The Morning Brief Viral to Valuation: Building Women’s Cricket as a Brand
Nov 25, 2025
Harish Bijoor, a business and brand strategy specialist, and Lloyd Mathias, a marketing veteran and angel investor, delve into the emerging landscape of women's cricket post-World Cup victory. They discuss the historical imbalance in brand investments favoring men’s cricket and advocate for impactful storytelling to engage fans. Mathias emphasizes the need for standalone sponsorships and year-round engagement strategies, while Bijoor highlights international equity gaps. Together, they explore the exciting potential for women's cricket to carve out its own identity and thrive.
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Cricket's Gendered Legacy Limits Investment
- Cricket in India has been historically gendered so men's cricket dominates attention and sponsorship.
- Harish Bijoor argues de-gendering cricket requires deliberate brand and corporate investment to shift eyeballs and money.
Shift Budgets From Default To Deliberate
- Brands must stop defaulting 90%+ of cricket budgets to men's cricket and create 'business unusual' investments into women's cricket.
- Harish suggests conglomerates pool funds to build women's cricket over an 8–10 year roadmap.
Invest In Player Storytelling
- Build and communicate personal stories for every woman cricketer, from hometown roots to passion and success.
- Harish urges corporates to fund grassroots storytelling to create year-round visibility and fan connection.