Mumbai, India – February 14, 2025: With the Women’s Premier League (WPL) expanding, international deodorant brand Rexona has launched its first association as the ‘Official Freshness Partner’ of the Mumbai Indians women’s team. The partnership is a testament to the growing commercial interest in women’s cricket, aligning with Rexona’s mission to empower sportswomen and gain confidence through movement.
Women’s Cricket on the Rise: A Game-Changing Moment
The second WPL season up to March 15 is an important milestone in women’s cricket progression. Having watched the first season by an estimated 50 million viewers and their franchise value placed at more than INR 4,600 crore, the league is on course to break even and potentially change the course of marketing women’s sports. Then BCCI secretary Jay Shah‘s landmark decision to introduce equal pay for women cricketers, aligning their match fees with their male counterparts, has further fueled interest and investment in the sport.
Industry reports state that sponsorship incomes of WPL teams have jumped 40% year-on-year, with brands competing to tie up with the emerging stars of women’s cricket. Rexona’s foray into this territory is proof of the commercial attractiveness and increasing market worth of women’s sport.
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Rexona’s Vision: Confidence & Freshness for Athletes
Rexona has long supported women in sports, with international sponsorships such as the FIFA Women’s World Cup and the Saudi Arabian Football Federation (SAFF). Their new partnership with Mumbai Indians continues their focus on motivating female athletes.
Vipul Mathur, Executive Director – Personal Care, Hindustan Unilever, emphasized the importance of the partnership, stating:
“We are thrilled to join hands with Mumbai Indians’ women’s team. At Rexona, we believe in the transformative power of movement, and this partnership reflects our dedication to empowering athletes with freshness and confidence. Women’s sports have redefined barriers, and we aim to inspire them to move forward fearlessly.”
Nitin Agarwal, CMO – Unilever International, added:
“Partnering with Mumbai Indians isn’t just about visibility; it’s about championing resilience, determination, and breaking limits. Women’s cricket is thriving, and Rexona is here to ensure that every player steps onto the field feeling fresh, confident, and ready to perform at their peak.”
The Commercial Boom of WPL & Women’s Cricket
The growing commercial success of the WPL reflects a global shift in the perception of women’s sports. A report by Deloitte projects that women’s sports revenue will surpass $1 billion globally by 2027, with India being one of the key contributors.
Market Growth of Women’s Cricket (2023-2025)
- WPL Sponsorship Revenue Growth: 40% YoY
- Franchise Valuations: INR 4,600 crore+
- WPL Viewership (2023): 50 million+
- Women’s Sports Revenue (Global, 2027 Projection): $1 billion+
Breaking Barriers: Equal Pay & Greater Opportunities
Greater financial stability and professional advancement in cricket have been made possible by the BCCI’s historic decision to implement equal match fees for women players, which are INR 15 lakh for Test matches, 6 lakh for ODI matches, and 3 lakh for T20I matches. This action has received a lot of appreciation for promoting gender equality in cricket and positioning India as a leader in the global sports movement for equal pay.
The Future of Women’s Cricket: What’s Next?
With growing corporate support, record viewership, and a strong initiative for gender equity in sports, the WPL is set to become one of the world’s most significant women’s sporting leagues. With brands like Rexona coming forward to sponsor women’s players, the future of women’s cricket seems bright.
As the WPL continues, fans can look forward to tight games, shattered records, and a league set to transform the sports business. With friends like Rexona for not keeping the heat on sports heroes, Mumbai Indians’ women are ready to bring the house down!
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