In a recent cricket spectacle, Ellyse Perry's exceptional bowling performance, securing six wickets in just four overs, set a new record in the Women’s Premier League (WPL). The tournament witnessed thrilling moments, yet, the enthusiasm among advertisers seemed lacking. Television broadcasts and digital streams featured sparse advertisements during breaks. In a first, Royal Challengers Bangalore's women's team lifted the trophy.
The projected revenue for this year's tournament stands at approximately Rs 90 crore, marking a decrease of 15-20% compared to the previous year's Rs 110 crore. Viacom18's investment of Rs 951 crore for five years in media rights expects returns of around Rs 190 crore annually. Despite this, viewership numbers have shown minimal growth, lingering around 0.24 compared to 0.23 in its inaugural season, far below the IPL's rating of around 4+.
Krishnarao Buddha, Parle Products' senior category head, emphasised the need for extraordinary moments to ignite excitement in the tournament. He suggests that events like Kolkata Knight Riders’ Rinku Singh's remarkable innings could elevate interest in the WPL, emphasising the necessity of creating a buzz.
Poulami Roy, RSH Global's CMO, highlights the collective responsibility of society to support women's sports. She stresses the importance of challenging ingrained biases to transform perceptions about women in sports, urging sustained efforts towards societal change.
Paroksh Chawla, CEO of ITW Catalyst, notes the gradual evolution of WPL's advertising landscape. He emphasises the league's potential for advertisers as it establishes itself in the cricket domain, predicting a promising growth trajectory.
RSH Global's brand Joy has partnered with the Gujarat Titans in the WPL, aiming to resonate with women consumers nationwide, and foster brand pride and respect.
Sanjay Adesara, CBO of Adani Sportsline, emphasises WPL's appeal to brands targeting women and recognising their pivotal role in household decisions. He anticipates WPL's commercial appeal to increase over time, potentially rivalling IPL's prominence.
Despite initial challenges, the WPL's second season has attracted significant interest from various brands, maintaining partnerships with existing sponsors while attracting new ones. However, Parle Products has abstained from advertising due to concerns over viewership reach on platforms like Sports18 and JioCinema.
The road ahead for WPL may seem slow in comparison to IPL's rapid growth, but valuable insights from cricketing events over the years provide a blueprint for accelerated development. As the league matures, advertisers are expected to recognise its potential for returns, signalling a promising future for women's cricket.
