Broadcaster JioStar, the official rights holder for the ICC Women’s World Cup 2025, has announced a strong lineup of sponsors, including Google, State Bank of India (SBI), Hindustan Unilever Limited (HUL) with its Rexona brand, and the International Gemological Institute (IGI). The tournament, running from September 30 to November 2, is shaping up not only as a showcase of elite women’s cricket but also as a landmark event in terms of commercial backing.
The sponsorship mix signals a major shift in how women’s cricket is perceived in the business landscape. With global players like Google and leading Indian corporations such as SBI and HUL on board, women’s cricket is now viewed as a platform with serious commercial potential and audience reach. Each brand’s involvement highlights a different angle of engagement—Google with its suite of consumer technology, SBI with financial empowerment and reach, HUL with lifestyle and personal care products, and IGI with luxury and authenticity.
Industry observers note that this level of backing demonstrates the growing legitimacy of women’s cricket as a product capable of delivering returns to advertisers. While men’s cricket has long dominated the sponsorship market, the Women’s World Cup is carving out its own identity, with brands recognizing the appeal of the women’s game among diverse audiences, particularly younger fans and women.
From a marketing perspective, the diversity of sponsors reflects how different industries are beginning to align with women’s sport. Tech giants, lifestyle brands, and financial institutions are all seeing value in tapping into the authenticity, resilience, and inspiration that women’s cricket represents. For brands, the alignment is not just about visibility but also about connecting with audiences through themes of empowerment, aspiration, and inclusivity.
For JioStar, the partnerships add significant weight to its broadcasting and streaming ambitions. With strong financial backing, the network is positioned to deliver enhanced coverage and fan engagement, both on traditional television and through digital platforms. This could include interactive content, better analytics, and wider promotion across social media, making the tournament more accessible and appealing to new fans.
The implications for players are equally important. Increased sponsorship means more coverage, more endorsements, and greater recognition for women cricketers. This kind of commercial momentum could lead to improved pay structures, more professional opportunities, and long-term growth of the women’s game not just in India but globally.
Looking ahead, the 2025 World Cup sponsorship deals may serve as a template for future women’s tournaments. If engagement and viewership numbers meet expectations, this could establish women’s cricket as a consistent draw for advertisers rather than a one-off experiment. The success of these deals will be closely monitored by both ICC and national boards, as they chart the sport’s commercial future.
In short, JioStar’s ability to land major global and domestic sponsors underscores the rising business impact of women’s cricket. This World Cup is not just about competition on the field but also about setting new benchmarks for how the women’s game is supported, marketed, and celebrated.
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