Wimbledon Eyes Indian Market: Courts Cricket Fans with Strategic Partnerships and Tech Innovation

Wimbledon is strategically expanding its reach, setting its sights on the Indian market, where cricket reigns supreme. The All England Lawn Tennis Club (AELTC), organizers of the prestigious Wimbledon Championships, are exploring collaborative avenues rather than direct competition with the nation's beloved sport.

Indian cricket icons such as Virat Kohli, Rohit Sharma, Dinesh Karthik, and Sachin Tendulkar have graced the grounds of the AELTC. Rohit Sharma's Wimbledon-related Instagram post garnered unprecedented engagement, underscoring the potential for cross-sport appeal.

Brendan Dinen, Head of Marketing at Wimbledon, highlighted the approach in an interview with TimesofIndia.com: "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...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."

Strategic Collaborations:

• Influencer Engagement: Wimbledon is partnering with an Indian social media influencer to provide an exclusive behind-the-scenes experience at both a Test match at Lord's and the Wimbledon Championships.
• Broadcast Partnerships: Star Sports, Wimbledon's broadcast partner, created a crossover trailer blending tennis and cricket elements for the Indian Premier League (IPL).

Wimbledon recognizes the immense potential for growth in India. Last year, the Championships saw 60-70 million engagements across various platforms. With a potential audience exceeding a billion, India, particularly its youth, represents a significant opportunity.

Targeting Younger Audiences:

Wimbledon is actively tailoring its content strategy to resonate with younger demographics. This involves leveraging platforms like Instagram and YouTube and collaborating with influencers to create engaging content centered around tennis.

Despite logistical challenges posed by the monsoon season, the AELTC is exploring innovative ways to connect with Indian audiences. Collaborations with PVR INOX aim to bring the Wimbledon finals to cinema screens across the country.

Leveraging Star Power:

Inviting influential Indian cricketers to the Royal Box presents another avenue for tapping into their vast social media presence and celebrity appeal. While concrete plans are yet to materialize, the possibility remains open during the Indian cricket team's tour of England.

Embracing Technology:

Wimbledon is balancing tradition with innovation by embracing technology. This includes utilizing Artificial Intelligence (AI) on its app and website, in partnership with IBM, to enhance the fan experience. The "Match Chat" assistant provides real-time answers and analysis, fostering greater engagement during live matches.

Future-Forward Approach:

Wimbledon is exploring virtual reality experiences and gaming platforms like Roblox to broaden its appeal and reach new audiences. The goal is to keep the brand and the Championships relevant and engaging in an evolving digital landscape.