Wimbledon Eyes India's Massive Cricket Fan Base in Global Expansion Strategy

New Delhi: Wimbledon is strategically targeting the Indian market by capitalizing on the nation's passion for cricket. High-profile Indian cricketers such as Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar have been frequent attendees at the All England Lawn Tennis and Croquet Club (AELTC), the organizer of the Wimbledon Championships.

According to AELTC Chief Executive Sally Bolton, India and the US are key markets for expanding the historic brand. Brendan Dinen, Head of Marketing at Wimbledon, told TimesofIndia.com that they aim to collaborate with cricket rather than compete against it.

Leveraging Cricket's Popularity

"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. 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," Dinen explained.

Wimbledon is using various tactics to engage Indian fans:

• Social Media Collaborations: Partnering with Indian social media influencers to provide behind-the-scenes access to both cricket and Wimbledon events. For example, Wimbledon collaborated with an Indian social media influencer to get a day of a lifetime, taken to Lord's during the Test match on 10th July. And then bring them into the grounds of the Championships in the afternoon to document and bring to life for their audience.
• Cross-Promotion with Star Sports: Working with their broadcast partner, Star Sports, to create tennis-cricket crossover trailers that aired during the Indian Premier League (IPL).

Targeting a Younger Audience

Wimbledon recognizes the importance of appealing to younger audiences. Dinen emphasized that their content strategy, particularly on platforms like Instagram and YouTube, is geared towards engaging the next generation of fans.

"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," clarified Dinen.

Expanding Reach Through Technology and Innovation

Wimbledon embraces technology to enhance the fan experience. Initiatives include:

• AI-Powered Match Chat: During live matches, fans can use the 'Match Chat' assistant to ask questions and receive immediate responses and match analysis.
• Virtual Reality Experiences: Exploring virtual reality and gaming experiences, such as in Roblox, to bring the brand to life in new ways.
• Movie Theater Screenings: Collaborating with PVR INOX to broadcast the finals in theaters, circumventing the challenges posed by the monsoon season.

Inviting Cricket Stars to the Royal Box

Wimbledon also aims to attract attention by inviting Indian cricket stars like Kohli, Tendulkar, and Rohit to the Royal Box, a space frequented by celebrities and royalty.

By blending the appeal of cricket with the prestige of Wimbledon, the AELTC hopes to cultivate a deeper connection with the Indian audience and expand its global footprint.