ICC WOMEN’S WORLD CUP winning captain Harmanpreet Kaur is expected to see her endorsement portfolio grow nearly threefold in the coming months, as brands show unprecedented interest in India’s women cricketers following the country’s landmark title victory.
Kaur, who sealed India’s win by taking the final catch off Nadine de Klerk in the finale clash against South Africa, was associated with over eight brands prior to the tournament. That landscape is shifting rapidly, said her manager Noopur Kashyap.
“Harman was involved in over 8-10 brand endorsements before the World Cup. But post World Cup, Harmanpreet is expected to triple the the value and number. Brands from non-sporting traditional sports sector have approached and are willing to explore opportunities with her and indicating a broader acceptance,” Kashyap told PTI.
She added that while India’s 2017 World Cup final appearance had boosted visibility for women’s cricket, the 2025 title has lifted the sport to an entirely new level of popularity and commercial interest.
“As an athlete business manager I have observed that there has been a marked increased in the interest and investment in women’s cricket, especially after winning the World Cup. The change is evident in the surge of brand endorsements, demand and acknowledgment. Earlier, the diversification in the sponsorship categories was limited and now we see a huge change of mindset,” Kashyap said.
She noted that brands previously tended to prioritise the physical appearance of women cricketers, but that trend is evolving. “Many brands are aligning their messaging with themes of equality, empowerment, and inspiration. The narrative is shifting, and brands are beginning to recognise the value of showcasing female cricketers as strong, capable, and accomplished athletes in their own right. By doing so, they are not only changing the narrative around female athletes but also contributing to a more inclusive and supportive sports culture,” she added.
