Indian Star Shuttler Kidambi Srikanth has penned a multi-year deal with Asia’s premium sports brand, Li-Ning. The deal of worth around ₹35 crore, will take a course of four years, will comprise sponsorship and equipment supply. Srikanth is the single world no.1 badminton player who has sealed all the six super series badminton events.
Li-Ning is one of the major sports brand companies in China that provides sports equipment, footwear, apparel, and accessories for professional and leisure purposes primarily under the Li-NING Brand.
In India, the sports brand is retailed by Sunlight Sports Pte LTD, which is a multinational exclusive partner of Li-Ning in South East Asia, Australia and New-Zealand.
The Director of Sunlight Sports Pte Ltd, Mahender Kapoor said,’“Srikanth is among the top badminton players in the world and already the most accomplished Indian male badminton player and a World No 1 player. Li Ning stands for quality and consistency and Srikanth fits the bill perfectly. We want to play our part in helping Srikanth achieve a lot more going forward,”
Srikanth is managed by sports marketing firm Baseline Ventures, which was instrumental in getting the tie-up in place.
Tuhin Mishra, managing director, Baseline Ventures, said, “We were really impressed with the road map and vision of the brand Li Ning for Srikanth and the team handling Li Ning is completely hands-on and dynamic, which is so important for a top athlete like Srikanth. We look forward to a great association over the next four years.”
Li-Ning has been associated with the badminton teams of several countries including China, Singapore Indonesia and Australia. The sports brand has also posed as the official sponsor of Indian contingent at the 2018 Asian Games in Jakarta.