The members of the Indian women’s cricket team have seen their brand values skyrocket, thanks to their maiden Women’s World Cup triumph after defeating South Africa on Sunday. Women’s cricket in India has endured many near-misses and heartbreaks, but the showdown in Navi Mumbai over the weekend healed past wounds and paved the way for unprecedented opportunities. Early reports suggest that the brand endorsement fees for Indian women’s team players have already increased by 25% to 100%.

According to Economic Timesplayers like Jemimah Rodrigues, Smriti Mandhana, Harmanpreet Kaur, Deepti Sharma, Shafali Verma, and others have seen their social media accounts flood with followers, some even doubling or tripling in numbers. Brand endorsement inquiries have surged, with agencies witnessing an unprecedented demand. “Since this morning, there’s been a rush of brand queries-not just new endorsements but also renegotiations, with fee increases upwards of 25-30%,” said Tuhin Mishra, Managing Director of Baseline Ventures.

Jemimah Rodrigues, the cricketer who made the world take notice with her exemplary 127 not-out in the semi-final against Australia, has reportedly seen her brand value shoot up by 100%. Karan Yadav, Chief Commercial Officer at JSW Sports, the agency that manages Jemimah, said: “We’ve been flooded with requests almost immediately after the match against Australia was completed. We’re in conversation with brands across 10-12 categories.”

As per the report, Jemimah now charges a brand endorsement fee in the range of Rs. 75 lakh to Rs. 1.5 crore, depending on the longevity of the association and deliverables.

Smriti Mandhana, the highest-paid female cricketer in the country, already endorses 16 brands, including HUL’s Rexona deodorant, Nike, Hyundai, Herbalife, State Bank of India (SBI), Gulf Oil, and PNB MetLife Insurance. Through her endorsements, the 25-year-old reportedly earns Rs. 1.5-2 crore per brand.

Priya Nair, Managing Director of Hindustan Unilever, was prepared to launch a full-page Surf Excel ad even before India had won the Women’s World Cup final. The plan was put in place well in advance for Surf Excel’s ‘Daag Acche Hain’ campaign and Rexona featuring Rodrigues: “The maidan belongs to every woman who shows up, stands tall, and plays her heart out.”

Several other brands capitalised on the hype around India’s Women’s ODI World Cup win by posting congratulatory messages across social media platforms. Swiggy Instamart shared a series of posts, one of which read: “Queen served so good, the entire stadium couldn’t sit still.”

Puma, which sponsors Harmanpreet Kaur, Deepti Sharma, and Richa Ghosh, wrote during the campaign: “Every doubt. Every headline. Every heartbreak. Burned. Harmanpreet Kaur is a World Cup-winning captain.” Pepsi also joined the trend with a congratulatory ad: “From one blue team to another.”

The early rush has given Indian women’s cricketers the respect and attention they deserve. But what remains a difficult task is for this recognition to sustain.