WPL to football, Capri deepens women’s sports push

Capri Sports is expanding its efforts in women's sports beyond cricket, collaborating with the All India Football Federation (AIFF) to develop the commercial aspects of the Indian Women’s League (IWL) and IWL 2. Jinisha Sharma, director of Capri Sports, emphasized that the company's primary goal is to increase visibility, viewership, and fanbase for women's football, rather than solely focusing on traditional commercial metrics.

Sharma explained that simply securing broadcast rights is not enough; it is crucial to attract a large audience and garner attention for the sport.

Capri's responsibilities span media rights, broadcast, production, marketing, and commercial development. The company is in talks with various potential broadcast partners, seeking those who share their vision of cultivating the sport. Sharma stated that the ideal partner should not only be willing to pay for the rights but also believe in the same vision and be committed to building the sport together.

While Capri is believed to have bid Rs 150 crore for the 15-year commercial rights, Sharma highlighted that their involvement extends beyond the league itself. The company aims to support the growth of clubs and the entire ecosystem surrounding them. Sharma emphasized that building a strong foundation requires collaboration with the right partners and stakeholders who can contribute to the development and growth of both the clubs and the league.

Capri views the IWL as an opportunity to enhance the player pathway as well. Sharma noted that increasing competition, implementing structured games, and establishing a clear annual game schedule would be vital for nurturing talent. By investing in the league level, Capri aims to make a significant impact on player development.

This move further solidifies Capri's growing presence in women's sports, which already encompasses professional teams and grassroots development initiatives. In 2023, Capri acquired the Women’s Premier League team UP Warriorz for Rs 757 crore. Capri's sports portfolio is diverse, encompassing various leagues, while its grassroots initiative, Nova Sports, concentrates on developing girls' football.

Sharma emphasized that Capri views women's football as a long-term investment, acknowledging the current gaps in the ecosystem and the shortage of content specifically dedicated to women's football. She acknowledged that significant work is needed to build a solid foundation for the sport. The IWL, India's premier women's club football competition, consists of eight teams, while the IWL 2, serving as the second tier and the pathway to the top division, features 20 clubs.

The AIFF has plans to expand the IWL to 10 teams by 2028-29 and eventually to 12 teams, with an increase in the number of matches as well.