Wimbledon expands Indian reach via kulfi partnership and Bollywood ads

Wimbledon partnered with a historic Delhi kulfi maker and added Bollywood music to its marketing, aiming to grow its audience in India where tennis remains a niche sport. The tournament also welcomed Indian celebrity cricketers and influencers to the Royal Box and produced digital content in several Indian languages.

The strategy appears to be working: the men’s final attracted about 2.7 million livestream viewers in India and average viewership rose to roughly 853,000, an 18 % increase from the previous year. Wimbledon’s chief executive Sally Bolton said India has become a "main focus" alongside the United States, while sports‑branding expert Darshana Bhalla highlighted a growing pipeline of Indian talent, including Arnav Paparkar, the first Indian in 36 years to reach the under‑18 boys’ singles quarter‑finals. The sport’s sector is projected to grow 12‑14 % annually to 2030.