Why Wimbledon is Bringing Bollywood, Kulfi and Cricket Stars to India
Known for its deeply rooted traditions, Wimbledon is embracing a more localized marketing strategy as it seeks to expand its audience in India, where cricket remains the dominant sport and tennis has traditionally attracted a niche following.
This year’s campaign blended British tennis heritage with Indian culture through collaborations, localized content and celebrity engagement to make the tournament more relatable to Indian fans.
Kulfi Replaces Strawberries and Cream
One of the campaign’s most notable initiatives saw Wimbledon partner with a historic Delhi-based kulfi maker, giving its iconic strawberries-and-cream tradition an Indian twist.
The tournament also published Instagram reels featuring Roger Federer and other tennis stars set to popular 1990s Bollywood songs, while celebrity cricketers and Indian social media influencers were invited to the Royal Box to help broaden the event’s appeal.
Additionally, Wimbledon created digital content in multiple Indian languages to connect with audiences across different regions.
Viewership Rises as Strategy Pays Off
The localized campaign appears to have delivered positive results.
Jannik Sinner’s men’s singles final reportedly attracted about 2.7 million livestream viewers in India despite beginning after midnight local time.
Local media also reported that average tournament viewership reached approximately 853,000 viewers – an 18% increase compared with the previous year. Official streaming figures were not released by rights holder JioStar.
Why India Matters to Wimbledon
Industry experts say Wimbledon’s focus on India is a long-term strategic move rather than a short-term marketing campaign.
India already represents Wimbledon’s largest international audience by reach, while growing interest in tennis and the emergence of promising young players have strengthened the country’s importance.
The rise of Arnav Paparkar, who became the first Indian in 36 years to reach the boys’ singles quarterfinals at Wimbledon, has also renewed optimism about the country’s tennis future.
Meanwhile, India’s sports industry is expected to grow rapidly over the coming years, creating significant opportunities for global sporting events.
Building Cultural Connections
Marketing experts believe Wimbledon has recognized that premium brands now build exclusivity by creating a sense of belonging rather than remaining culturally distant.
Instead of expecting Indian audiences to first understand Wimbledon, the tournament introduced familiar cultural elements – including kulfi, Bollywood music, Punjabi and Tamil content, and Indian creators – to make the event more accessible.
This strategy helps reduce the cultural gap for younger audiences who may view Wimbledon as prestigious but unfamiliar.
Digital-First Marketing Targets Younger Fans
Social media has become central to Wimbledon’s outreach strategy.
Experts say younger audiences increasingly discover global sporting events through platforms such as Instagram before engaging with the competitions themselves.
By incorporating local cultural references into digital content, Wimbledon is positioning itself within the everyday online experiences of Indian consumers rather than expecting audiences to seek it out independently.
Benefits for Streaming Platform JioStar
For streaming partner JioStar, Wimbledon offers an opportunity to diversify beyond cricket and attract premium urban audiences.
Industry analysts note that while cricket delivers mass viewership, tennis appeals to affluent, English-speaking consumers who are particularly attractive to advertisers in sectors such as luxury goods, banking, fintech, automotive and travel.
Expanding investment in tennis also helps broaden the platform’s sports calendar and reduce dependence on a single sport.
Sustaining Interest Beyond the Tournament
While the campaign has generated increased awareness and engagement, experts caution that long-term success will depend on maintaining momentum after Wimbledon concludes.
They argue that continued investment in grassroots tennis, year-round community engagement and consistent market development will be necessary to convert curiosity into lasting fandom.
Without sustained efforts, many of the campaign’s gains could prove temporary.
A Blueprint for Other Global Sports
Marketing analysts believe Wimbledon’s India-focused strategy could become a model for other international sports organizations.
If culturally tailored storytelling continues to drive audience growth, major properties such as Formula 1, the NBA, the NFL, the UFC, La Liga and the Premier League may adopt similar India-first strategies to strengthen their presence in one of the world’s fastest-growing sports markets.
