281 Billion Minutes And Counting: Why She Matters For Brands, Society And Sports Economy

Women’s sports in India are thriving, with record-breaking crowds, rising investments, and changing perceptions, marking a new era of recognition, growth, and inspiration for future generations.

Why She Matters For Brands, Society And Sports Economy

Source : Pinterest/aamoljadhav, kirubadevi, hskosiee

{By: Aman Dhall}

Women’s sports in India are undergoing a remarkable transformation, breaking records, reshaping perceptions, and inspiring a new generation. Last year’s ICC Women’s T20 World Cup was more than just a tournament—it was a defining moment for women’s cricket.

The high-voltage India vs. Pakistan clash at Dubai International Stadium, which India won by six wickets, drew 15,935 spectators—a record for the highest-attended group-stage match in the tournament’s history, according to the International Cricket Council (ICC).

But this was just one milestone in a much larger movement. The biggest-ever attendance at a women’s cricket match remains the 2020 T20 World Cup final between India and Australia at the Melbourne Cricket Ground (MCG), where 86,174 spectators filled the stands.

Such figures highlight the unprecedented rise of women’s sports, driven by increased investment, changing societal norms, and strong government support.

Breaking Barriers: India’s Women Sporting Icons

Indian female athletes have shattered long-standing barriers, proving their mettle at the highest level. The breakthrough moment came at the 2000 Sydney Olympics when Karnam Malleswari won India’s first-ever Olympic medal in women’s weightlifting—a milestone that paved the way for future generations.

Since then, India’s sporting icons like Mary Kom, Saina Nehwal, PV Sindhu, Mirabai Chanu, Smriti Mandhana, and Harmanpreet Kaur have put the country on the global sports map, winning medals at the Olympics, World Championships, and elite tournaments. Their success has not only earned them personal accolades but has also reshaped how India views women in sports.

A Gendered Playing Field Yet: The Stakes for Resources & Coverage Are Rising

Despite these achievements, women’s sports is still a work in progress, receiving lesser resources, funding, and media attention compared to what their male counterparts enjoy. A 2023 study by the Women’s Sport Trust found that women’s sports accounted for only 16% of total sports media coverage—even as viewership in key women’s leagues surged by over 75% compared to previous years.

The gap extends beyond media visibility. Deloitte projects that global revenue from women’s sports will exceed $1.3 billion in 2024, reflecting a 300% increase from 2021, yet sponsorship money still heavily favors men’s sports. Encouragingly, a 2024 survey by Sports Innovation Lab revealed that more than 80% of brands plan to boost their sponsorship investment in women’s sports—a sign that change is underway.

Education & Grassroots Initiatives Fueling Change

A key driver behind this surge in women’s sports is education. As literacy rates rise, more young girls are gaining the confidence to pursue sports. According to World Bank data, India’s youth female literacy rate (ages 15-24) reached 96% in 2023—a huge leap that has translated into greater participation in school and college-level sports.

Educational institutions are also stepping up, offering sports scholarships, structured training, and improved facilities. Corporate Social Responsibility (CSR) programs and grassroots sports initiatives are playing a crucial role in nurturing young talent, creating pathways for women to transition from amateur to professional sports.

Government & Private Sector Driving Investment

Recognising the importance of structured support, the Indian government has launched multiple initiatives to boost women’s sports participation. The Khelo India Program has provided financial assistance of up to ₹6,28,400 annually to 1,374 female athletes, ensuring access to training, nutrition, and international exposure. The Target Olympic Podium Scheme (TOPS) supports elite athletes, offering world-class facilities and financial backing.

The private sector is also making significant investments. Women-centric leagues such as the Women’s Premier League (WPL) in cricket and emerging tournaments in kabaddi and rugby are receiving corporate sponsorships, proving that women’s sports are commercially viable. Even state governments, such as Odisha, are leading by example, investing in professionalising women’s rugby and other disciplines.

Women’s Viewership Is Driving The Game

Women are not just participating in sports—they are shaping it as consumers. Attendance at women’s sporting events is rising, but so is digital engagement.

According to Broadcast Audience Research Council (BARC) India, women’s IPL viewership has skyrocketed over the years. Female viewers logged 139 billion minutes in 2019, increasing by 23% to 171 billion in 2020, then 201 billion in 2021, and 251 billion in 2022. Most recently, 2023 data shows a further 12% increase, reaching approximately 281 billion minutes.

This sustained engagement has not gone unnoticed by brands. More companies are tailoring marketing strategies to female sports audiences, leading to increased investment in women’s leagues and tournaments.

The Fitness The Well-Being Boom Supplementing Sports Culture

Beyond competitive sports, women’s participation in fitness activities like yoga, running, and cycling has also soared. A 2024 Euromonitor report found a 35% rise in yoga participation among Indian women in just two years, while female gym memberships have surged by 40% since 2021.

This shift is fueling a booming market for women’s sports apparel, wellness programs, and digital fitness solutions, with India’s activewear segment seeing double-digit growth in recent years.

The Multiplier Effect: Sponsorship, Revenue & Global Trends

The global economic potential of women’s sports is finally being recognised. Deloitte reports that investment in women’s sports has grown by over 30%, reflecting a broader societal shift toward gender inclusivity.

The Tokyo 2020 Olympics proved that women’s sports are not just about participation—they are commercially viable. Indian women’s contributions to the country’s medal tally drove an increase in corporate sponsorships, endorsements, and infrastructure development.

India is now replicating global models of success. The WPL in cricket and the Pro Kabaddi League for women are attracting major financial backing, while state initiatives—such as Odisha’s investment in multiple sports including women’s rugby—are further professionalising women’s sports.

The Road Ahead: Research, Social Change & Sustainable Solutions Are Important

While progress is evident, challenges remain. Women still lack representation in sports administration, affecting policy decisions. Pay parity, though achieved in women’s cricket, remains an issue across other sports.

Additionally, research on women’s sports in India is limited—issues such as athlete retention, dropout rates, and post-career opportunities remain underexplored. Without concrete data, addressing these challenges becomes difficult.

Women’s sports in India are on the cusp of a transformation. With the right mix of government initiatives, private investment, grassroots development, and digital innovation, it can become a powerful engine for economic and social change.

The momentum is here—and if we seize it, women’s sports will not just redefine India’s sporting landscape but inspire generations globally.

 

(The author, Aman Dhall, is an entrepreneur, angel investor, former journalist, and athlete. Views expressed are personal.)