WPL vs Champions Trophy: Who Will Win the Viewership Battle?

HIGHLIGHTS:

• The WPL's overlap with the ICC Champions Trophy could impact its viewership and sponsorship revenue, with experts predicting a decline in earnings.
• WPL shows growth potential but needs stronger marketing and star performances to build broader viewership and compete with major events like IPL and Champions Trophy.
• Advertisers are facing tough choices, with limited budgets forcing them to split investments between the Champions Trophy and WPL.
• WPL's long-term success relies on effective storytelling, strong TV promotions, and fostering a loyal fan base for women's cricket.

The Women’s Premier League (WPL) and the ICC Champions Trophy will overlap from February 14 to March 15, with the Champions Trophy running from February 19 to March 9. The BCCI has scheduled WPL to avoid clashes with India’s international matches. However, the overlap may affect advertising and sponsorships, forcing brands to choose. Experts predict WPL 2024 will earn around Rs 90 crore, a 15-20% drop from last year’s Rs 110 crore due to the overlap with the Champions Trophy.

Krishnarao Buddha, media and marketing expert stated, “The Champions Trophy comes before IPL, and WPL comes before both, making it even more vulnerable.”

WPL offers brands exposure to new audiences, though it doesn't match the viewership of IPL or the Champions Trophy. Rajiv Dubey, VP of Dabur India, notes that advertisers seeking massive reach may still prefer IPL and Champions Trophy. The second season of WPL saw a viewership increase, with 103 million cumulative TV viewers after 15 games, compared to 50 million for season one’s first 14 games. In contrast, IPL 2024 attracted 620 million viewers on JioCinema alone.

Rajiv Dubey, Dabur India added, “With IPL and CT, we reach light TV viewers who don’t watch sports regularly but tune in for these events.”

Last year, while the league drew many sponsors, the broadcasters did not garner as much interest from advertisers. Divya MS, business head of ITW 360, says in its formative years, sponsor interest in teams and the league is a great sign as these are usually long term deals and show the brand's faith in the growth of the league and aligning their messaging with the league.

“On the other hand, advertisers comparatively have a more short term outlook and may have a strategy to wait and watch for a season or two to ensure that the viewership aligns with their target demographic,” she says.

Joy Personal Care had sponsored IPL teams like Gujarat Giants and Delhi Capitals since the WPL's first edition, targeting social viewers who engage with the cultural buzz of the game. However, after its deal ended this year, the brand withdrew due to limited inventory and insufficient exposure. Poulomi Roy, CMO of Joy Personal Care (RSH Global), emphasizes that brands investing in WPL need a clear purpose beyond just sponsorship.

 “Simply associating isn’t enough—you must create meaningful narratives and have the patience to let them grow. Many lack that patience, but long-term commitment is key to real impact,”- Poulomi Roy, RSH Global

Shrenik Gandhi, White Rivers Media said, “Premier League-style tournaments like WPL will come later, but the Champions Trophy offers a diverse mix of teams and players, making it more competitive and exciting—especially if India plays.”

However, Wavemaker India's Srinivas Rao believes BCCI's backing, the rising popularity of female cricketers, and increased spectator engagement could help the WPL gain traction.

Jigar Rambhia, the head of Fuse India, says that scheduling overlaps are inherent in sports broadcasting. “The two tournaments provide complementary opportunities for brands to engage with diverse audiences, maximising their reach and impact,” he added. WPL's growth and challenges

The BCCI has expanded the WPL to Lucknow, Vadodara, Mumbai, and Bengaluru, boosting fan engagement and social media buzz. This multi-city approach enhances stadium attendance and makes the league more attractive for advertising.

“WPL should help brands build their entire campaign to be designed around it. By creating opportunities to do a complete surround, it will ensure better traction, ” Srinivas Rao, Wavemaker India added.

Further, “The key to maximising this potential will be effective marketing, ensuring games are held in cricket-loving regions, and creating an engaging match-day experience. With these factors in play, the expansion could be a significant step in growing both the league and the popularity of women's cricket,” he says.

Need for star performances

Buddha believes the league requires spectacular performances from its stars to gain recognition. Without a star player's swashbuckling performance, WPL excitement is restricted. A hat-trick or exceptional feat draws viewers. “A viral moment can attract viewers and boost ratings,” he explains.

Marketing strategies for success

A media expert on the condition of anonymity notes that WPL's biggest gap is a lack of strong marketing. The focus is heavily on digital, but a growing property like this needs an equally strong, if not greater, TV push.

The WPL excels with strong programming, player-focused storylines, and showcasing women's cricket as equally talented as men's, which Divya believes will drive success.

“The more fans are intrigued by the league, the more we will see viewership rise, and so will brand interest. Fostering and growing the community of women’s cricket fans and their involvement in the game through deeper brand integrations may also prove to be impactful,” she says.