Smriti Mandhana’s WPL 2024 Victory Propels Her Brand Value, Attracts Marketers’ Attention

Sixteen years after its inception, the renowned cricket franchise Royal Challengers Bangalore (RCB) has finally emerged victorious, not with their men’s team in the IPL but with their women’s team in the Women’s Premier League (WPL) 2024. The exceptional performance of RCB’s eves, led by captain Smriti Mandhana, has caught the attention of marketers and fans alike.

Industry experts are anticipating a substantial rise in Smriti Mandhana’s brand value following the historic victory. Aviral Jain, Managing Director at Kroll‘s Valuation Advisory Services, projects a 30% increase in her current valuation, driven by an expanding brand portfolio and enhanced fee structures by the year-end. Brands are keen on associating with Mandhana as a brand ambassador due to RCB’s newfound brand goodwill as first-time champions in the WPL.

Tuhin Mishra, Managing Director at Baseline Ventures, the firm managing Mandhana’s endorsements, highlights the significance of RCB’s triumph in WPL 2024. Mishra praises Mandhana’s leadership skills and on-field performance, attributing these factors to the surge in her brand endorsements. Mandhana’s extensive brand portfolio includes big names like Gulf Oil, alongside icons like MS Dhoni, indicating her consistent appeal to sponsors.

Discussing Mandhana’s endorsements, Mishra cites the positive impact of RCB’s victory on her sponsorship deals, propelling her ahead in the athlete endorsement landscape. With brands such as SBI, Nike, Red Bull, Herbalife, and PNB MetLife in her kitty, Mandhana’s youthful persona and articulate communication style make her a sought-after figure for diverse industries.

As a digital persona, Smriti Mandhana stands out not only among male cricketers but also rivals leading Bollywood actresses in terms of social media following and engagement. Boasting over 10 million Instagram followers, with a staggering 12-15% engagement rate, Mandhana’s popularity has surged exponentially post the WPL victory, attracting sponsors and fans alike.

The Women’s Premier League (WPL) has significantly intensified the spotlight on female cricketers, fostering increased brand engagement with women athletes across diverse segments. Players like Deepti Sharma and Pooja Vastrakar have secured substantial sponsorship deals on par with their male counterparts, setting a new benchmark for gender equality in sports endorsements.

Ajimon Francis, Managing Director at Brand Finance India, underscores the rising appeal of women cricketers post WPL’s success, with stalwarts like Jemimah Rodrigues and Harmanpreet Kaur commanding significant brand presence. The changing dynamics of female athlete endorsements signal a broader acceptance and recognition of women athletes in the commercial and sporting landscape.