Our Short Dive Into The Women’s Premier League (WPL) Sponsorship Landscape

The sophomore season of the Women’s Premier League (WPL) 2024 will be held in two distinct venues in India: the ongoing first leg??will run till March 4 at the M Chinnaswamy Stadium in Bengaluru, while the second leg will be held from March 5 to March 17 at the Arun Jaitley Stadium in New Delhi.

According to. ASN data, women’s cricket sponsorship in India has reached US$31.7m since Q221, a tiny shard of over US$1.5b invested in the entire cricket industry during the same period. However, things for Q124 are looking up with the WPL second’s season with the quarter’s investment tipped to reach almost US$3.3m, almost 24% higher than the average quarterly investment of slightly above US$2.6m. Let’s take a look at some of the key supporters of the tournament.

Title Sponsor:

According to ASN data, Tata Group (62.8%, ~US$41m) is the most dominant player for the conglomerate in the Indian sponsorship market since Q221, and it’s no surprise that they are the title sponsor of the WPL, complementing their deal with the IPL.

Associate Partner:

Welspun is the parent company of associate partner Sintex , a popular plastic storage manufacturer, and the last sponsorship deal recorded in our database was one valued in the US$250k range with IPL franchise Punjab Kings.

Official Strategic Timeout Partner:

Meanwhile, CEAT (19.8%, slightly above US$11.2m) is the third largest investor for the rubber tyre category in the Indian sponsorship market since Q221. The move into WPL was a natural progression from its major involvement with backing the IPL and homegrown Indian cricketing stars.

Official Fantasy Game Partner:

Dream 11 has monopolised sponsorship investment for its category in the Indian sponsorship market since Q221 with a 98.8%, spending almost US$86.8m during this period. Most of its big deals are in the Indian cricket and football landscape.

Official Beverage Partner:

Meanwhile, Amul, the parent company of Amul Kool, is also the 3rd?largest investor for its category with a 9.2% share, spending almost US$3.1m, in India’s sponsorship market since Q221. In fact, investment for Q124 is poised to hit US$873k, almost 2.7x the average quarterly spend of US$328k since Q221.

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This article was first published in ASN's February 2024 no. 4 newswire.