The historic World Cup win has led to brands’ interest in the Indian players, with captain Harmanpreet Kaur emerging as one of the key beneficiaries. Her endorsement deals are expected to see a nearly threefold growth in the near future.

Harmanpreet, who was widely lauded for taking a crucial catch of Nadine de Klerk to secure India’s victory over South Africa in the World Cup final, was associated with more than eight brands before the tournament. According to her manager, Noopur Kashyap, this number has already started to increase.

“Harman was already associated with over 8-10 brands before the World Cup. However, following the tournament, her brand deals are expected to increase both in value and quantity by three times. We’ve seen interest from brands outside the traditional sports industry, which shows a wider recognition and willingness to collaborate with her,” Kashyap shared with PTI.

Kashyap stated that the 2017 final was a major turning point for women’s cricket in India, but the recent title victory has taken the sport’s visibility and brand engagement to a new level.

“As an athlete’s business manager, I’ve noticed a significant rise in both interest and investment in women’s cricket, particularly following the World Cup victory.

“The shift has led to an increase in brand endorsements, demand, and recognition. Previously, sponsorship opportunities were limited, but now we’re witnessing a major change in the way brands approach the sport,” she added.

She noted that brands previously tended to focus on the physical appearance of female cricketers, but this approach is slowly evolving.

“Many brands are now reflecting on equality, empowerment, and inspiration.

“The narrative is changing, and brands are starting to appreciate the importance of portraying female cricketers as strong, skilled, and accomplished athletes in their own right,” she mentioned.

“Through this shift, they are not only reshaping the narrative around female athletes but also helping a more inclusive and supportive sports culture,” Kashyap concluded.

After the World Cup, Harmanpreet is travelling to different cities for media appearances and brand partnerships.