Singapore, February 1, 2010 – Chinese sports brand Li-Ning will be sponsoring the Singapore Badminton Association (SBA) to the tune of S$8.8 million. The sponsorship is a combination of cash and value-in-kind over a four-year period from 2010 to 2013.
“Our strategic direction from 2009 and subsequent next five years, will involve overseas market development, together with our aim to become the sporting brand synonymous with Badminton,” said Ms Vivien Lim, the general manager of Li-Ning Sports Singapore Pte Ltd.
“The brand differentiation is to establish badminton as [the] benchmark sport. In addition, [the] core competencies of Li-Ning are brand building and marketing, proper product design and R&D. Now the company wants to consolidate their position … by sponsoring associations, coaches, players and organizing tournaments.”