PV Sindhu set for new multi-million dollar deal with Li Ning

Sindhu during her triumphant campaign at the Kumpoo Macau Open

PV Sindhu has had a remarkable 2013 and things are set to get better for her.

The teenage Indian shuttler is set to sign a deal with Chinese badminton equipment manufacturer Li Ning as its brand ambassador. Sindhu will be the first Indian on board the Li Ning brand, which primarily promotes the Chinese players.

The deal is said to be worth millions of dollars and is set to fetch Sindhu far more than what her more illustrious compatriot, Saina Nehwal, earns from her deal with Yonex.

18-year-old Sindhu is also currently contracted with Yonex, but that is set to expire at the close of the year. The new contract with Li Ning is set to begin from January 1, 2014. The deal is reportedly being kept under wraps as the Chinese firm wants to announce it with a grand launch function in the new year.

“Sindhu is the future of Indian badminton. We wanted her to be our brand ambassador. She is getting the best deal and her association with our company will begin from January 1. We are absolutely thrilled with this deal and are looking forward to a long and healthy relationship with her in the years to come,” a top Li Ning official told TOI.

Li Ning is looking to expand its footprint in India, which is a huge badminton market, and are said to be interested in finalizing deals with a few more Indian shuttlers. Yonex dominates the Indian market and most of India’s players use Yonex equipment. And Yonex has a tie-up with the Badminton Association of India (BAI) as well as most state associations, giving them a firm grip on the Indian badminton scene.

“We are coming here (in India) in a big way next year. After Sindhu, other rising Indian shuttlers will also be part of our family,” said the source.

Sindhu created history earlier in the year when she became the first ever Indian female player to win a medal at the BWF World Championships, when she won bronze. Apart from that, she also won two Grand Prix Gold titles – at the Malaysian Open at the beginning of the year and then the Macau Open a few weeks ago with which she concluded her international season. She also received the Arjuna Award in September in appreciation of her superb performances during the year.

Till now, Yonex has dominated the Indian market, with most top players endorsing their products. The Chinese company entered the Indian market a couple of years ago but not could make much headway since Yonex has a tie-up with the Badminton Association of India (BAI) and most of the state associations too.