Credit: Financial Times
The All England Lawn Tennis Club (AELTC), organisers of Wimbledon, are turning their focus to India as part of a bold international expansion strategy. With its deep cultural ties to the UK, a massive sports-obsessed population, and an evolving media landscape, India is being positioned as a critical market for Wimbledon’s long-term growth.
Chief executive Sally Bolton confirmed that India has now joined the United States as one of Wimbledon’s two primary international focus markets. In an interview with the Financial Times, Bolton highlighted the country’s untapped potential, describing it as “an enormous opportunity sitting there.”
Cricket as a Gateway to Tennis
One of the more innovative ideas being explored is the staging of grass court exhibition matches in India featuring famous cricketers. Cricket legends such as Sachin Tendulkar and Rohit Sharma, both past Wimbledon attendees, already act as natural cultural connectors between the two sports. With a combined 95 million Instagram followers — far outstripping Wimbledon’s six million — their involvement underscores how cricket could serve as the bridge that opens tennis to a wider Indian audience.
Wimbledon’s broadcast presence in India is secured through Star Sports and JioHotstar, the latter amassing 280 million subscribers largely due to its ties with the Indian Premier League (IPL). The AELTC hopes to leverage these platforms to enhance Wimbledon’s reach, drive deeper engagement, and ultimately unlock new revenue streams in media rights and sponsorship.
Building a Global Lifestyle Brand
Wimbledon is not simply pushing for more viewers — it is carefully evolving into a lifestyle brand. Merchandise sales rose 15% last year, and Bolton noted that international online retail remains “in the foothills” of what is possible. With apparel, homeware, and premium collaborations such as Ralph Lauren, the tournament is shaping its identity well beyond two weeks of tennis.
Prize money also continues to climb, with the men’s and women’s singles champions set to earn £3 million each in 2025, the highest of any Grand Slam. At the same time, the AELTC is pursuing ambitious expansion plans for new stadiums and courts, though they face local opposition.
Consulting Insight: Why India Matters for Wimbledon
For Wimbledon, India represents more than a new fanbase — it is a strategic growth frontier. Several dynamics align to make this market particularly valuable:
- Cultural Bridges: Historic ties with the UK and cricket’s immense following give Wimbledon a natural entry point.
- Digital Acceleration: Platforms like JioHotstar have transformed India into one of the most accessible mass markets for international sports rights holders.
- Commercial Potential: Even a fraction of cricket’s fan engagement levels could generate significant commercial upside for Wimbledon through sponsorship, merchandising, and media rights.
- Competitive Landscape: With the Premier League opening offices in Mumbai, WWE planning premium Indian events, and the Olympics adding cricket to Los Angeles 2028, global rights holders are moving fast. Wimbledon cannot afford to lag.
The challenge, however, lies in translating visibility into cultural relevance. Tennis has always been seen as a niche, elite sport in India. For Wimbledon to succeed, it must embed itself within the broader sporting narrative, tapping into cricket’s cultural capital while positioning itself as aspirational yet accessible.
Final Word
Wimbledon’s India play is not just about broadcasting tennis matches to millions — it is about redefining tennis as a global lifestyle brand with a strong foothold in one of the world’s most dynamic sports economies.
At 365247 Consultancy, we work with global rights holders, leagues, and brands to identify growth frontiers, build market entry strategies, and turn cultural challenges into commercial opportunities. If your organisation is exploring India or other emerging sports markets, let’s connect.
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IMAGE: AFP
