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%.
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.