Kidambi Srikanth's gender may pit him against cricketers for endorsements

While badminton is not new to players turning to endorsements, the field has been dominated by women

With his second international win in as many weeks, Kidambi Srikanth has been thrust into the arc lights. No stranger to the victory podium, being the first male player to win a gold medal at the Swiss Open Grand Prix in 2015, his past successes did not trigger as much of an interest among advertisers  as this one. But his two wins are now forcing brands to take a close hard look.

To be fair, Srikanth is not a complete novice in the world of endorsements. Since his win in 2015, he has had a team managing his affairs off