The Women’s Premier League (WPL) 2026 buying season has arrived, and it’s shaping up to be one of the most disciplined and dynamic markets yet. After India’s historic ICC Women’s World Cup 2025 victory, the league enters its third edition with stronger viewership, rising ad rates, and a growing roster of confident advertisers.
Scheduled between January 9 and February 5, 2026, the tournament will feature five teams and 22 matches, all aired during the 7 pm prime-time slot. With momentum at an all-time high, advertisers are carefully evaluating demand, pricing, and performance potential for this season’s campaigns.
A Record-Breaking Lead-Up to WPL 2026
India’s World Cup win was a turning point for women’s cricket. The final match against South Africa drew 185 million digital viewers, matching viewership levels of the men’s tournaments. Peak concurrency touched 21 million, while 92 million tuned in via Connected TV (CTV).
These record-breaking numbers carried directly into the WPL 2025 season, which achieved a TV reach of 233 million and saw a 150% jump in ratings year-on-year. The opening match alone attracted over 30 million TV viewers. Meanwhile, digital viewership rose 70%, and CTV viewing soared by 102%, proving that women’s cricket is now a mainstream entertainment force.
Rising Rates and Realistic Expectations
With viewership surging, WPL 2026 advertising rates are also rising — but experts note that growth remains steady, not inflated.
Amyn Ghadiali, Country Head at Gozoop Creative, described the shift as healthy: “Last year’s growth was explosive, but 20–40% rate increases this season show maturity, not hype.”
Abhigyan Shekhar, Founder of Zupotsu, agreed. “The T20 World Cup victory created lasting interest. We expect strong double-digit growth in ad demand this year,” he said.
The Board of Control for Cricket in India (BCCI) recently announced ₹48 crore worth of sponsorships for the 2026 and 2027 editions. New partners include ChatGPT, Kingfisher Packaged Drinking Water, and Bisleri, while TATA, Sintex, and Herbalife continue their existing roles.
Broadcasters are equally optimistic. JioStar’s opening rate card quotes ₹50,000 for a 10-second TV spot, marking a major hike. CTV ad inventory is being offered at ₹350 CPM, while mobile rates fall between ₹180–₹220 CPM, depending on audience targeting.
Digital Dominance: CTV Leads the Charge
Digital continues to dominate the media mix, with CTV emerging as the premium attention space.
Ghadiali noted, “CTV is now the main battlefield — big screens, high completion rates, and engaged households.” However, he emphasized the importance of mobile, calling it “the engine of instant engagement, commerce, and second-screen behavior.”
According to Shekhar, “CTV and mobile complement each other. The smartest advertisers balance prestige and performance.” Dalal from Excellent Publicity added, “For brands, it’s no longer about choosing one over the other — it’s about finding the right ratio.”
Advertiser Behavior and Buying Patterns
Despite strong interest, advertisers are cautious. Many brands prefer to finalize deals closer to the event. Vaishal Dalal, Co-founder of Excellent Publicity, explained, “Advertisers negotiate harder and commit later. Most finalize packages only after seeing the latest viewership projections.”
Experts believe this approach reflects smarter budgeting, not hesitation. With more data available, advertisers now aim for precise targeting and measurable ROI.
Who’s Investing Early
Early commitments are coming from FMCG, gaming, sportswear, BFSI, and telecom brands — categories that chase youth and reach.
“Luxury, real estate, and auto brands are watching but not rushing in,” said Ghadiali. “They prefer stability before heavy investment. But beauty, wellness, and fashion brands will expand their presence this season.”
He added that women-focused brands bring contextual strength, while mass categories still drive overall revenue. “Context attracts niche brands; scale attracts everyone else. WPL balances both beautifully.”
Conclusion
The WPL 2026 buying season represents a pivotal moment for women’s cricket and sports marketing in India. With rising rates, higher engagement, and diversified brand participation, the league is moving from explosive growth to sustainable maturity.
Advertisers see WPL as more than a trend — it’s a proven, data-backed platform with premium reach and long-term potential. If 2025 proved WPL’s promise, 2026 will prove its permanence.
