Scaling Women’s Sports in India: Growth and Monetization Strategies

The conversation around women’s sports in India is evolving, with a focus on building digital ecosystems, creating athlete-driven stories, and fostering sustained fan engagement to drive long-term growth and monetisation.

According to a recent analysis by SportsPro, stakeholders across India’s sporting landscape are shifting from merely generating attention to implementing actionable strategies that can scale women’s sports sustainably. The report highlights that while interest in women’s cricket, badminton, wrestling, and athletics has grown significantly in recent years, converting that attention into lasting engagement requires structural investment in digital platforms, content creation led by athletes themselves, and community-based fan interaction models.

The analysis points to the success of the Women’s Premier League (WPL) as a catalyst for broader change. Since its inception in 2023, the WPL has demonstrated the commercial viability of women’s franchise sports in India, drawing strong television ratings, sponsorship interest, and social media traction. Official Broadcasters’ Audit Committee of India (BARC) data shows that the 2024 WPL final peaked at 18.7 million concurrent viewers, a 40% increase from the inaugural season, underscoring growing audience appetite.

Beyond cricket, national federations are beginning to adopt similar franchise-inspired models. The Badminton Association of India (BAI) launched a pilot women’s doubles league in early 2024, featuring six franchise teams and live-streamed matches on the BAI app and YouTube channel. Similarly, the Wrestling Federation of India (WFI) introduced a digital-first women’s wrestling series in late 2023, combining short-form athlete profiles with live match streams to build personal connections between fans and competitors.

Central to this shift is the emphasis on athlete-driven storytelling. Rather than relying solely on traditional media coverage, sports organizations are empowering female athletes to share their journeys through owned digital channels. The SportsPro feature notes that athletes like PV Sindhu, Manu Bhaker, and Sakshi Malik have cultivated substantial followings by posting training insights, behind-the-scenes content, and advocacy messages directly to fans, bypassing intermediaries and strengthening authenticity.

Fan engagement strategies are also becoming more localized and interactive. In states like Haryana, Punjab, and Maharashtra — regions with strong traditions in wrestling and boxing — grassroots initiatives are combining live viewing centres in schools and community halls with digital watch parties and athlete Q&A sessions. These hybrid models aim to deepen emotional investment while collecting valuable first-party data on viewer preferences and behaviours.

Monetisation pathways are being explored through tiered subscription models, branded content partnerships, and merchandise tied to individual athlete brands. Early experiments show promise: during the 2024 WPL season, franchise-reported merchandise sales increased by 65% compared to 2023, with player-specific jerseys accounting for over half of all sales. Digital platforms are also testing micro-sponsorships, where local businesses support individual athletes in exchange for featured content and event appearances.

Challenges remain, particularly in ensuring equitable access to resources across sports and regions. The SportsPro analysis notes that while cricket and badminton have attracted significant private investment, sports like kabaddi, athletics, and weightlifting continue to rely heavily on government funding. Bridging this gap will require coordinated efforts between federations, corporate sponsors, and media partners to create shared infrastructure and cross-promotional opportunities.

Looking ahead, the focus is on creating self-sustaining ecosystems where fan engagement fuels revenue, which in turn supports better training, exposure, and athlete development. As one unnamed senior administrator from a national federation told SportsPro, “The goal isn’t just to host a successful tournament — it’s to build a year-round narrative that keeps fans connected to the athletes and the sport, season after season.”

With digital adoption rising across India’s youth population and smartphone penetration exceeding 75% nationally, the foundation for scaling women’s sports is increasingly in place. The next phase, as outlined in the SportsPro report, will depend on turning strategic intent into consistent execution — transforming fleeting moments of attention into enduring action.