Why Wimbledon is serving Indian ice cream and Bollywood beats

Wimbledon, the prestigious tennis tournament held annually in London, has made a notable shift in its approach to attract a wider audience in India. Traditionally known for its strict white dress code, minimalistic advertising, and association with strawberries and cream, Wimbledon has begun incorporating elements of Indian culture into its marketing strategy. This includes partnering with a renowned Delhi-based kulfi (Indian ice cream) maker and featuring popular 1990s Bollywood songs alongside live matches. These changes mark a departure from the tournament’s usual conservative image, aiming to resonate better with cricket-obsessed Indian audiences who are less familiar with tennis. The decision to embrace local flavors and music was part of a broader effort to increase visibility and engagement in India, where tennis remains a niche sport. To achieve this, Wimbledon launched a hyper-localized marketing campaign, utilizing digital content in multiple Indian languages. The initiative appears to have yielded positive results, with the men’s final featuring Jannik Sinner against Alexander Zverev drawing approximately 2.7 million livestream viewers, despite being broadcast late at night in India. On average, around 853,000 viewers watched the tournament in India this year, representing an 18% increase compared to previous years, according to local media reports. However, JioStar, the platform holding exclusive streaming rights, did not provide official data to the BBC. Wimbledon's outreach to India is viewed as a strategic move rather than an accident. According to Darshana Bhalla, a sports branding expert, India has become Wimbledon's largest international audience by reach, and the upcoming 2026 season is especially crucial due to the emergence of Arnav Paparkar, the first Indian to reach the under-18 boys' singles quarterfinals in 36 years. Bhalla highlights that India is witnessing a resurgence in young talent within both ATP and ITF circuits, along with a growing interest in premium urban sports beyond cricket. Streaming platforms are playing a key role in reaching niche audiences effectively. Sally Bolton, chief executive of the All England Lawn Tennis Club, noted that India has become a “main focus” for expanding Wimbledon's global audience, alongside the United States. With projections indicating that the sports sector in India will grow at a compounded annual rate of 12–14% until 2030—nearly double the global average, tournaments like Wimbledon must adapt their strategies to align with local cultures. Bhalla emphasizes that Wimbledon has recognized a major shift in global marketing, moving away from the notion that exclusivity stems from distance toward one that values belonging. By integrating elements such as kulfi, Punjabi, Bollywood, and Tamil music, along with Indian creators, the tournament aims to build a cultural bridge for a large yet untapped audience primarily engaged with cricket. Upasna Dash, founder of Jajabor Brand Consultancy, agrees that reducing cultural distance is essential for younger Indians who may find Wimbledon aspirational but distant. She points out that the current marketing approach reflects how younger audiences typically discover global events through social media before engaging directly with them. Rather than requiring consumers to immerse themselves in Wimbledon’s world, the campaign subtly introduces them to aspects of the tournament that are already familiar. Streaming platforms like JioStar see value in the tournament as well, viewing it as an opportunity to expand engagement with a new demographic and establish regular viewing events. This evolving strategy underscores Wimbledon's commitment to adapting to changing consumer preferences while maintaining its storied legacy.