Wimbledon Serves Up India: Tennis Tournament Eyes Cricket-Loving Nation for Global Growth

New Delhi: Wimbledon, the prestigious tennis tournament, is strategically targeting the Indian market as part of its global expansion plans. Leveraging the popularity of cricket in India, Wimbledon aims to create unique collaborations and experiences that resonate with Indian audiences.

Indian cricket stars such as Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar have been frequent attendees at the All England Lawn Tennis Club (AELTC), the organizer of the Wimbledon Championships. Rohit Sharma's photo on Wimbledon's Instagram garnered unprecedented engagement, highlighting the potential of cross-sport appeal.

"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,” said Brendan Dinen, Head of Marketing at Wimbledon. “Both sports are rich in heritage. England and India Test matches are happening now. So I think there's interesting ways to be able to bring that to life for audiences, so that they might want to come and watch it as well."

Leveraging Cricket's Popularity

Wimbledon is actively seeking innovative ways to integrate with cricket. One initiative involved collaborating with an Indian social media influencer, providing them with a unique experience at both a Test match at Lord's and the Wimbledon Championships. Furthermore, Star Sports, Wimbledon's broadcast partner, created a tennis-cricket crossover trailer that aired during the Indian Premier League (IPL), capitalizing on the league's massive viewership.

Targeting a Younger Audience

Wimbledon recognizes the importance of engaging younger demographics. Their content strategy focuses on platforms like Instagram and YouTube, featuring engaging content and collaborations with influencers.

"Younger audiences and audiences of the future are crucial to us," clarified Dinen. "Ensuring that we can have the content and different parts of the Championships, with tennis at the centre of that approach - whether that's through social media platforms or working with influencers and content creators - to be able to engage those audiences."

Overcoming Challenges

Despite the strong interest, the Indian monsoon season poses a challenge to hosting events in India. To address this, AELTC is partnering with PVR INOX to broadcast the finals in theaters, providing a communal viewing experience.

Another strategy involves inviting prominent Indian cricketers to the Royal Box, capitalizing on their massive social media followings. While no concrete plans are currently in place, this could change quickly as the Indian cricket team tours England.

Embracing Technology

Wimbledon is embracing technology to enhance the fan experience. They are utilizing Artificial Intelligence (AI), in collaboration with IBM, on their app and website. The 'Match Chat' assistant provides immediate responses and match analysis to fans' questions during live matches.

"We continue to embrace technology, and it sits at the heart of the balance between heritage and innovation," stated Dinen. "We absolutely want to make sure we bring the brand and the Championships to life in new and interesting ways."

By strategically engaging with the Indian market, leveraging the popularity of cricket, targeting younger audiences, and embracing technology, Wimbledon aims to solidify its global presence and attract a new generation of fans.