ISSUE No 1
The Economic Impact of Women’s Cricket
From Pay Gaps to Pay Days.
Reflecting on my time as a commentator at the 2024 Women's T20 World Cup, I'm inspired by the remarkable growth of the women’s game. With a passion for bat, ball, and business I thought I would write this in celebration of the growth and future of the women’s game.
The journey of women’s cricket from 2017 to 2024 is a story of unprecedented growth, both on and off the field. Beyond athletic achievements, women’s cricket has emerged as a robust economic engine, driven by increased viewership, higher player contracts and expanding global reach.
Not only as a player and a fan, but also as a proud girl dad watching the growth of the women’s game in the last seven years has been most satisfying. Let me tell you why.
The 2017 ICC Women’s World Cup, which attracted 180 million viewers, felt like a turning point for women’s cricket. The success of this event showcased the commercial potential of the women’s game and set a new benchmark for global interest. The momentum continued with the 2020 ICC Women’s T20 World Cup which saw over 1.1 billion video views and 89 million TV viewers. By 2022 the ICC Women’s Cricket World Cup became the most watched women’s cricket event in history with 1.64 billion total video views and a global audience of 104.8 million.
The introduction of central contracts, the development of, and increase in professional leagues like the Women’s Big Bash League (WBBL) and The Hundred have transformed the financial landscape for female cricketers. In 2017 top Australian women cricketers earned between USD $27,000 and USD $43,000 annually. By 2024 this figured has soared to over USD $265,000. Similar trends were observed in England and India where central contracts have seen significant enhancements further contributing to the professionalism, marketability and the sports’ economic viability.
The global footprint of women’s cricket has expanded, with more teams participating at the highest levels. This expansion has not only diversified the talent pool but also opened new markets for cricket related businesses and sponsorship opportunities. Additionally, increased investment in grassroots programs and facilities has built a stronger pipeline of talent, ensuring the sports’ sustainable growth.
The economic empowerment of women in cricket is inspiring the next generation of female athletes and professionals. The surge in viewership and the increase in player contracts underscore the growing global interest and commercial potential of women’s cricket. As stakeholders in the sports industry, it is imperative to continue supporting and investing in this dynamic sector.
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