Nobody will grudge that the afterglow of the women’s cricket team’s World Cup title has started reflecting in lavish cheques and frequent photo-ops. However, Sunil Gavaskar’s warning should be heeded. He has said that the champions must be prepared for many of the promises to not be met, and for the extravagant pledges to be gradually forgotten. Gavaskar has also pointed out, wisely, that the love and affection of the aam cricket lover will remain the players’ most enduring wealth.
In the long term, however, some conversations need to be started. For instance, on a higher base price for the newly crowned champs in the Women’s Premier League (WPL) in the next auction. A brand valuation that does justice to the players, beyond the stalwarts Smriti Mandhana and Harmanpreet Kaur. Expanding the WPL and nudging the likes of KKR, CSK, SRH, RR and Punjab Kings to buy into the “other” lucrative league. Inviting other corporates to float women’s teams. Normalising high endorsement fees, so that the women players know they can demand better and more — now that they have the stamp of winners.
