News Headline
WPL stakes its claim as cricket’s smartest media buy
MUMBAI: The Women’s Premier League is off and running, and advertisers are running with it. As the 2026 season unfolds, the WPL is rapidly cementing its position as one of the most efficient media properties in Indian sport. Broadcast ad rates are up more than 40 per cent year on year, crossing Rs 60,000 per 10 seconds on SD and HD television, yet buyers say the league continues to deliver standout value relative to its scale.
Media agency executives report that total broadcast ad revenues have already doubled over last season, even as the ICC men’s T20 World Cup follows close on the WPL’s heels in February. Rather than dampen demand, the crowded cricket calendar appears to be amplifying the league’s appeal.
The economics are compelling. Analysts peg viewership north of 200 to 250 million at a fraction of the average IPL media investment, making the WPL an attractive proposition for brands seeking reach without excess spend.
Digital demand is also accelerating. Connected TV inventory is trading at premiums of Rs 400 to 500 CPM, while mobile CPMs are holding at Rs 150 to 170. Advertisers are leaning into the momentum created by India’s women’s team following last year’s World Cup triumph. The India–South Africa final alone clocked a cumulative 446 million viewers, matching the men’s T20 World Cup 2024 final.
Broadcaster JioStar has lined up 15 sponsors this season, including SBI, Kingfisher packaged water, Kalyan Jewellers, TVS Eurogrip, VIDA and BHIM UPI, underlining the league’s growing commercial pull.
What is changing, say industry watchers, is the nature of brand engagement. Chintan Shah, senior vice-president at Sportz Interactive, describes the WPL as a high-ROI branding platform, citing a 150 per cent jump in TV ratings since launch and the rapid expansion of connected TV audiences. Viewership this season is expected to climb by at least 40 per cent, building on last year’s TV reach of 233 million, on par with the men’s Asia Cup.
Brand interest is deepening as the season progresses. Karan Yadav, chief commercial officer at JSW Sports, notes that enquiries are nearly double last year’s levels, with many 2025 partners returning. Premium partnerships are up 15 to 20 per cent, while multi-season deals have risen by around 33 per cent as brands opt for longer-term associations.
From the broadcaster’s perspective, the shift is structural. Anup Govindan, head of sports sales at JioStar, says women’s cricket has reached an inflection point. Advertiser engagement is moving from tactical, event-led buys to strategic, multi-event partnerships, with sectors such as BFSI, fintech, auto, EV, jewellery and AI joining traditional FMCG and consumer tech brands.
The bigger upside lies beyond core cricket fans. Prashant Joglekar of SportsBiznet points to first-time and casual viewers, who tend to be more receptive to advertising. A 10 to 20 per cent rise in these audiences, he says, could significantly lift returns for brands.
The task now is to sustain momentum through deeper fan engagement and grassroots investment. But as the WPL plays on, the market verdict is already forming. For advertisers, this is no longer an experiment. It is a smart, scalable bet that is paying off in real time.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
