Wimbledon has reportedly seen an 18% increase in its Indian viewership this year, following a strategic push to engage new audiences in the cricket-focused nation. The men's final, where Jannik Sinner defeated Alexander Zverev, reportedly attracted approximately 2.7 million livestream viewers, despite being played after midnight local time.
The tournament, traditionally known for its strict adherence to customs, adopted a more localised approach. This included a partnership with a Delhi kulfi maker and sharing Instagram reels of tennis stars set to 1990s Bollywood music. Wimbledon also welcomed celebrity cricketers and Indian influencers to the Royal Box to broaden its appeal.
According to local media, an average of 853,000 viewers tuned in to watch the tournament in India this year. This strategic focus on India is not accidental, with sports branding expert Darshana Bhalla noting that India is already Wimbledon's largest international audience by reach. Sally Bolton, chief executive of the All England Lawn Tennis Club, previously stated that India, alongside the US, is a "main focus" for growing the Grand Slam's audience.