A New Era for Women’s Cricket: Standalone Sponsorship and Global Recognition
In a groundbreaking move, the International Cricket Council (ICC) has announced that women’s events from 2025 onwards will have their own standalone sponsors, marking a significant step towards greater prominence and distinct recognition for women’s cricket. This decision, which takes effect from the 2025 ODI World Cup and includes the 2026 T20 World Cup and the 2027 Champions Trophy, signals a shift from treating women’s cricket as an add-on to men’s games. The ICC has partnered with Unilever, a move that underscores the growing commercial value and potential of women’s cricket.
The Evolution of Women’s Cricket: A Journey of Growth and Recognition
Anurag Dahiya, the ICC’s chief commercial officer, highlighted the importance of this shift in an interview with ESPNcricinfo. "It is the first time we’ve offered commercial opportunities specifically for our women’s cricket events, and we see this partnership as a significant marker of confidence in the standalone value of women’s cricket," Dahiya explained. The decision to decouple women’s events from men’s is a clear indication that women’s cricket is no longer seen as a secondary or freebie product but as a distinct commercial entity with high potential. "It’s a shift from advertisers saying we are subsidising women’s cricket to saying we are genuinely investing in it, and that’s because we believe that it can drive revenue, audiences, and relevance."
Record-Breaking Crowds and Audience Growth: A Testament to Rising Interest
The growing interest in women’s cricket is evident from the record-breaking crowds and viewing figures. At the 2022 T20 World Cup, a group-stage match between India and Pakistan drew a crowd of 15,935 people, setting a new record for a pool match at a women’s event. The final, featuring New Zealand and South Africa, was sold out, marking the third consecutive sold-out women’s T20 final after the matches at Newlands in 2023 and the MCG in 2020. The 2020 T20 World Cup final at the MCG broke the record for the largest in-stadia audience at a women’s cricket game, with 86,174 spectators. In 2023, the ICC produced its most-watched T20 women’s World Cup, with viewership figures increasing by a staggering 790% compared to 2020.
Expanding Opportunities and a Diverse Fan Base
The expansion of events has further fueled the momentum of women’s cricket. Starting from 2026, the T20 World Cup will feature 12 teams, up from the 10 teams that have been participating since 2016. Additionally, the introduction of a T20 Champions Trophy from 2027 ensures that there will be a women’s ICC event every year, providing more opportunities for players and fans alike. Dahiya noted, "Our calendar has introduced new events such as the Under-19 women’s T20 World Cup, the women’s Champions Trophy, and upcoming editions of the existing events, which will see more participating teams. There are more opportunities for players and more opportunities for our fans to enjoy the content from these apex events."
Bridging the Gap: Men’s Fans and New Audiences
Despite the unique identity and audience profiles of women’s cricket, it benefits from an existing spectator base in the men’s game. "We are quite fortunate that we’re not having to go and promote women’s cricket to an entirely new cohort of audiences. Our core men’s fans are just as interested in women’s cricket as well," Dahiya emphasized. However, there has also been a surge in interest from new viewers, particularly in regions like the United Kingdom, where women’s sports have been promoted as family-oriented. Research from the Women’s Sport Trust has shown that women’s cricket is particularly appealing to young female fans.
Empowering Women and Challenging Stereotypes
Unilever’s involvement in this partnership is not just a commercial decision but also a strategic move to promote inclusivity and authenticity. The company runs a "positive beauty" campaign, which promotes its products through a diverse range of women of different races, ages, sizes, and body shapes. "They have done some amazing work in breaking stereotypes and promoting an inclusive, authentic representation of women," Dahiya said. "Challenging those stereotypes in the representation of women in sports, specifically in cricket, is core to our strategy. We want the participants to be acknowledged for what they are first and foremost, which is high-performing athletes, regardless of their diverse backgrounds, body types, or personal stories. We want to promote the fantastic performances they give on the playing field."
In conclusion, the ICC’s decision to introduce standalone sponsors for women’s events from 2025 is a significant milestone in the evolution of women’s cricket. It reflects the growing recognition of the sport’s commercial value and the increasing interest from fans and stakeholders. With expanded events, diverse fan bases, and a commitment to inclusivity, women’s cricket is poised to continue its upward trajectory, inspiring a new generation of athletes and fans alike.
