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The Indian women’s team, which won the Women’s ODI World Cup for the first time, met Prime Minister Narendra Modi on 5 November.
After winning the World Cup, the brand value of the players of the Indian women’s cricket team has increased by more than 50%. According to PTI report, top performers like Smriti Mandhana, Shefali Verma and Jemimah Rodrigues are now expected to get individual endorsement deals above Rs 1 crore.
There are many brands who want to make him the face of their campaigns. These include car companies, banks, FMCG, athleisure, lifestyle, beauty, personal care and education companies. Top women cricketers are now entering the space which was earlier considered male-dominated.
What is brand value, what does its growth mean?
Suppose, a cricketer is not just a player who scores runs on the field, but is a ‘brand’ – like the logo of a company. Increasing his brand value means that the ‘market price’ of his name, image and fan following has increased. That is, companies are ready to pay him more money to promote their products. This value is measured in rupees and is directly linked to endorsement (advertising) deals.
Endorsement value of top level players increased 2 to 3 times
Karan Yadav, Chief Commercial Officer of JSW Sports, a firm that manages players like Jemima, said, the endorsement value of top level players has increased by 2 to 3 times.
- Jemima’s value has increased from around Rs 60 lakh to above Rs 1.5 crore.
- Shefali’s value has also increased from around Rs 40 lakh to more than Rs 1 crore.
Followers increased on social media, brand value also increased due to this
Yadav said that the increasing connect of these players with the fans is clearly visible from the explosion of engagements on social media. This has also helped in increasing their brand value. Like Jemima’s followers doubled to 3.3 million and Shefali’s increased by more than 50%.
India became champion after waiting for 47 years
This month, on November 2, the Indian women’s team won the ODI World Cup title for the first time by defeating South Africa by 52 runs after a long wait of 47 years. South Africa chose bowling at the DY Patil Stadium. India scored 298 runs losing 7 wickets. Shefali scored 87 runs, Deepti Sharma scored 58 runs, Smriti Mandhana scored 45 runs and Richa Ghosh scored 34 runs. Ayabonga Khaka from South Africa took 3 wickets.
In front of a big target, South Africa team was all out after scoring 246 runs. Captain Laura Wolvaardt scored her second consecutive century, but was out before leading the team to victory. Part time off spinner Shefali Verma from India turned the match by taking 2 wickets. Whereas Deepti Sharma led the team to victory by taking 5 wickets. Deepti was chosen Player of the Tournament.
India Women’s team with the ODI World Cup trophy.
Jeet shifts from ‘promising’ to ‘mainstream’
Tuheen Mishra, co-founder of Baseline Benchers, the firm handling Richa Ghosh and Radha Yadav, said – This victory has shifted the players from ‘promising’ to ‘mainstream’. If this trend continues, women cricketers could command 20-25% of the total cricket endorsement value in the next few years.
Tata will gift Sierra SUV to the World Cup winning team
Recently, Tata Motors MD and CEO Shailesh Chandra had said that inspired by the team’s determination, the top model of Tata Sierra is being gifted to all the players. This is also a kind of branding strategy. With exploding social media metrics, brands are finding unique storytelling.
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