Women’s cricket continues to attract increasing commercial interest, with JioStar announcing a broad roster of sponsors for the ICC Women’s T20 World Cup 2026 as the tournament progresses in England. The lineup brings together brands from a wide range of sectors, reflecting the growing appeal of women’s sport among advertisers seeking scale, engagement and long-term audience growth.
Leading the commercial portfolio are Google Gemini, Herbalife, Havells and Parle Products, which have joined as Co-Presenting Partners. The group represents a diverse mix of categories including artificial intelligence, consumer products and wellness, underlining the expanding range of brands investing in women’s cricket.
Broad mix of brands joins tournament coverage
JioStar has also secured Google Pay, Rado and Campa Energy as Associate Partners for the tournament. In addition, Adidas has come on board as Title Partner for the broadcaster’s pre and post-match live shows.
The breadth of categories represented across the sponsorship roster highlights how women’s cricket is increasingly attracting advertisers beyond traditional sports marketing sectors. Digital platforms, consumer brands, luxury products and sportswear companies are all represented within the commercial lineup.
Several first-time partnerships mark a milestone
The tournament has also brought several notable firsts for the broadcaster’s women’s cricket coverage.
Adidas has become the first global sportswear brand to partner with women’s cricket on JioStar, while Swiss watchmaker Rado is making its first appearance within live cricket sponsorship. Campa Energy has also selected women’s cricket as a platform to build visibility and strengthen its position among consumers.
These additions further expand the range of categories participating in the women’s cricket ecosystem and demonstrate the growing appeal of the sport as a marketing platform.
Women’s cricket attracts wider advertiser interest
Discussing the commercial growth of the category, Anup Govindan, Head of Sales – Sports, JioStar, said in a statement: “Brands now view women’s sport as a marketing and growth platform, and this shift can be attributed to Team India’s maiden ICC Women’s World Cup title in 2025. The ICC Women’s T20 World Cup offers advertisers a unique opportunity to align with a property that combines elite competition and a rapidly expanding fan base.”
The tournament has already produced several headline results, including India’s victory over Pakistan, while England, Scotland, Australia, New Zealand and Bangladesh have also opened their campaigns with wins. The on-field action has provided brands with immediate exposure as the competition continues across England.
Commercial maturity continues to evolve
JioStar said the composition of this year’s sponsor roster reflects an ongoing evolution in the advertiser profile of women’s cricket, with a broader mix of sectors choosing to invest in the sport.
Commenting on that trend, Govindan added: “The participation of brands across diverse sectors and categories that have never before associated with women’s cricket, is the clearest indicator yet of the commercial maturity this ecosystem is beginning to achieve.”
As women’s cricket continues to attract larger audiences and stronger commercial backing, the diversity of brands supporting the tournament offers another indication of the sport’s growing importance within the wider sports business landscape.
