Chinese sporting goods brand Li-Ning has sponsored former world No. 1 ranked male singles badminton player Srikanth Kidambi, for 4 years until 2023 with approximately CNY33.62m. 

Li-Ning has offered a sponsorship fee of INR300m and equipment worth INR50m, making the total package around CNY33.62m, according to the India media, the Economic Times. 

The Economic Times also revealed that Li-Ning had sponsored Srikanth in the past from 2014 to 2015 but from 2016-2018, the Japanese sporting goods brand Yonex had sponsored the player. 

Kidambi currently ranks within the top 10 world male players but was ranked world number 1 in April 2018. 

Some believe it is an effort by Li-Ning to attract attention in the Indian market in the future. 

Reference: Aiyuke 

Proofread by Raymond Fitzpatrick