Indian women’s cricket team
Indian women cricketers have not only created history on the field, but now they are also getting closer to the male players of Team India in terms of brand value. Recently, after winning the Women’s Cricket World Cup, the popularity of players like Harmanpreet Kaur, Smriti Mandhana, Jemimah Rodrigues and Deepti Sharma has increased tremendously.
According to sports management organizations, there has been an increase of more than 100% in the brand value of women cricketers. The social media followers of Harmanpreet and Smriti Mandhana have more than doubled, creating a race among brands to sign them. Smriti Mandhana, Harmanpreet Kaur, Jemimah Rodrigues and Deepti Sharma are now emerging as the new brand icons of India.
Comparison with Virat Kohli’s brand value
According to an ET report, the brand value of former Indian captain Virat Kohli is between Rs 4.5-8 crore while the brand value of other Indian male cricketers is between Rs 1.5-4 crore. Before winning the World Cup, the average brand value of India’s top women cricketers was between Rs 30 lakh to Rs 1.5 crore, but after this victory, their brand value has increased to between Rs 60 lakh to Rs 3 crore. After the World Cup victory, women cricketers are continuously getting new offers from brands.
Mandhana is the highest paid cricketer
Smriti Mandhana currently endorses 16 brands. She is one of the highest paid Indian women cricketers for endorsements. She charges Rs 1.2-2 crore per brand. At the same time, Jemima is the face of companies like Red Bull, Boat, Nike and Surf Excel and her signing fee has reached from ₹ 75 lakh to ₹ 1.5 crore.
big companies in line
Companies are increasingly signing deals with women cricketers in fitness, health supplements and personal care products. Brands like Herbalife and Nike are ahead in this segment. Companies like Boat, Puma, Adidas, Surf Excel and Coca-Cola have chosen female players as their brand faces. Apart from this, Rexona, Red Bull and other personal care brands have included female players in their advertisements.
Google Gemini, Boat and other tech brands are including women players in their new digital campaigns. Also, brands like SBI, PNB MetLife Insurance, Hyundai and Mahindra Group are increasing partnerships with women players.