How WWE’s Expansion Into India Reflects The Changing Face Of Global Sports Entertainment

World Wrestling Entertainment (WWE) has emerged as the global sports entertainment market leader, captivating spectators with a fusion of dramatized storytelling, sports performance, and over-the-top characters. Over the past twenty years, WWE has strategically established a global presence, and among the major overseas marketplaces is India.

India, with over 1.4 billion people, is a massive opportunity for WWE to expand viewership and fanbase and localize the content. The expansion in the country is a reflection of the broader global sports entertainment transition, where digital streaming, local brand-building, and developing local talent are now the pillars on which future expansion is based.

WWE’s Early Encroachment in Indian Fans

WWE’s popularity in India dates back to the 1990s, a period when professional wrestling gained popularity owing to the introduction of superstars The Rock, Stone Cold Steve Austin, and The Undertaker. The wide availability of cable TV in India played a significant role in the popularity of WWE, with channels broadcasting Raw and SmackDown in millions of households.

The first major WWE event was in 1996, with tours in 2002 and in 2016. The events brought live wrestling events in front of Indian viewers, cementing the brand presence. Over the years, Indian viewers bonded with the superstars in WWE, and iconic wrestlers like The Great Khali contributed to the brand’s popularity in the country.

India as a Priority Market in Global Strategy in WWE

Recognizing the growing viewership in India, WWE has positioned the country as a major pillar in its worldwide business strategy. India is a top market in the viewership in WWE, with millions tuning in on a weekly basis. The expansion strategy in India is based on three pillars:

Localized Broadcasting and Digital Expansion

Indian Talent Pool

Live Events and Fans’ Involvement

All of these divisions have enabled WWE to successfully penetrate the Indian market, defining how global sports entertainment companies do business in overseas markets.

The Shift Towards Digital Streaming: The Alliance of the WWE and Netflix

One of the largest changes in WWE’s expansion in India is a transition away from traditional TV broadcasts and toward digital streams. Since 2002, the tie-in with Sony Pictures Networks India (SPNI) was crucial in getting wrestling on TV in India. The revised five-year agreement in 2020 was a reflection of WWE’s trust in India.

However, the sudden hike in the popularity of streaming has transformed sports viewing. In December 2024, WWE entered a record-breaking 10-year, $5 billion global agreement with Netflix, hitting the market in April 2025 in India. The move is a major turn in sports telecasting.

Why Netflix?

Massive Reach: It has millions of Indian subscribers and provides access to a massive and growing digital viewership for WWE.

On-Demand Accessibility: Unlike traditional TV broadcasts, Netflix allows fans to watch WWE content anytime, ensuring higher engagement.

Localization Opportunities: Content recommendations driven by Netflix’s algorithms can assist WWE in reaching new fans by localizing its content in accordance with regional demand.

This shift is reflective of a broader global sports entertainment movement where high-end organizations are prioritizing digital-first models over conventional broadcasting.

The Need to Localize Content for Indian Consumers

One of the major approaches adopted by WWE in India has been localization. Since the country is linguistically and culturally diverse, WWE has been trying to localize its shows.

Hindi Commentary & Regional Adaptation: Raw, SmackDown, and pay-per-view events are offered with live commentary in Hindi, widening their appeal to a wider audience.

Localized Shows: WWE introduced “WWE Sunday Dhamaal” and “WWE Now India” on YouTube, which comprise exclusive shows with original content targeted towards Indian audiences.

Crossover with Bollywood & Cricket: WWE is in close association with Bollywood celebrities and cricket players with the aim to promote awareness among Indian sports fans.

This localization approach reflects how global entertainment brands must adapt to regional cultures to build deeper audience engagement.

Indian Talent in WWE: Building a Homegrown Stars Pipeline

Developing local talent is a crucial ingredient in the long-term success in India. While global superstars John Cena and Roman Reigns have been a blockbuster hit, WWE is cognizant of the need for Indian inclusion in the list.

The Great Khali’s Impact

The Great Khali was the initial major Indian star in WWE, who made his debut in 2006 and gained a household name in no time. It showcased the potential of Indian wrestlers in sports entertainment worldwide.

WWE’s Talent Search in India

WWE conducted its first-ever talent tryouts in India in the year 2019, scouting over 80 potential wrestlers. It was aimed at finding and developing future Indian superstars.

Several Indian wrestlers have since gained recognition in WWE, including:

Veer Mahaan (Rinku Singh): An erstwhile professional baseball player and now a superstar in WWE, Veer has been appointed a top player in the company.

Sanga (Saurav Gurjar): An experienced Indian wrestler who has been a regular in WWE’s developmental brand, NXT.

Jinder Mahal: Although Indian in origin but having been raised in Canada, Mahal’s 2017 run with the WWE Championship was a calculated effort at trying to reach Indian viewers. By developing local Indian talent, not only is WWE creating role models among young viewers but also increasing the local presence of the brand.

Live Events: Strengthening WWE’s Indian Fans Bond

Live wrestling events are a key feature in WWE’s expansion strategy. WWE has hosted a number of live events in India, such as:

2016 WWE Live India Tour: The first-ever WWE show in India in 13 years with Roman Reigns and Seth Rollins.

2017 WWE Live India Supershow: A star-studded affair with a blockbuster triple threat main event.

2021 WWE Superstar Spectacle: An event made special with a special Indian audience in consideration, with Indian performers on a global platform.

These events are not only entertaining; they also cement emotional connections among superstars and spectators, creating lasting loyalty with the brand WWE.

The Changing Sports Entertainment Landscape Globally

WWE’s expansion in India highlights a variety of worldwide sports entertainment trends:

1. The Rise of Digital Channels 

Above Traditional TV The transition from Sony is a reflection on how sports entertainment is falling under the sway of streaming. It is a harbinger of other sports properties following suit.

2. The Relevance of Localized Content 

Localization is not about translation but about culturally suitable adaptation. The expansion of WWE in India is a demonstration of how global brands need to localize their content in order to reach diverse groups.

3. Globalization of Talent Development 

WWE’s Indian talent drive is a reflection of the general movement among sports bodies in seeking out emerging market talent. The intention is to establish a global pipeline of talented performers in order to boost competition and viewership. 

4. Increased Investment in International Live Events 

Live events are growing revenue sources for the sports entertainment businesses. Future growth in international markets, with larger events in the likes of India, will be a crucial factor in future growth.

Conclusion: What the Future Holds in Store for WWE in India 

WWE’s expansion in India is not only a matter of growing viewership—it’s about shaping the future of sports entertainment worldwide. By having a deep digital presence, increasing local reach, and continuing investment in live events, WWE is poised for long-term prosperity in the Indian market. As WWE innovates and evolves, expansion in India will serve as a model for how global sports properties successfully penetrate emerging economies. Whether in how they partner with streams, develop talent, or engage with viewers, WWE’s model in India is a reflection of the future of global sports entertainment in the digital space.