India’s women athletes are driving digital viewership and sponsor growth

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India’s women athletes are not just breaking records on the field—they’re transforming the digital and commercial landscape of Indian sports. According to a report by GroupM ESP and Sportstar, digital viewership for women’s sporting events in India has surged 5x in recent years, with brand sponsorships growing 50% faster than in men’s categories.

This momentum reflects a clear shift in both consumer interest and advertiser confidence. Flagbearers like PV Sindhu, Harmanpreet Kaur, Nikhat Zareen, and the women’s cricket and hockey teams are leading the charge, commanding growing followings across streaming platforms and social media.

The report highlights several key drivers behind this trend. First, the growing accessibility of digital platforms has enabled women’s matches and tournaments to reach wider audiences, especially in Tier-2 and Tier-3 cities. Second, brands are increasingly recognising the equity, inspiration, and engagement potential women athletes bring to the table—especially in categories like fitness, wellness, FMCG, and fintech.

The growth of dedicated women’s leagues, such as the Women’s Premier League (WPL) in cricket, has further professionalised the segment and opened up monetisation avenues. With more investments flowing into grassroots programs and youth academies for girls, the report suggests this trend is set to accelerate.

GroupM ESP also emphasises the role of performance narratives and individual athlete stories in attracting viewers—highlighting the need for more storytelling around women in sport, both on-field and off.

As brands continue to seek deeper audience engagement, India’s women athletes are emerging not just as icons of achievement but as powerful digital and commercial assets in a rapidly evolving sports ecosystem.