JioStar, the official broadcast and digital partner of the ICC Women’s T20 World Cup 2026, has launched a new integrated marketing campaign in collaboration with the International Cricket Council (ICC) to boost engagement around women’s cricket ahead of the marquee tournament.
The campaign is anchored by a film that explores perceptions surrounding women’s cricket fandom in India. Set aboard an aircraft awaiting the arrival of “world champions,” passengers assume the men’s cricket team is about to board. The storyline takes a turn when India’s women’s team enters the aircraft, highlighting the contrast between a young fan’s enthusiasm and the relatively muted reaction from other passengers. Through this narrative, the campaign aims to challenge traditional views and encourage equal recognition for women athletes.
Speaking about the initiative, Siddharth Sharma, Head of Content, Sports at JioStar, said the campaign reflects a shift in fandom among younger generations and reinforces the belief that India’s women cricketers deserve the same support and admiration as any national team.
The campaign also features a promotional film starring Alia Bhatt and Sharvari Wagh, focusing on the growing visibility of women cricketers among younger audiences.
As part of its broader outreach efforts, JioStar has introduced the #T20CreatorClub initiative, bringing together creators and influencers to produce content around players and their journeys. The broadcaster will also roll out special programming across JioHotstar and Star Sports, including documentaries, player profiles, expert analysis, and tournament-focused shows.
The ICC Women’s T20 World Cup 2026 will take place in England and Wales from June 12 to July 5, featuring 12 teams in its largest edition to date.
