17/08/2026
Wimbledon seems to be picking up on a shift that's been building in global marketing for a while now. Premium brands used to lean on distance to signal exclusivity. Increasingly, it looks like belonging works better.
Our Founder & CEO, Darshana Bhalla, spoke to the BBC about the All England Club's outreach into India this year, the kulfi tie-up, Bollywood-style reels, Indian creators at the Royal Box, and made the point that there's more strategy behind it than it might seem at first glance.
A few things make this worth watching: India is reportedly Wimbledon's largest international audience by reach, the tennis talent pipeline here is arguably its strongest in years, and premium urban sports consumption seems to be broadening past cricket. Cricket gives scale, tennis may give Wimbledon something a little different: a more affluent, English-speaking, urban audience.
If this experiment works, expect F1, the NBA, the NFL, the UFC, La Liga and the Premier League to double down on India-first content strategies of their own.
Full breakdown in the BBC piece 👇
📎 https://www.bbc.com/news/articles/ckgdz0420xzo
Departing from tradition, Wimbledon shed its restraint to target new audiences in cricket-crazy India.