Begun on March 4th, the Women’s Premier League (WPL) is significantly boosting the already popular T20 cricket format. The league will consist of five teams and will last for approximately three weeks. The IPL, which was introduced in 2008 and had over 400 million viewers on both television and digital platforms during its last season, has been a massive success, and the WPL hopes to follow in its footsteps.
There is no question about what cricket means to the average Indian. Purchasing rights, promoting teams, or getting one’s brand advertised can cost several billion dollars today. The audience profile for the upcoming WPL promises to be interesting, despite the fact that cricket is a successful business model. After all, a variety of choices are based on that factor set.
Balu Nayar, the former managing director of IMG and a key figure in creating the IPL, offers an interesting perspective on the league’s design. He believes that the IPL was specifically created to appeal to women, as sports had traditionally been lacking in this area. The T20 format’s shorter duration was an essential factor in attracting female audiences. Nayar explains that the league’s goal was to attract audiences from general entertainment channels (GEC), with a particular focus on young women. This approach proved successful, and the league received a significant boost after Disney Star took over the rights from Sony, with content and regionalization playing an important role. Nayar also notes that the city-based nature of the league was a significant factor in attracting young women, particularly in cities like Bangalore and Chennai.
Cricket is a sport that is heavily reliant on numbers, and as soon as viewership is established, many other things begin to fall into place. According to Madan Mohapatra, an independent marketing and media consultant, the WPL will have the same impact as the IPL. Mohapatra believes that the women’s format should have been introduced much earlier, and that it will increase the popularity of women’s cricket among the masses, particularly among women. However, there are other benefits beyond this. “Parents will now recognize cricket as a viable career option for female cricketers, as it brings both credibility and earnings,” Mohapatra notes. This could inspire aspiring female cricketers, and over time, could make the game more competitive by increasing its popularity.
Naturally, gaining a following takes time, and given that it has been around for so long, men’s versions are likely to be preferred. Nayar draws attention to the fact that websites like SheThePeople are also getting involved to promote fan growth and engagement. Success for India in the WPL will undoubtedly lay the groundwork for a bigger play. The calibre of Indian women’s cricket will rise significantly, according to Mohapatra.
With the introduction of the WPL and the increased visibility of women’s cricket, players will gain recognition, which will create more opportunities to monetize their time through endorsements and other avenues. This also presents a chance to establish a new women’s cricket economy on a global scale. Over time, the reliance on India for cricket revenue will likely increase, giving India more influence at the International Cricket Council (ICC).
Also Read: Who is the Godfather or Baap of IPL And Why? (sportsdigest.in)
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