The focus of this article is the strong commercial leap for the ICC Women’s Cricket World Cup 2025, where ad spending up 50 % (and in some estimates even higher) compared to the previous edition signals a major turning point for women’s cricket. We examine what’s driving the increase, key numbers, implications for brands and sport, and what viewers and advertisers should watch.
What the Surge Looks Like
- Industry sources state that advertising and sponsorship interest for the Women’s World Cup has grown markedly. The “ad spending up 50 %” figure is cited in a report by The Financial Express, which notes that brands are allocating at least 50 % more this edition compared to the 2022 tournament.
- Another media-source projects even higher growth: ad revenues for the tournament are expected to be 50-70% higher compared to the 2022 competition.
- Sponsorship rates for the event have risen by 40-50% over 2022 levels.
- On the ad inventory side:
- A 10-second TV slot is starting around ₹1.5 lakh, and for key matches upwards of ₹3 lakh.
- OTT/Connected TV CPMs (cost per thousand impressions) are noted in the range ₹500-600 (or approximately ₹400-500 in other reports) for the event.
- Additionally, viewership data shows strong growth which underpins advertiser confidence: OTT viewership reportedly 5× higher and total watch-time 12× compared to 2022.
What’s Driving the Growth
Several factors contribute to advertisers treating this tournament as a premium buy:
- Host country & timing: With India (and Sri Lanka) co-hosting, the tournament enjoys strong domestic interest, prime-time scheduling and a festive consumer backdrop.
- Women’s sport momentum: The success of the Women’s Premier League (WPL) has helped shift perceptions – women’s cricket is no longer just a “nice to have” but a mainstream property.
- Brand narratives & segmentation: Advertisers are embracing storytelling around women athletes, empowerment and inclusive audiences – which resonates with consumers and adds differentiation.
- Media evolution: With dual-platform (TV + OTT/CTV) distribution, advertisers are leveraging large reach and targeted digital inventory. Premium inventory and younger, affluent audiences enhance appeal.
- Sponsorship tiers revisited: With sponsorship rates rising (title sponsors, co-sponsors, category partners) the overall commercial packaging is more attractive.
Implications for Brands & Broadcasters
- For brands, the “ad spending up 50 %” marker signals that investing in women’s sport is increasingly viable—not just for optics but for measurable ROI. Brands that move early may lock better rates and inventory.
- For broadcasters, the higher rates and inventory sell-through (70-75% sold in advance for India matches) improve monetisation of the property. The Financial Express
- For sport property owners, this validates the commercial strength of women’s tournament formats and may lead to better budgets, media rights and exposure.
- For viewers, increased commercial investment often means better production values, presentation, and broader reach (including digital streaming).
Challenges & Considerations
- Although spending is up ~50 %, the event still may not match men’s equivalent tournaments in scale or rate structure (some observers estimate ads could still be 15-20% lower than men’s cricket).
- Products/packages differ: many of the rate increases are driven by premium matches (India fixtures) or digital inventory; some standard matches may still be priced lower.
- Turnover risk: Advertisers must ensure that audience expectations are met (viewership, engagement) otherwise higher rates may face push-back.
- Measurement & attribution: As digital becomes more dominant, accurate measurement of ad impact (OTT/CTV) will be critical for sustaining higher spends.
- Inventory fatigue: With a crowded cricket calendar, brands will need to balance inflationary ad costs across events, especially during festival seasons.
What to Watch Going Forward
- Will actual ad revenue reports post-tournament confirm the 50-70% uplift projections?
- How will other women’s sports properties respond to this benchmark (e.g., leagues, world cups)?
- Will broadcasters and rights-owners raise rates further for future editions based on this event’s success?
- Will brands commit to multi-year sponsorships rather than singular event appearances, signalling long-term confidence in women’s sport?
- Will measurement standards for digital/OTT inventory continue to evolve, supporting sustained premium rates?
Conclusion
The commercial story around the ICC Women’s Cricket World Cup 2025 is one of clear acceleration. With ad spending up 50% (and possibly higher) over the previous edition, the tournament has begun to step into the mainstream advertising ecosystem. For brands, broadcasters and sport property owners, this marks a turning point: women’s cricket is moving from margin to momentum. The question now is how well stakeholders capitalise on this moment to build sustained value.
