For the ICC Women’s Cricket World Cup 2025, which begins in three weeks, the International Cricket Council (ICC) has released its first “Will to Win” campaign.
The campaign honours the path of resiliency, belief, and transformation that characterises women’s cricket and is based on the fundamental idea that tenacity and perseverance lead to glory. The premise that cricket can enable a million dreams by empowering women from adversity to victory takes the stage, even though India’s 12-year wait to host the major tournament is also mentioned.
The moving movie follows the players’ inspirational journeys from their humble origins to their ascent to the top of the international rankings. The campaign emphasises that greatness is not created overnight but rather develops over years of tenacity, sacrifice, and an unwavering resolve to succeed through powerful storytelling and eye-catching imagery.
Through the campaign, the ICC highlights a number of prominent cricket players, such as Smriti Mandhana and Harmanpreet Kaur of India, Chamari Athapaththu of Sri Lanka, Ellyse Perry of Australia, Marizanne Kapp of South Africa, Muneeba Ali of Pakistan, Nigar Sultana Joty of Bangladesh, Amelia Kerr of New Zealand, and Nat Sciver-Brunt of England.
By displaying not only the players’ current skill but also their early aspirations and unrelenting travels, the visual portrayal creates an emotional connection with viewers.
ICC Chairman Jay Shah stated:
Given India’s leadership in promoting the women’s game and the ICC Women’s Cricket World Cup coming to India after a 12-year absence, the “Will to Win” campaign has been carefully designed to capture the incredible spirit of women’s cricket via compelling, goal-driven storytelling.
This campaign honours the paths, sacrifices, and goals that characterise the women’s game in addition to showcasing elite skill. We think it will strike a deep chord with viewers everywhere and contribute to the long-lasting legacy of women’s cricket.
The movie conveys the essence of women’s cricket—millions of aspirations coming together to form a single spirit of tenacity—through a combination of live action, stylised visuals, and match-cut transitions throughout life stages.
At record low costs for any ICC worldwide event, this year’s edition also sets a new standard for fan interest and pricing. The initial part of the program, which aims to bring full house cheers to the celebration of women’s cricket, is offering tickets for all league matches in India for just INR 100 (about USD 1.14).
Five locations—DY Patil Stadium in Navi Mumbai, ACA Stadium in Guwahati, Holkar Stadium in Indore, ACA-VDCA Stadium in Visakhapatnam, and R Premadasa Stadium in Colombo, Sri Lanka—will host the ICC Women’s Cricket World Cup 2025 from September 30 to November 2. The top eight teams will compete for the coveted crown in 31 exciting matches at the worldwide showcase.
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