Legendary Women Join Forces to Break Gender Bias in Sports Viewership
- Kareena Kapoor Khan, MC Mary Kom, and other leading voices partner with PUMA for a groundbreaking initiative.
- Campaign aims to increase viewership of women’s cricket and create a more equitable sporting landscape in India.
- Unique Ladies’ Night planned at WPL match in Delhi on March 10th to rally support for women athletes.
Bengaluru, India – February 29, 2024 – In a landmark move to champion women’s cricket in India, global sports brand PUMA has assembled a powerful team of female icons to spearhead a revolutionary campaign. This initiative aims to tackle the significant gender gap in sports viewership, specifically focusing on increasing female viewership of women’s cricket.
Renowned figures including boxing legend MC Mary Kom, celebrated actress and entrepreneur Kareena Kapoor Khan, fashion designer Masaba Gupta, businesswoman Vineeta Singh, and news anchor Faye D’Souza have joined forces with PUMA for this impactful movement.
The campaign highlights the stark disparity in viewership between men’s and women’s cricket in India. Based on official data, women’s cricket currently receives only an eighth of the viewership compared to men’s cricket. To address this imbalance, PUMA’s campaign, titled “Cricket Is Everyone’s Game,” encourages women to actively participate as viewers and celebrate the achievements of female athletes.
A central element of the campaign is a unique Ladies’ Night planned for the WPL match between Delhi Capitals and Royal Challengers Bangalore on March 10th in Delhi. This event will see the leading ladies, along with fans, come together to cheer on the players and create a visible demonstration of support for women’s cricket.
Commenting on the initiative, Karthik Balagopalan, Managing Director of PUMA India, stated: “PUMA has a long-standing commitment to breaking down gender barriers and promoting women’s sports in India. We believe that increasing female viewership is crucial for driving positive change and creating a more equitable sporting landscape.”
Balagopalan further emphasized the significance of the collaboration: “We are incredibly grateful to have these leading Indian women – Kareena Kapoor Khan, Vineeta Singh, MC Mary Kom, Masaba Gupta, and Faye D’Souza – lend their voices and platforms to this vital cause. Their combined influence will undoubtedly amplify the message and inspire a new generation of female sports fans.”
The campaign has already garnered significant attention, with each of the participating women expressing their strong support for the initiative. MC Mary Kom, a six-time world champion boxer, highlighted the importance of fan support in motivating athletes and inspiring future generations. Kareena Kapoor Khan, a PUMA ambassador and actress, emphasized the need to bridge the viewership gap and celebrate the achievements of female athletes.
Faye D’Souza, Founder & Editor of Beatroot News, echoed similar sentiments: “By advocating for increased viewership in women’s cricket, we are not just supporting the players, but also contributing to a larger movement that can revolutionize the sports industry as a whole.”
PUMA’s commitment to women’s cricket extends beyond this campaign. The brand is the official kit partner for both Royal Challengers Bangalore and Delhi Capitals in the WPL and boasts a diverse roster of brand ambassadors, including female athletes like Harmanpreet Kaur and Mary Kom.
This groundbreaking initiative by PUMA is expected to spark a nationwide conversation about gender bias in sports viewership and pave the way for a more inclusive and equitable sporting ecosystem in India.
