Dr Shweta Batra ;Ms Anchana Parmar

From CSR token to prime-time asset: India’s 2025 women’s world cup win and the repricing of female cricket endorsements

Case summary: This case study examines how India’s first ICC Women’s ODI World Cup title in 2025 became a commercial inflection point for women’s cricket and transformed the economics of brand endorsements. It traces the institutional evolution of the women’s game in India from the volunteer-led Women’s Cricket Association of India in the 1970s to its merger with the BCCI in 2006, which introduced central contracts, professional coaching, and stable scheduling. Using source credibility and match-up models from endorsement literature, the case explains how victory-driven gains in trust, expertise, and visibility rapidly increased these athletes’ brand value. Designed for courses in sports marketing, branding, and gender in sport, the case invites students to assess how a single tournament outcome can move a category from CSR-led patronage to mainstream strategic marketing—and to evaluate the sustainability and risks of a victory-fuelled endorsement boom.

Keywords:  Brand value; Endorsements; Brand partnership; Audience engagement; Cultural shift.

Pages: 39-47

DOI: 10.64353/SJMIR.VOL.1.ISSUE.2.004