October 22: Lxme, a financial platform built for women, has become the title sponsor of the Indian Women’s League in a long-term deal with Capri Sports, the developer of the league.
It is the first major sponsorship since Capri Sports committed to a 15-year plan to progress the league and one of the biggest commercial deals in Indian women’s football.
“We have always believed that women’s sports is a good business. It needs investment, attention and the same commercial ambition that has helped build successful sports properties around the world,” said Jinisha Sharma, director and promoter of Capri Sports.
“When we committed to building the Indian Women’s League over 15 years, we did so because we saw the potential to create something of real value for clubs, players, fans and brands. For Lxme to join this journey so early is particularly meaningful because they understand this philosophy. They have built their own business around recognizing and investing in the economic potential of women.”
He added: “For us, this partnership is much more than a logo on a shirt.”
The link between the two companies is clear. Lxme was founded to help women take control of their finances, and female athletes in India, as elsewhere, have historically received less funding, visibility and support than men.
“At Lxme, we have always believed that women’s financial independence deserves to be taken as seriously as any other aspect of their empowerment,” said founder Priti Rathi Gupta.
“We see a similar need in sports, where female athletes continue to deserve greater visibility, investment and opportunity. Whether in finance or on the field, empowering women to take charge, participate and succeed on their own terms creates value that extends far beyond the individual.”
The deal comes during a period of change for Indian football, with the relaunch of the men’s ISL under a club-led commercial model this season. A committed title sponsor gives the women’s league a foundation to build on as it looks to attract more investment.
Contact the writer of this story, Nick Webster, at (email protected)
