The International Cricket Council (ICC) has launched its flagship “Will to Win” campaign ahead of the ICC Women’s Cricket World Cup 2025, set to begin in just three weeks. With India hosting the tournament after a 12-year gap, the campaign aims to drive record fan engagement through powerful, purpose-driven storytelling.
At the heart of the campaign is a short film—available on icc-cricket.com—that traces the journeys of several women cricketers from humble beginnings to the global stage. Featuring star players including Smriti Mandhana, Harmanpreet Kaur, Chamari Athapaththu, Ellyse Perry, Marizanne Kapp, Muneeba Ali, Nigar Sultana Joty, Amelia Kerr, and Nat Sciver-Brunt, the video blends stylized visuals, real footage, and emotional storytelling to showcase the grit and perseverance behind their rise to greatness.
Empowering storytelling meets strategic fan outreach
More than a marketing initiative, “Will to Win” reinforces the ICC’s broader mission to elevate women’s cricket as a global force. Through imagery and match-cut transitions between life stages, the film emphasizes the transformation of dreams into reality—an approach that aligns closely with India’s increasing role as a key market for women’s cricket.
ICC Chairman Jay Shah noted:
“This campaign is not just a showcase of world-class talent, it is a tribute to the journeys, sacrifices, and aspirations that define the women’s game… We believe it will resonate deeply with audiences across the globe and help further cement the enduring legacy of women’s cricket.”
Record-low ticket prices to boost attendance
The ICC is also aiming to drive stadium attendance with an unprecedented INR 100 (approx. USD 1.14) starting price for all league matches in India. Tickets are now available via tickets.cricketworldcup.com.
The pricing strategy represents a bold move to ensure packed stadiums and broader access, marking a first for any ICC global event. The general ticket window is now open to the public.
Tournament details and venues
The ICC Women’s Cricket World Cup 2025 will run from 30 September to 2 November, featuring 31 matches across five venues:
- DY Patil Stadium (Navi Mumbai)
- ACA Stadium (Guwahati)
- Holkar Stadium (Indore)
- ACA-VDCA Stadium (Visakhapatnam)
- R Premadasa Stadium (Colombo, Sri Lanka)
Eight top teams will compete for the prestigious trophy, with India’s return as host country serving as a major milestone in the ICC’s women’s cricket development roadmap.
Purpose-led campaigns gaining commercial traction
The “Will to Win” campaign also marks a continued trend in cricket marketing toward emotionally resonant, socially driven narratives. By focusing on resilience, empowerment, and transformation, the ICC is positioning the Women’s World Cup not just as a sports event, but a global movement.
With increased corporate backing, rising fan interest, and more accessible ticketing, the 13th edition of the Women’s World Cup is set to become a landmark moment in cricket’s commercial evolution.
