UP Warriorz, the Women’s Premier League franchise based in Uttar Pradesh, have added another major consumer brand to their commercial lineup for the 2026 season by onboarding Joy Personal Care as an associate sponsor.
The agreement strengthens the team’s front-of-shirt inventory, with Joy Personal Care set to feature on the front chest of the Warriorz kit throughout the upcoming campaign.
The partnership covers digital assets, player-led content, social media amplification, and in-stadium branding. For Joy Personal Care, the move aligns with its strategy of deepening visibility among young female consumers, a demographic that mirrors the WPL’s fast-growing audience across urban India.
Speaking on the occasion, Kshemal Waingankar, COO, UP Warriorz, said, “We are pleased to partner with Joy Personal Care for the upcoming season. Their focus on quality, inclusivity and supporting individuals to be their best aligns strongly with our own values. We are grateful for their support and look forward to seeing this collaboration grow. We believe the strengths on both sides will reflect powerfully as we move forward.”
Sunil Agarwal, Co-founder & Chairman, Joy Personal Care (RSH Global) added, “We are excited to partner with the UP Warriorz. At Joy Personal Care, we are committed to supporting women who continue to break boundaries, and this association allows us to champion that commitment on a larger platform. This partnership also strengthens our strategic focus in the northern region, which continues to be one of the largest contributors to our overall business. We are sure that this association will deepen our consumer connect, reinforce our brand mission, and further energise our long-standing support for women’s sport in India.”
Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), continued, “Women’s cricket has grown remarkably, and the recent World Cup win reminded us that sporting excellence has no gender. Partnering with the UP Warriorz at a time when women’s sport is reshaping cultural narratives feels both timely and powerful. The Women’s Premier League has created a space where talent and individuality rise above stereotypes. At Joy Personal Care, we are rooted in confidence and inclusivity, and we are committed to supporting this evolution. This partnership echoes our commitment to a future where every woman has the freedom to define her own path- in sport, in beauty, and in life.”
For UP Warriorz, the agreement builds on a strategy of aligning with high-visibility consumer brands ahead of a commercially significant WPL season. Rising valuations, expanding broadcast reach and stronger demand for activation-led partnerships are reshaping how teams structure their sponsorship portfolios.
Joy Personal Care, an Indian skincare and wellness brand owned by RSH Global, has previously been associated with franchises such as Gujarat Giants, Kolkata Knight Riders, and Delhi Capitals. Its move into the WPL signals deeper engagement with women’s sport at a time when the ecosystem is gaining both commercial stability and mainstream appeal.
The 2026 season is expected to benefit from expanded marketing inventory and higher activation appetite, underscoring a shift in how brands are approaching long-term investments in women’s cricket.
On the squad front, UP Warriorz have added several high-impact players ahead of the new season. Deepti Sharma returned via the Right to Match at ₹3.2 crore, followed by Shikha Pandey at ₹2.40 crore, Meg Lanning at ₹1.90 crore, Phoebe Litchfield at ₹1.20 crore and Asha Sobhana at ₹1.10 crore. The team has also secured Pratika Rawal, Harleen Deol, Deandra Dottin, Chloe Tryon, Sophie Ecclestone and Kranti Gaud to strengthen its core.
UP Warriorz open their WPL 2026 campaign against Gujarat Giants Women at the Dr DY Patil Sports Academy in Navi Mumbai on Saturday, January 10, at 3.30 PM IST.
