Starting in 2025, ICC women’s cricket events will have their own sponsors, distinguishing them from men’s events. This change aims to raise the profile of women’s tournaments and recognize their unique commercial value. The initiative begins with the 2025 ODI World Cup, the 2026 T20 World Cup, and the 2027 Champions Trophy, in partnership with Unilever, with plans for future expansion.
Anurag Dahiya, ICC’s chief commercial officer, stated that this is the first time they are offering specific commercial opportunities for women’s cricket, viewing the Unilever partnership as a sign of confidence in women’s cricket’s independent value. He emphasized that this separation indicates women’s cricket is now seen as a distinct and commercially viable product, not just an addition to men’s cricket.
Dahiya highlighted that advertisers are shifting from merely subsidizing women’s cricket to making genuine investments, driven by the belief in its potential to generate revenue, attract audiences, and gain relevance.
The decision is supported by the growing interest in women’s cricket, with increasing attendance at stadiums and viewership on broadcast and digital platforms. Audience records have been consistently broken in recent years.
Last year’s T20 World Cup saw record attendance for a group stage match between India and Pakistan (15,935 people), and a sold-out final between New Zealand and South Africa. This was the third consecutive sold-out women’s T20 World Cup final. The 2023 T20 Women’s World Cup had a 790% increase in viewership compared to 2020, and this growth is expected to continue as more teams participate.
The T20 World Cup will expand from ten to twelve teams in 2026, and the introduction of a T20 Champions Trophy in 2027 ensures an annual women’s ICC event.
Dahiya mentioned that the expansion of events provides momentum, with new events like the Under-19 Women’s T20 World Cup and the Women’s Champions Trophy, and increased participation in existing events. This creates more opportunities for players and for fans to enjoy top-level women’s cricket.
While acknowledging women’s cricket’s distinct identity, rhythms, and fan base, Dahiya noted that it also benefits from the existing men’s cricket fan base. He also pointed out the emergence of new viewers, particularly in the UK, where women’s sport is family-friendly and attracts young female fans.
Unilever’s ‘positive beauty’ campaign, which promotes inclusivity and diverse representation of women, aligns well with the ICC’s strategy. Dahiya emphasized the importance of challenging stereotypes and promoting women cricketers as high-performing athletes, regardless of their background or body type, focusing on their on-field achievements.
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