India's top women's football league has a new name on its front. Lxme, a financial platform built for women, has signed a multi-year deal to become title sponsor of the Indian Women's League, announced on 21 October. It is one of the clearest signs yet that women's sports sponsorship in India is moving from goodwill to strategy.

The deal matters less for its size, which was not disclosed, than for what it says about who is buying into women's sport, and why.

The deal

Lxme signed the partnership with Capri Sports, which holds a 15-year deal with the All India Football Federation for the commercial and marketing rights of the IWL and IWL 2 (Business Standard). The length and value of the sponsorship were not disclosed.

The timing lines up with a new season:

The timing lines upn with a new season

Lxme was founded by Priti Rathi Gupta, with co-founder Ridhi Kanoria Doongursee, to help women manage money and build wealth.