Wimbledon Eyes India: Tennis Tournament Courts Cricket-Loving Nation for Growth

New Delhi: Wimbledon, one of the most prestigious tennis tournaments globally, is strategically targeting the Indian market, recognizing its vast potential for growth. The All England Lawn Tennis Club (AELTC), organizers of the Wimbledon Championships, aims to deepen its connection with Indian audiences by leveraging the nation's passion for sports, particularly cricket.

The presence of prominent Indian cricketers like Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar at the All England Club underscores this strategic initiative. Rohit Sharma's Wimbledon-related Instagram post garnered a record-breaking 4.5 million likes, highlighting 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)

According to AELTC Chief Executive Sally Bolton, India and the US are key markets for expanding the Wimbledon brand. Brendan Dinen, Head of Marketing at Wimbledon, explained to TimesofIndia.com the approach of collaboration rather than competition with cricket. "Cricket is much loved and certainly king for Indian audiences. So rather than trying to compete with that, I think it's about trying to find interesting ways to collaborate."

Wimbledon is exploring innovative ways to engage Indian audiences. One such initiative involved partnering with an Indian social media influencer, providing them with a unique experience encompassing a visit to Lord's during a Test match followed by an afternoon at the Wimbledon Championships.

Furthermore, a tennis-cricket crossover trailer was created in collaboration with Star Sports, Wimbledon's broadcast partner, and aired during the Indian Premier League (IPL). This cross-promotional strategy aimed to capture the attention of cricket fans and introduce them to the world of Wimbledon.

Carlos Alcaraz of Spain celebrates Wimbledon 2024 title (Photo by Julian Finney/Getty Images)

Despite its prestige, Wimbledon recognizes the potential for further growth, particularly in India with its young population. Last year, the tournament had 60-70 million engagements across broadcast and social media platforms. With a potential audience of over a billion, the scope for expansion is significant.

Dinen emphasized the importance of engaging younger audiences: "Younger audiences and audiences of the future are crucial to us. It's clear in the activity that we focus on and our content strategy, whether that's for Instagram, YouTube and the sort of content we create."

Leveraging Technology and Indian Icons

Wimbledon is embracing technology to enhance the fan experience. The "Match Chat" assistant, powered by Artificial Intelligence (AI) in coordination with IBM, provides real-time match analysis and answers fans' questions during live matches.

To overcome logistical challenges posed by the monsoon season, AELTC is partnering with PVR INOX to broadcast the finals in theaters across India. The organizers also plan to invite Indian cricket icons like Kohli, Tendulkar, and Sharma to the Royal Box, further amplifying their reach and engagement within the Indian market.