Why brands pay women cricketers less than male cricketers?

Virat Kohli and Smriti Mandhana. (Photo Source: Twitter)

Pay parity has been a longstanding issue across various sectors in the world and discipline of sports is no exception. In India, where cricket is considered a religion, the pay disparity between male and female cricketers is evident, especially when it comes to endorsement deals. Despite the remarkable achievements of women cricketers, they continue to earn significantly less than their male counterparts from brand endorsements.

Cricket has a deep-rooted cultural significance in India, and male cricketers have traditionally been treated as gods, staying in the limelight of fame and fortune. With success on the field comes lucrative endorsement deals, gaining them substantial wealth. However, the story for female cricketers has been remarkably different, even as the sport continues to gain popularity among women.

“Today, a top female cricketer is paid half of what a top male cricketer earns through endorsements. The difference in the number of endorsement deals between top male and female cricketers is substantial,” Bandana Chhetri, Co-Founder of FairPlay Sports, was quoted as saying by moneycontrol.com.

The pay gap in endorsements is staggering and the discrepancy is not only unfair but also undermines the remarkable achievements of women in the sport.

“Established male cricketers typically command between Rs 3 to Rs 6 crore per annum for a brand endorsement, while the emerging ones charge between Rs 2 to Rs 3 crore per annum,” Aviral Jain, Managing Director, Valuation Advisory Services, Kroll, said.

Male cricketers make 3-6 Crores per annum from a brand endorsement

The disparity is further highlighted when comparing the Indian Premier League (IPL) and the recently introduced Women’s Premier League (WPL). While IPL cricketers secure multi-million dollar deals, their female counterparts in the WPL are paid significantly less.

Efforts have been made to address this issue, with the Board of Control for Cricket in India (BCCI) introducing equal pay for its men’s and women’s cricketers. However, the endorsement space remains a stark reminder of the gender bias that persists in the industry.

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“The @BCCIWomen cricketers will be paid the same match fee as their male counterparts. Test (INR 15 lakhs), ODI (INR 6 lakhs), T20I (INR 3 lakhs). Pay equity was my commitment to our women cricketers and I thank the Apex Council for their support. Jai Hind,” tweeted Jay Shah.

While the women’s game is flourishing and expanding at a rapid pace, their on-field impact has not translated off the field, which clearly reflects in how the market guages their brand values.