Wimbledon has partnered with Kuremal Kulfi in Delhi to launch a limited-edition Strawberries & Cream Kulfi [1, 2].
The collaboration marks a strategic effort to integrate one of tennis's most famous traditions into the Indian market. By blending a British sporting icon with a local dessert staple, the tournament aims to deepen its connection with a massive and growing fan base in South Asia.
Kuremal Kulfi, a shop with a history spanning 120 years [1], is producing the treat as a "desi twist" on the classic strawberries and cream pairing [2]. The product was launched to coincide with the opening of the Wimbledon tournament on June 29, 2024 [2]. According to the promotion, the limited-edition kulfi will be available to customers in Delhi until July 12, 2024 [2, 3].
The move is driven by the tournament's significant reach within the region. India currently serves as Wimbledon’s largest global market in terms of unique audience reach, totaling 82.4 million people [1]. This partnership allows the brand to move beyond digital viewership and create a physical, taste-based experience for fans in India.
By selecting a century-old establishment like Kuremal Kulfi, the tournament aligns its own prestige and longevity with a local business that holds similar historical weight in Delhi. The initiative transforms a seasonal sporting event into a localized culinary experience, bridging the gap between London and Delhi through a shared love of sweets.
“India currently serves as Wimbledon’s largest global market in terms of unique audience reach.”
This partnership signals a shift in how major Western sporting events approach global expansion. Rather than relying solely on broadcasting rights, Wimbledon is utilizing 'hyper-local' marketing by partnering with heritage brands to create cultural resonance. By targeting India's 82.4 million unique viewers with a physical product, the tournament is attempting to convert passive viewership into active brand loyalty.
