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Younger, more digital and more likely to follow players than teams — the women’s game is building an audience brands cannot afford to ignore.
Champions celebrate on the podium after a women’s league final
• Aisha Rahman
Women’s cricket is growing faster than almost any property in the sport, and the audience it attracts looks different. It skews younger, follows players across platforms and engages heavily with short-form video.
For brands, that is an opportunity to arrive early. Partnerships signed now are priced for today’s audience but will be seen by tomorrow’s, and the players leading the game are open to long-term collaborations.
The strongest campaigns treat the women’s game on its own terms rather than as an extension of the men’s calendar. Player-led storytelling, community programmes and fan experiences built for families are all performing well.
