When Mandira Bedi 'donated entire endorsement fee' and became an invisible sponsor of India’s women cricketers

When Mandira Bedi 'donated entire endorsement fee' and became an invisible sponsor of India’s women cricketers

The Indian women's cricket team had a period of invisibility, limited resources, and logistical difficulties long before they won their first World Cup trophy and became national heroes. During those years, when women's cricket in India lacked institutional support and sponsors, Mandira Bedi, an unlikely champion, quietly offered assistance.

Mandira Bedi, who is well-known to millions as a Bollywood actor, TV personality, and one of the first female faces of cricket broadcasting, had a much bigger impact than most people realise. From 2003 to 2005, she unofficially sponsored Indian women's cricket. During a period when the Indian women's team frequently had to cover their own costs to represent the nation, she helped collect money using her contacts, income, and influence to enable the squad to go and compete overseas.

Nutan Gavaskar, former secretary of the Women’s Cricket Association of India (WCAI), recalls those challenging days when the squad functioned on passion rather than resources. “The WCAI was formed in 1973 and managed the national team until 2006, when the BCCI finally took women’s cricket under its wing. Back then, there was no money — but all those women played for the sheer love of the game,” she was quoted as saying by PTI.

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Mandira stepped in during one of these times of financial hardship. She made the decision to completely waive her endorsement fee and contribute the revenues to the WCAI after filming a commercial for Asmi Jewellery. Nutan disclosed that the money was utilised to purchase airline tickets for India's tour of England, guaranteeing the players' ability to compete abroad in spite of budgetary limitations.

“On another occasion, we had Mandira Bedi, who shot a commercial for a famous diamond brand. The entire endorsement fee she received, she donated to the WCAI. That money helped us arrange air tickets for India’s tour of England,” Nutan said.

Mandira's donation was a part of a concerted effort to preserve the sport, not a one-time act of kindness. She personally contacted businesses and brands between 2003 and 2005 to get sponsorships for the women's team, making history as one of the first public personalities to support Indian women cricket players financially and publicly.

Shubhangi Kulkarni, a former India player who later served as WCAI secretary, recalls how Mandira's participation altered attitudes.

Mithali Raj Mandira Bedi#WorldCup #CricketTwitter pic.twitter.com/Y0YFMsCuBc

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“It was very difficult to get sponsors in the last few years. But once Mandira took up our cause, other corporates began to show interest,” Shubhangi said. “She came to watch a match, and we told her, ‘You have done so much for men’s cricket — why not do something for us?’ She took it up earnestly and soon began approaching sponsors.”

Mandira herself had told The Telegraph India at the time, “The money I would have taken for my endorsement will go towards the cricket sponsorship,” adding that “there is another sponsor lined up for the next series.”

Her choice was made at a time when women's cricket was not well-known. Mandira used her position to promote equality in cricket despite her personal struggles, including criticism and skepticism as one of the first female anchors in the sport. In addition to giving the women's team financial backing, her engagement gave them a sense of approval from advertisers and the media.

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A post shared by Mandira Bedi (@mandirabedi)

Years later, Mandira expressed quiet joy on social media when India's women finally won the World Cup in 2025. On Instagram, she shared a handwritten note reading, “You didn’t play for a nation, you moved it.”

She described the victory as "a shift in the heartbeat of every little girl who will now dream without apology" and paired it with Chak De! India.