February 21, 2024

WPL 2024 auctions are scheduled for December 9.

The Women’s Premier League (WPL) is all set for its second season and franchises have initiated talks with brands with expectations of growth in sponsorship revenue.

Franchises are geared up for the WPL auctions 2024 scheduled for December 9.

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The inaugural season had clocked more than 50 minutes of watch-time per user per match on JioCinema, the official streaming partner of the league and this franchises say is attracting more brands for the upcoming edition.

Season one was a lot better than what we had expected, said Jinisha Sharma, Director, Capri Sports that owns UP Warriorz.

“We are still in conversation with sponsors. WPL has created an asset that many brands want to be associated with it. We are keen to looking at organisations that are interested in developing grassroot talent, women empowerment, and girlchild education. These are initiatives that we have kicked off and brands have got interested in these as well. You will see that this season the partners who are coming on board are not partners for the jersey but also for the initiatives,” she said.

The team is estimating growth of 20-25 percent in sponsorship revenue, said Kshemal Waingankar, Chief Operating Officer (COO) of Capri Sports. He said that they are looking for long terms associations. The franchise last year had got on board Patanjali as Principal Sponsor, EaseMyTrip as Associate Sponsor, Transworld Group as Official Logistic Partner, SportsBuzz11 as Official Partner and French Essence as Official Fragrance Partner.

Waingankar added that categories like beauty that could not associate with IPL (Indian Premier League) now have an opportunity with WPL. Brands are also looking at highlighting stories of women empowerment like athleisure brands.

“Also, we have a women’s team from Uttar Pradesh due to this people engage with us a lot more. The state is the fastest growing market so it has a pull for any advertiser,” he said.

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Sharma said that for the second season they are seeing a lot of interest from global brands.

This year, sponsorship revenue growth for franchises is estimated to be in the range of 10-20 percent, said Santosh N, Managing Partner, D and P Advisory.

“It is too early to say because there are still around two months to go. They will start signing up brands from January onwards. This growth is good considering the fact that it has only been a year. Non-cricket watchers also came on to watch WPL so that was a positive. So, many brands will be analysing if WPL is a good fit for them this year as well. Also, from economy perspective nothing much has changed. Startups continue to face funding pressure but for other old economy sectors, it is status quo,” he said.

Franchises were estimated to have earned on average Rs 10-15 crore in sponsorship revenue last season and total sponsorship revenues were about Rs 50–75 crore for all the five teams put together.

The WPL’s first season was a tremendous success on the whole, and the aim this season is to further build on the momentum, said a spokesperson of Adani Sportsline owner of Gujarat Giants.

“We have had significant interest from our sponsors to feature and work with our players in terms of providing endorsements for them. This is an evolving process as the journey of women’s cricket picks up pace,” the spokesperson added.