The landmark victory in the Women’s World Cup has opened doors for women cricketers like Harmanpreet Kaur in a new way. Before the tournament, she was already aligned with “over 8-10 brand endorsements”, but that baseline is now shifting dramatically. According to 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 value and number.” In short, brands from sectors traditionally distant from sport are now approaching her, “willing to explore opportunities with her and indicating a broader acceptance.”
Evolving Sponsorship Dynamics
This isn’t just about a single athlete or win, but about a commercial paradigm shift in women’s sport. Kashyap highlights that while earlier appearances in finals boosted visibility, the actual title win “has taken the sport’s popularity and brand interest to another level.” The result: the number and type of endorsement opportunities are changing.
Rather than purely sport-adjacent or typical FMCG brand deals, women cricketers are now being looked at as full-fledged brand ambassadors across non-sport sectors. It signals a maturity in how female athletes are perceived—not simply as token figures, but as marketable personalities and performance-driven professionals.
Broader Implications and the Cultural Signal
Beyond the individual, the change reflects a broader cultural moment in India. The surge in interest in Harmanpreet’s portfolio is a marker of how women’s cricket is now being taken seriously from a commercial standpoint.
Brands are acknowledging that female cricketers are not just symbolic gestures but genuine package deals with performance, narrative and influence. As Kashyap observes: “As an athlete business manager I have observed that there has been a marked increase in the interest and investment in women’s cricket, especially after winning the World Cup.”
For Harmanpreet, this means her off-field schedule will likely increase, her public profile will deepen, and the ripple effect may encourage younger women athletes to see credible commercial pathways in sport.
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