Shuttler Kidambi Srikanth inks 4-year multi-crore deal with Li-Ning

Ace shuttler Kidambi Srikanth has entered into a 4-year multi-crore endorsement deal with Chinese sports brand, Li-Ning. The deal, which is valued at Rs 35 crore for a period of four years, will comprise sponsorship and equipment supply. Srikanth is managed exclusively by sports marketing firm Baseline Ventures.

Srikanth is only male world No.1 badminton player and also the only Indian player to have won six Super Series badminton events.

In a statement, Mahender Kapoor, Director, Sunlight Sports Pte Ltd, which is the exclusive partner for Li-Ning in India, 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. We want to play our part in helping Srikanth achieve a lot more going forward.”

Li Ning Co. Ltd retails sporting goods, including footwear, apparel, equipment and accessories for professional and leisure purposes, primarily under the LI-NING brand. In India, the 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.

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 & dynamic which is so important for a top athlete like Srikanth. We look forward to a great association over the next 4 years.”

Founded in 2014, Baseline Ventures is a full-service sports marketing, entertainment and brand licensing firm with a presence in Singapore, Mumbai, Delhi, Bengaluru and Los Angeles.

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