The Rise Of Women's Sports In India: Cultural Impact And Marketing Trends
India's women's cricket team has made significant strides recently, culminating in their World Cup victory, which has had a profound impact on the country's cultural and marketing landscape. According to a study by LS Digital, titled "The Rise of Women's Sports Marketing in India," the team's success has accelerated the growth of women's sports as a commercial and cultural category (LS Digital, n. d.). The report highlights a shift away from corporate social responsibility (CSR)-led visibility towards a broader, digitally driven ecosystem shaped by viewership trends, sponsorship confidence, and recent institutional changes.
The study notes that around 50% of labelled conversations now position women athletes as national figures, reflecting their increasing cultural presence (LS Digital, n. d.). This phenomenon, termed "patriotic marketing," sees 78% of content focusing on national achievement narratives, while consumer engagement and the "local hero" effect account for 11% each. The report also cites global estimates that place the women's elite sports category at $2. 35 billion by 2025, supported by sponsorship in women's leagues growing at a faster rate than men's (LS Digital, n. d.). 86% of sponsors reported that their campaigns met or exceeded return-on-investment expectations.
The surge in women's sports participation in India has been accompanied by a growing recognition of the need for greater infrastructure and support systems. According to a report by the Asian Development Bank (ADB), India has made significant progress in increasing access to sports facilities and training programs for women, but much work --- to be done (ADB, 2020). The report highlights the importance of investing in sports infrastructure, particularly in rural areas, to provide women and girls with equal opportunities to participate in sports.
For instance, the Indian government has launched initiatives such as the "Khel India" program, which aims to promote sports development in rural areas and provide training and coaching to young athletes (Government of India, 2018). The growth of women's sports in India has also been driven by the increasing visibility of female athletes in various sports.
According to a study published in the Journal of Sports Science and Medicine, the number of Indian women participating in international sports competitions has increased significantly over the past decade, with women now making up around 30% of India's national teams (JSSM, 2019). The study highlights the achievements of Indian women athletes in sports such as badminton, wrestling, and athletics, who have won numerous international medals and accolades.
Alternative viewpoints and findings: See hereNew Delhi: LS Digital has released its year-end study, The Rise of Women⁘s Sports Marketing in India, outlining how India⁘s Women⁘s Cricket World ...◌◌◌ ◌ ◌◌◌
