While ‘Sports Leagues’ in India are a relatively new development, one that has transformed the sports business and taken money-making in sports to a whole new level, ‘Women’s Sports Leagues’ is an even newer field that has further boosted the market. For an IPL, we now have a WPL (Women’s Premier League).
For an ISL (Indian Super League), we now have an IWL (Indian Women’s League) in football. Some of the other key women’s sports leagues are ASMITA Leagues (formerly known as the Khelo India Women’s League).
ASMITA stands for Achieving Sports Milestone by Inspiring Women Through Action. It is a nationwide initiative launched in 2021 by the Government of India to empower female athletes. From the grassroots level, it supports sports for women across 30 disciplines. It enhances talent identification and boosts India’s international sports performances. The Women’s Kabaddi League is also another addition to this list.
Women’s sports leagues began as a niche category in India that very few took note of. It has now transformed into a high-value commercial powerhouse with commercial growth reportedly outpacing men’s sports by 50%. Massive digital viewership with a nearly 5X spike, rising endorsement values of almost 100% for top stars, and institutional support, such as equal match fees, are the key drivers behind this shift.
As of 2030, the Women’s Sports League sector is expected to reach around $900 million. It has, hence, moved beyond Corporate Social Responsibility (CSR) to core brand strategy with ROI (Return on Investment). These are the markers for commercial momentum and market shift in the landscape for women’s sports, fueled by both performance and systemic investment.
1. Sponsorship & ROI
Sponsorships in women’s sports leagues are growing 50% faster than men’s. 86% of sponsors report that partnerships have either met or exceeded ROI expectations.
2. Digital Viewership
Streaming accounts for over 40% of total viewership with a 5X spike in engagement. Digital behavior is a primary catalyst in this regard.
3. Audience Dynamics
Contrary to traditional assumptions, 57-58% of digital viewers during major women’s cricket leagues are male. This indicates a broad-based appeal.
4. Endorsement Power
Elite athletes in women’s sports are demanding significant fees, with top stars earning up to INR 2 crore per brand.
Some of the key catalysts behind this change are:
1. Institutional Reform
Aspects such as the introduction of equal match fees, increased prize money, etc., have strengthened the category’s commercial identity.
2. Patriotic Narratives
Women athletes are increasingly framed as national icons. Around 50% of online discussions revolve around online conversations focusing on pride and national achievements.
3. Grassroots Development
Around 852 leagues are planned for FY 2025-26 across 15 disciplines to engage over 700,000 athletes. Initiatives like the ASMITA league have expanded significantly to accommodate all of them.
While cricket (led by the IPL) was the dominant force behind this significant change, with team purses rising to INR 15 crores by 2026, other sports are also gaining traction.
Emerging sports such as Chess, Squash, Combat Sports, and Winter Sports make up nearly 22% of recent commercial discussions. There is also a growing support for a professional sports league for sports like Kabaddi. This will unlock the untapped potential and provide year-round competition.
