New Delhi: India’s historic Women’s World Cup victory has sparked a surge of commercial interest in the country’s top female cricketers, with captain Harmanpreet Kaur emerging as one of the biggest beneficiaries. Brands across diverse sectors are now lining up to partner with her, with expectations that her endorsement portfolio may triple in the coming months.
Before the World Cup, Harmanpreet was associated with 8–10 brands. But her match-winning performance in the Navi Mumbai final—where she took a crucial catch off Nadine de Klerk to seal India’s win over South Africa—has significantly elevated her market value.
Her manager, Nupur Kashyap, confirmed the shift. “Before the World Cup, Harmanpreet was linked with around eight to ten brands, but after the victory, both her valuation and the number of brands she is signing are expected to grow threefold. Brands from traditional non-sport sectors are now approaching her enthusiastically,” she said.
Kashyap noted that while the 2017 World Cup final was a milestone for women’s cricket in India, the 2025 title win has taken the sport’s popularity and commercial appeal to an entirely new level. “As a business manager, I’ve witnessed a significant rise in interest and investment in women’s cricket after this World Cup win. Earlier, female athletes were confined to limited categories of endorsements, but that mindset has changed,” she added.
According to her, brands are increasingly recognising the importance of portraying women cricketers as strong, skilled, and inspirational figures. “By doing so, they are not only redefining perceptions of women athletes but also contributing to a more inclusive and supportive sporting culture,” Kashyap said.
With India’s World Cup victory capturing the nation’s imagination, the momentum is expected to further empower women athletes—both on and off the field.
