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

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 & a World No 1 player…. We want to play our part in helping Srikanth achieve a lot more going forward.”

Li-Ning Company provides sporting goods such as footwear, apparel, equipment and accessories for professional and leisure purposes primarily under the “LI-NING” brand. Added Tuhin Mishra, Managing Director, Baseline Ventures said “We were really impressed with the road map and vision of the brand Li-Ning for Srikanth & 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.”

Published on January 14, 2019