Wimbledon Eyes Indian Market by Fusing Cricket Passion with Tennis Glamour

New Delhi: Wimbledon is strategically targeting the Indian market, aiming to expand its global footprint by tapping into the nation's fervent love for cricket. Key figures like Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar have been spotted at the All England Lawn Tennis Club (AELTC), signaling a deliberate effort to bridge the gap between the two sports.

Rohit Sharma's Wimbledon photo on Instagram garnered a staggering 4.5 million likes, marking the tournament's most engaging post ever. This illustrates the potential for growth in a market where cricket reigns supreme.

Collaborating, Not Competing

According to Brendan Dinen, Head of Marketing at Wimbledon, the approach is not to compete with cricket but to find innovative ways to collaborate. "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," Dinen said.

Strategic Partnerships

Wimbledon is actively pursuing collaborations with Indian influencers and media outlets. One such initiative involves an Indian social media influencer experiencing a "day of a lifetime," which includes attending a Test match at Lord's and then visiting the Wimbledon Championships.

The tournament also partnered with Star Sports to create a tennis-cricket crossover trailer that aired during the Indian Premier League (IPL).

India: A Key Growth Market

Wimbledon recognizes the vast potential within India's young population. The tournament recorded 60-70 million engagements last year across broadcast and social media platforms. However, with over a billion potential fans, the scope for growth, particularly in India, is immense.

Engaging Younger Audiences

Wimbledon is focused on attracting younger audiences through targeted content on platforms like Instagram and YouTube. Dinen emphasized the importance of creating engaging content that resonates with this demographic, using social media platforms, influencers, and content creators.

Overcoming Challenges

Organizing events in India is challenging due to the monsoon season. To overcome this, AELTC is partnering with PVR INOX to screen the finals in theaters.

Leveraging Star Power

Wimbledon aims to capitalize on the massive social media presence of Indian cricket icons like Virat Kohli, Sachin Tendulkar, and Rohit Sharma by inviting them to the Royal Box.

Embracing Technology

Wimbledon is embracing technology to enhance the fan experience. This includes using Artificial Intelligence (AI) on its app and website, in coordination with IBM. The 'Match Chat' assistant provides fans with immediate responses and match analysis during live matches.

Dinen concluded, "We absolutely want to make sure we bring the brand and the Championships to life in new and interesting ways."