WPL Becomes Brands’ Next Big Cricket Play Beyond the IPL: Hurun Report

Why It Matters

Brands and investors now see Indian sports as a diversified asset class beyond cricket, opening new revenue streams in regional and digital markets. The WPL’s rapid ascent signals a broader move toward gender‑balanced, multi‑sport commercialization in India.

Key Takeaways

• WPL accounts for fastest brand partnership growth among Indian leagues
• IPL holds 40% of sponsorships; other leagues share 60%
• WPL franchise star Smriti Mandhana earned ~ $1.6 million record
• Regional talent drives 85‑90% of athletes, opening Bharat market
• Digital platforms poised to bid for Indian sports rights

Pulse Analysis

The Hurun India analysis marks a turning point for the country’s sports economy, which has long been synonymous with the Indian Premier League. By quantifying 763 brand deals across 59 teams, the report reveals that the IPL’s share of sponsorships has slipped to 40%, while leagues such as the Women’s Premier League, Indian Super League and Pro Kabaddi League are carving out their own commercial niches. This diversification is driven by brands seeking fresh audiences, especially younger, digitally native fans who follow WPL franchises on Instagram and other social platforms.

A key catalyst for the WPL’s meteoric rise is its ability to attract high‑value talent and generate record‑breaking earnings. Smriti Mandhana’s cumulative remuneration of roughly $1.6 million sets a new benchmark for women’s cricket, while the Mumbai Indians women’s core—featuring Natalie Sciver, Hayley Matthews and Amelia Kerr—demonstrates the league’s competitive depth. Investors, from family offices to conglomerates like JSW and GMR, are now treating sports franchises as long‑term media assets, mirroring traditional sectors such as banking and manufacturing. This shift is reinforced by the report’s finding that 85‑90% of athletes hail from non‑metro regions, giving brands a pathway to engage the vast Bharat market through localized campaigns.

The future of Indian sports broadcasting is equally transformative. With streaming giants such as YouTube, Meta, Netflix and Prime Video eyeing rights deals, the industry is moving away from reliance on conventional television. Short‑form video, creator‑led commentary and platform‑native storytelling are creating new inventory for advertisers, while regional fan bases demand content in vernacular languages. As the ecosystem fragments into multiple sports, regional identities and digital platforms will dictate where sponsorship dollars flow, positioning the WPL as the spearhead of India’s multi‑sport, digitally driven economy.