Kolkata, Nov. 11 -- At the end of Ted Lasso season 3, when Keeley Jones proposed a Richmond women's team, Rebecca Welton, gleefully agreed. That was a bold bet, perhaps made on "belief" after the men's team's success. But getting anyone to watch it was the hard part.

That job fell to Jones, marketing chief of AFC Richmond's new Lady Greyhounds, in a town that barely noticed them.

Capri Sports has taken on Jones's role, only this is real not reel.

On September 22, the owners of WPL franchise UP Warriorz signed a 15-year deal with the All India Football Federation (AIFF) to commercially develop and market India's top two tiers of women's club football, the Indian Women's League (IWL) and IWL 2. Although the latter was established in 2024...