Windfall for Srikanth – cash, car in hand; contracts in offing


Kidambi Srikanth is in for lucrative deals; prizes. A cash prize purse and a car are announced. Negotiations have begun for lucrative contracts.

The next brand icon from Indian sports has arrived. Taking the world by storm. With an unprecedented success rate. With unimaginable giant killing spree. Kidambi Srikanth is breaking all barriers. Shattering all conventions.

Srikanth has successfully brought the Indian badminton out of the shadow to Saina Nehwal and PV Sindhu. At a time when Sindhu is a force to reckon with in global badminton; topping all sporting chart for non-cricket disciplines in the country. At a time, when Saina is still making big headlines. Srikanth is consistently occupying page one space in national and regional dailies. Closing in on the lead when those ahead of him are at their best pace.

The second successive win over the World No. 1 South Korean Son Wan Ho and also the second successive title in as many week is opening a window of opportunities for Srikanth, now credited with many first in Indian sports. The first ever Indian men’s to win back to back BWF Super Series titles. Only Indian men’s singles player to win two BWF Super Series titles (India Open and Australia Open), to win two Super Series Premier Titles (China Open and Indonesia Open) and also the first ever singles player to win back to back Indonesian Open and Australian Open titles. Srikanth has also become the sixth man ever to make it to the three successive BWF major finals. The other five being legends Lin Dan (China), Lee Chong Wei (Malaysia), Bao Chunlai (China), Sony Dwi Kuncoro (Indonesia and Chen Long (China).

Now, the Guntur boy is all set for a first on the commercial front too. He is on the course to become the first one-crore rupee brand endorsement non-cricketer, non-Olympic medalist sportspersons in the country. Talks are reportedly on with three brands. The deals are reported to be worth Rs three crore, three-year period each.

Badminton Association of India President Hemanta Biswa Sarma has announced a second Rs 5 lakh prize for Srikanth. The cheque for Rs 5 lakh award for his Indonesia Open win is already dispatched to his residence.

Mahindra TUV 300

Anand Mahindra, the chairman and managing director of Mahindra Group announced to gift Srikath a Mahindra TUV 300, personally.

The announcement from Mr Mahindra came during a twitter troll. After Srikanth’s win, Mahindra took to Twitter to congratulate the shuttler. “Here’s hoping we can nickname @srikidambi the ‘Steamroller’ pretty soon..,” he wrote.

A Twitter user responded to this by asking for a better treatment for Srikanth and higher price money. “Sir, He gets only five lakh… That’s nothing compared to cricket, pls do something ???? ,” he wrote. Mahindra did take the request into consideration and replied by saying that Srikanth deserves a battle tank. “OK. His fighting spirit has made us proud. A STEAMROLLER deserves a Battle Tank. I’ll personally gift @srikidambi a Mahindra #TUV300,” he said.

Srikanth is presently endorsing Bank of Baroda. The next on the cards are reportedly an automobile tyre, an FMCG and a digital platform brands.

Srikanth has been able to break that barrier to make his presence felt in the brand endorsement market. The dominance there will be corresponding to his achievements on the court. Srikanth post his return from an injury-induced lay off has proved time and again – he is not overawed by big names and big rankings of his rivals on the court. He is rather establishing the fact to himself being the next big thing in shuttle sport.