MUMBAI: Women’s cricket is having its broadband moment, and Excitel Broadband wants a front-row seat. The fibre-to-the-home broadband provider has joined the ongoing DP World Women’s Asia Cup 2026 as a brand partner, strengthening its association with the fast-growing women’s cricket audience.
The tournament is being played in Dubai, United Arab Emirates, from August 28 to September 13. As part of the association, Excitel will have an on-ground brand presence at the tournament, with visibility among audiences following the matches on Sony LIV and the Sony Sports Network channels.
The company will also extend the association across its digital and social media platforms, using the tournament to engage younger and digitally connected consumers.
Excitel said the partnership reflects its interest
Excitel said the partnership reflects its interest in supporting the growing momentum around women’s cricket, as the sport continues to attract greater visibility, viewership and commercial attention.
Varun Pasricha, CEO of Excitel Broadband, said the company wanted to be part of the momentum around women’s cricket and celebrate the players driving the sport forward.
The association also comes as brands increasingly look beyond traditional men’s cricket properties to connect with emerging sports audiences. For Excitel, women’s cricket offers an opportunity to build relevance among younger consumers while aligning with the broader growth of women’s sport.
Aditya Jain, chief marketing officer of Excitel Broadband,
Aditya Jain, chief marketing officer of Excitel Broadband, said the company saw the Asia Cup as an opportunity to participate in the sport’s growing journey, pointing to rising audiences and attention around women’s cricket.
The company has previously used major cricket properties to build its sports presence. In 2024, Excitel partnered with JioCinema for the “Speed Ka Man of the Match” initiative during TATA IPL 2024.
With the Women’s Asia Cup now added to that portfolio, Excitel is looking to turn cricket’s growing women’s audience into a stronger connection with its young, digitally focused consumer base.
Source: indiantelevision.com
