Wimbledon Serves Up India Strategy: Courts Cricket Fans, Eyes Young Audience and Tech Integration

New Delhi: Wimbledon is strategically targeting the Indian market, leveraging the nation's passion for sports to expand its global presence. High-profile Indian cricketers like Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar have frequently graced the All England Lawn Tennis Club (AELTC), signaling the tournament's intent to connect with the Indian audience.

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)

Collaborating with Cricket

Rather than competing with cricket's dominance in India, Wimbledon aims to collaborate. Brendan Dinen, Head of Marketing at Wimbledon, emphasized the potential for synergy between the two sports.

"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."

One initiative involved an Indian social media influencer experiencing a day at both Lord's (cricket) and Wimbledon. Additionally, Star Sports, Wimbledon's broadcast partner, created a tennis-cricket crossover trailer during the IPL season.

Targeting a Younger Audience

Wimbledon recognizes the importance of engaging younger demographics. Dinen highlighted their content strategy, focusing on platforms like Instagram and YouTube, and working with influencers to create engaging content centered around tennis.

"Younger audiences and audiences of the future are crucial to us... ensuring that we can have the content and different parts of the Championships, with tennis at the centre of that approach."

Bringing Wimbledon to India

Despite logistical challenges posed by the monsoon season, Wimbledon is exploring ways to bring the tournament experience to India. The AELTC is partnering with PVR INOX to broadcast the finals in theaters. Inviting Indian cricket stars to the Royal Box, a coveted spot frequented by celebrities and royalty, is another strategy to capture attention and social media buzz.

Embracing Technology

Wimbledon is also embracing technology to enhance the fan experience. The tournament has integrated Artificial Intelligence (AI) into its app and website in collaboration with IBM. The 'Match Chat' assistant provides immediate responses and match analysis to fans' questions during live matches.

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)

Dinen emphasized the importance of balancing tradition with innovation: "We continue to embrace technology, and it sits at the heart of the balance between heritage and innovation."