PV Sindhu, two-time Olympic medallist and one of India’s greatest sporting trailblazers, has joined forces with sports brand PUMA India in a multi-year partnership as brand ambassador. This marks a significant move as the brand officially steps into the world of badminton now, with Sindhu leading the charge.
Sindhu’s achievements have played a crucial role in popularizing badminton as a competitive sport in India. She is the first Indian to win five badminton world championship medals and has triumphed across the Olympics, Commonwealth Games, Asian Games, and beyond. She has been honoured with the prestigious Khel Ratna award, Padma Shri, Padma Bhushan, and Arjuna Award. Her stellar performances over the past decade have established her as a global icon. By partnering with PV, who is already actively investing in the badminton ecosystem of the country, PUMA will support her journey to further elevate badminton’s profile on national and global stages and inspire the next generation of athletes.
Commenting on the partnership, PV Sindhu said, “I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court.”
Karthik Balagopalan, Managing Director of PUMA India added, “Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions of youngsters to chase excellence, making her the perfect fit for PUMA. As PV continues to shape the future of badminton, this partnership reflects our shared passion to push sports forward and inspire more youngsters and especially young women to dream big.”
Sindhu’s collaboration with PUMA comes at a crucial juncture as badminton continues its meteoric rise in the country, with over 50 Indian players ranked in the global top 100 (BWF, Dec 2024). Badminton is the second-most played sport in India, after cricket, and has seen a remarkable 65% rise in active participation over the past four years. The racquet-sport has a fan base of 57 million, according to the Google-Deloitte Think Sports report from 2024. Of this, 27.8 million are Gen Z, reflecting the sport’s strong appeal among younger audiences.
Leveraging this opportunity, PUMA and Sindhu have partnered to broaden the sport’s attractiveness, revolutionising it particularly among young athletes. The multi-year deal with Sindhu also furthers PUMA’s long-term commitment to back women in sports.
The partnership between PUMA and Sindhu will debut at the India Open 2025 in Delhi, providing the platform for a dynamic collaboration which will set the tone for the future of badminton in India. Badminton is one of the sports where India has the potential to emerge as a global powerhouse.
This association places Sindhu alongside an impressive roster of the brand’s elite athlete lineup, cricketing icons Harmanpreet Kaur, Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, and international legends such as Usain Bolt, and Neymar Jr.
