| 2 minutes read

2 minutes read

How Brands Are Marketing At Women’s T20 Cricket World Cup

| Published on February 22, 2020

The cricket fever never dies in India and nor does the enthusiasm of any brand that associates itself with the world of cricket.

This time around, the women’s cricket world cup is setting high standards, associating with big sponsors and gaining momentum amongst the youth. Many big brands have utilized the world cup opportunity to target customers with innovative campaigns. Here’s a list:

1) Star Sports

The sports broadcaster has directly launched the #TakeOnTheWorld campaign after Shafali Verma’s story was highlighted, ever since her childhood gully cricket days. Her journey comes forward after she became the youngest Indian cricketer to score a half-century in International cricket, beating many men in the race.

2) Coca-Cola

With the campaign called #PowerHasNoGender, Coca-Cola is using the women’s cricket world cup to promote its energy drink, Powerade. Indian female all-rounder cricketer Jemimah Rodrigues and MS Dhoni have been a part of the advertisement.

3) Puma

After being associated with the sports industry for a very long time, it has been working with Sushma Verma (wicketkeeper and batswoman) for a while now. Pushing the goal of supporting women athletes further, it will use this World Cup as an opportunity to launch the ‘Propah Lady’ campaign.

4) Str8bat

A new Bengaluru-based startup has associated itself directly with Indian T20 captain, Harmanpreet Kaur and launched a new device to help coaches get insights to coaches and players regarding performance levels.

5) Tourism Australia

With the event being hosted in Australia, Tourism Australia has tied up directly ICC to launch the ‘Experience Game and Beyond’ with stars like Brett Lee and Shibani Dandekar. Infact, another campaign called ‘#LedByWomen’ with Parineeti Chopra and Mithila Parker was also launched.

With the Women Cricket industry going on a slow and steady pace to reach greater heights, it isn’t surprising that players like Harmanpreet Kaur are getting Rs 50-60 lakhs as a return for endorsements. This amount might sound nothing in comparison to Virat Kohli’s Rs 6 crore annually, but it’s certainly a start.

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