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The Lxme Indian Women’s League, starting November 13, 2027, marks a new era for women’s football in India. With eight teams competing and a glamorous promotional campaign, the league aims to inspire young girls and attract sponsors through increased visibility and engagement.
I feel like I’ve been rattling on about the glory of women’s sport for a while now, and I will not stop until we finally sit down and turn our televisions on to watch it. More than anything, these teams need funding and sponsors, and the only way they can procure them is through views and eyeballs on the sport.
The Lxme Indian Women’s League starts on 13th November, 2027. With Lxme, a woman-forward financial platform, as its title sponsor, the League begins a new era in which its women's football is finally taking centre stage. Eight clubs will compete for the coveted winner’s position, from reigning champions East Bengal FC to the most decorated team in the league, Gokulam Kerala.
Continuing on the tangent of visibility, the League’s recent promotional shoot editorialised the league and its players. Stripping away the “underdog” narrative that often clouds Indian women’s sport, the shoot felt like an irrefutably glamorous take on what women in sports actually look like. With one player from each of the eight teams holding bejewelled footballs, wearing encrusted corsets and an enviable stack of pearl necklaces, it is something young girls will look at and say, “That’s who I want to be when I grow up.”
Representing these world-class athletes like this is monumental, because visibility alone never works. Male sportspeople are automatically positioned as aspirational personalities, like Federer’s effortless backhand and Kohli’s aggressive but smooth batting stance. Women players, on the other hand, are portrayed showing all the grunt and labour that goes into being an athlete. Even though showing the latter is important, the former is what turns athletes into personalities.
So this season, let’s make the effort. Stream a match, buy a ticket if there’s a ground near you, follow your favourite club online, and share the highlights with a friend who wouldn’t usually watch football. Every view tells sponsors that this audience exists and is worth investing in, and that’s how a league goes from being celebrated for a season to being sustained for decades.
Watch the League from 13th November streams on Lxme's YouTube Channel.
