Over the past century, women have experienced a transformative journey through the tradition-rich sport of cricket. The last few years have seen a swift development driven by more media attention, greater professionalism, and the success of global competitions. Women’s cricket is becoming more popular despite its past association with male performers. This growth is being fueled by deliberate brand sponsorships and focused marketing campaigns.
The International Cricket Council (ICC) is committed to propelling the growth of women’s cricket and has laid out ambitious plans to strengthen and broaden the game. The ICC Chair, Greg Barclay, signaled a major change in the cricketing scene by emphasizing the significance of giving women’s events equal standing and recognition.
Women’s cricket has come a long way, as demonstrated by the 2022 Women’s World Cup in Australia. A higher number of viewers not only increases revenue but also improves the sport’s overall quality. The 2020 Women’s World Cup was a historic event because it offered $1 million in prize money for the winners, the same amount as the men’s competition.
Nonetheless, there were obstacles in the way of achieving equality. Teams like the Netherlands and West Indies were forced to withdraw from the 1978 World Cup due to financial difficulties, which brought attention to the difficulties women’s cricket faced in attracting sponsorship and spectators. Financial obstacles have plagued women’s cricket, a sport with a rich history that dates back to the 18th century.
Early in the 20th century, significant steps were made when the Women’s Cricket Association was founded in England in 1924. To coordinate international efforts in women’s cricket, the International Women’s Cricket Council (IWCC) was established in 1958. When the IWCC and ICC united in 2005, a major turning point was achieved as a single organization tasked with overseeing and advancing the sport.
The Women’s World Cup has seen a significant change in recent years, despite difficulties with its commercial viability when it was first introduced in 1973. The 2022 Women’s Cricket World Cup, which received 1.64 billion views overall across ICC’s channels, became the most watched women’s event in the history of the sport. The estimated one billion plus cricket fans worldwide, of whom 39% are female, highlight the expanding appeal of women’s cricket.
In an attempt to increase interest in women’s cricket, the sport was added to the 2022 Commonwealth Games. Eight teams competed in a T20 format at Edgbaston, Birmingham, raising the profile of women’s cricket on a global scale.
The Australian Women’s Big Bash League in 2015 and the semi-professional Women’s Cricket Super League in England and Wales in 2016 were the first examples of women’s franchise cricket, and they both marked significant turning points in giving female cricket players a platform. The English and Wales Cricket Board’s announcement of The Hundred in 2018—which featured equal marketing for men’s and women’s teams—presented a novel format, elicited conflicting responses, but greatly increased interest in the sport.
The average attendance for women’s games by the end of The Hundred’s second season in 2022 was 10,400. A determined attempt was made to draw in a wider audience for cricket with the BBC’s decision to broadcast a significant number of men’s and women’s matches free of charge and Sky Sports’ broadcasting of matches.
Birmingham Phoenix presenter Elizabeth Conway highlighted the tournament’s role in providing avenues for youth engagement in The Hundred. Youths were also encouraged to get involved off the field as social media content creators, reporters, and sports presenters, which helped them gain valuable experience and volunteerism.
Women’s cricket has been promoted in India, a cricketing powerhouse, thanks to initiatives like the Women’s T20 Challenge in 2018 and the groundbreaking Women’s Premier League (WPL) in 2023. The first-ever WPL broke records for the most viewers of any women’s competition worldwide. Over 50 minutes of watch time were spent by each user on the Indian over-the-top platform Jio Cinema per match, with over 10 million new viewers tuning in for the WPL final.
Leading corporations are investing in the women’s game of cricket, indicating a positive market response, although Indian cricket journalist Boria Majumdar acknowledged that equality in the sport is still a journey without a clear destination.
Majumdar claims that the caliber of cricket available guarantees that women’s cricket is a superior product, setting the groundwork for future success on the international scene.
Speaking about the state of women’s cricket, Papua New Guinea’s head coach, Kath Hempsenstall, stressed the link between growing resources and the development of the sport. Better coaching, better training facilities, and more opportunities to play cricket at all levels will lead to bigger scores, faster bowling, and more athletic fielding.
The idea that cricket is a game for everyone is beginning to take shape, replacing the notion that it is only for men and boys. The strategic television broadcasting of women’s cricket and the powerful influence of social media have made a substantial contribution to the increased visibility of female cricket players, making their achievements visible well beyond the confines of the game.
In summary, women’s cricket is a dynamic and ever-evolving reality, not just a story. Recent actions taken to level the playing field, such as boosting global viewership and equating prize money, demonstrate this commitment. Cricket is evolving into a sport for all people, shattering stereotypes and leaving a legacy that upcoming female players will surely carry on. It’s no longer just a game for one gender.
