Why Wimbledon is serving Indian ice cream and Bollywood beats
Wimbledon is actively expanding its reach in India by incorporating local cultural elements, such as Indian ice cream and Bollywood-themed content. This strategic shift aims to grow the tournament's audience in a cricket-dominated market.
Why it matters
This illustrates how traditional global sports brands are adapting their marketing strategies to engage emerging markets through hyper-localization.
Image source, Getty Images Image caption, Jannik Sinner's win over Alexander Zverev in the men's final reportedly drew some 2.7 million livestream viewers in India
Few things are more sacrosanct in sport than Wimbledon.
Its all-white dress code for players, minimalist court-side advertising and association with strawberries and cream all remain fiercely guarded traditions.
Yet as the organisers of the world's oldest Grand Slam set out to crack cricket-obsessed India this year, Wimbledon had to abandon some of its trademark restraint to win over audiences in a country where tennis remains a niche sport.
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