New Rivalry Between Men and Women Begins Outside the Sporting Arena

There was a time in the world of sports when games like cricket or football were considered the domain of men. In broadcasts, advertisements, and discussions, male viewers were regarded as the primary audience, and the participation or presence of women was not given much importance. However, this situation is now changing rapidly. Women are now becoming a new market for sports, not only as players on the field but also as viewers on television and digital platforms.

According to a report by Sandesh, a study by JioStar revealed that 53 crore women watched sports in India in 2025. The proportion of sports viewership among women has doubled over the last five years. During this period, the digital reach of female viewers has increased four-fold, and the reach on HD TVs has increased three-fold. This change is not limited only to women's cricket, but interest among women has also grown in sports such as the Pro Kabaddi League, tennis, and the English Premier League.

According to a FICCI-EY 2026 report, there were 30 crore female viewers watching sports on television in India in 2025, accounting for 48 per cent of total TV sports consumption. According to the same report, women's share of the total viewership of Star Sports remained at 47 per cent. A clear example of this shift was seen in the 2025 Women's Cricket World Cup, where the number of female viewers increased seven-fold compared to 2021. The first 13 matches of this tournament received over 6 crore viewers on digital platforms, which was five times higher than the previous edition. The match between India and Pakistan achieved a digital reach of 2.84 crore, while 18.5 crore users joined JioHotstar for the final. Notably, this figure was equal to the digital viewership of the 2024 Men's T20 World Cup final.

According to a report by LS Digital, women's sports are not watched only by women; in the social data of recent women's cricket tournaments, 57 to 58 per cent of the viewers were men. This is a significant signal for brands. According to a KPMG 2025 report, the value of athlete brand advertisements in India reached ₹1,224 crore in 2024, which was 32 per cent higher than the previous year.

There has also been a major surge on the sponsorship front. According to the LS Digital report, the increase in sponsorship in women's leagues has been 50 per cent faster than in men's leagues. 86 per cent of sponsors stated that their advertisements associated with women's sports are providing returns as expected or more. Due to this trend, an increase of 25 to 100 per cent has been noted in the brand advertisement value of players like Smriti Mandhana and Jemimah Rodrigues. Globally, according to Deloitte's estimate, the total revenue of women's sports, including sponsorship, partnerships, and other commercial income, could reach 300 crore dollars in 2026.

Now, the game of sports has become not just about viewers but also about investment. The growing popularity of women's sports is providing broadcasters with more broadcasting rights, brands with new customers, and players with opportunities for higher income. However, to maintain this growth over the long term, investment in female athletes, continuous broadcasting, better facilities, and the organization of regular tournaments will be necessary. In the coming years, the sports economy will depend on the professional opportunities available to this market.