Wimbledon's India Strategy: Courts Cricket Stars and Tech to Ace the Market

Wimbledon, the prestigious tennis tournament, is actively pursuing the Indian market, recognizing its vast potential. While cricket reigns supreme in India, Wimbledon is exploring innovative collaborations to capture the attention of Indian audiences.

Indian Cricket Stars at Wimbledon

The presence of prominent Indian cricketers like Virat Kohli, Rohit Sharma, and Sachin Tendulkar at the All England Lawn Tennis Club (AELTC) highlights this strategic endeavor. Rohit Sharma's Wimbledon-related Instagram post garnered unprecedented engagement, underscoring the crossover appeal.

Carlos Alcaraz of Spain serves during a practice session prior to The Championships Wimbledon 2025 at All England Lawn Tennis and Croquet Club (Photo by Clive Brunskill/Getty Images)

Collaboration Over Competition

Brendan Dinen, Head of Marketing at Wimbledon, emphasized the importance of collaboration with cricket rather than direct competition. He noted the shared heritage of both sports and the potential for cross-promotional opportunities, such as leveraging ongoing England-India Test matches.

Innovative Marketing Strategies

Wimbledon is employing several strategies to engage Indian audiences:

• Influencer Engagement: Partnering with Indian social media influencers to provide behind-the-scenes experiences at both Lord's cricket ground and Wimbledon.
• Broadcast Partnerships: Collaborating with Star Sports to create tennis-cricket crossover trailers aired during the IPL.
• Theatrical Releases: Partnering with PVR INOX to screen Wimbledon finals in theaters.

Targeting a Younger Audience

Wimbledon recognizes the significance of attracting younger fans. Their content strategy focuses on platforms like Instagram and YouTube, featuring engaging content centered around tennis, influencers, and content creators.

Embracing Technology

Wimbledon is embracing technology to enhance the fan experience. They have introduced an AI-powered 'Match Chat' assistant on their app and website. This feature allows fans to ask questions and receive instant match analysis. Wimbledon has also ventured into virtual reality experiences on platforms like Roblox.

Royal Box Invitations

Inviting Indian cricket legends like Kohli, Tendulkar, and Rohit to the Royal Box is another tactic to generate buzz and tap into their massive social media followings.

Leveraging AI for Fan Engagement

During live matches, the 'Match Chat' assistant provides immediate responses and match analysis to fan inquiries, enhancing engagement and providing valuable information.

The Future of Wimbledon in India

Wimbledon aims to build a deeper connection with Indian audiences. While logistical challenges, such as the monsoon season, hinder hosting events in India, the partnership with PVR INOX offers a viable alternative. By combining tradition with innovation, Wimbledon is strategically positioning itself to capture the hearts of Indian sports fans.