New Delhi, July 14 -- Followers' views on influencers' social media posts are becoming their tickets to global events such as Wimbledon, Coachella and the F1 premiere. Companies such as JioStar, Warner Bros and Heineken are roping in creators to attend and promote these events.

Take Sakshi Keswani, a comedy content creator with over 2 million followers on her Instagram handle @_beingsuku_. JioStar has flown Keswani to London for the second time to create content around the ongoing Wimbledon matches at the central court. Previously, the streaming platform sponsored her to attend the English Football League in May 2024.

Keswani highlighted that the content she created at both these events performed well on social media and recorded a surg...