit like the Pro Kabaddi league. It was slow to start, but it did pick up. Women’s cricket will offer a great opportunity to brands as we live forward. I do see many more brands joining the party.”

“I'd assume there's nothing different about WPL, and there shouldn't be either. Like IPL, this too is a sporting event, and it has to be made exciting through exciting matches and excellent gameplay. But brands would consider larger viewership numbers without going into whether it's IPL or WPL or Kabaddi league or Kho-Kho league. All brands would bother about is total viewership and the demographics within that without going into who is playing the games. If those numbers look attractive, any and every brand would want a piece of that,” Srinivasan concludes.