In a country renowned for its cricket fervor, badminton has been striving to claim its share of the spotlight in India. From Saina Nehwal’s historic bronze at the London 2012 Games to two-time Olympic medallist PV Sindhu, Indian shuttlers have achieved global acclaim, attracting sponsors like Visa, Bridgestone, Gatorade, and Bank of Baroda.
Recently, the world number five men’s doubles team, Chirag Shetty and Satwiksairaj Rankireddy, has been making headlines, potentially representing India’s chance at a badminton podium finish in Paris. Despite their successes, and those of others like men’s singles number 24 Lakshya Sen, badminton remains overshadowed by cricket and lacks comparable investment.
“(Badminton) needs to be promoted as good as cricket,” Shetty remarked on Saturday in Paris after defeating France’s Ronan Labar and Lucas Corvée 21-17, 21-14. “I think we’ve had the performances as well to back it up, but cricket has done that for the past 30-odd years — for us to be on the same level it will take some time.”
“Corporate houses need to step up and support sports other than cricket in India,” he added. “But I can’t say that it’s not being done. It’s definitely improving, but there’s still a lot of work to be done.”
Cricket fans in India make up over 80% of the sport’s global following, with the Board of Control for Cricket in India earning $103.4 million in the year ending March 2022, far outstripping other cricketing nations. Indian badminton players believe it is time for the government to bolster support for other sports as well.
“The Indian government should identify disciplines like badminton, table tennis, athletics, and hockey, where we are performing well internationally,” said former badminton player and Indian men’s team coach, U Vimal Kumar. “Identify about 8-10 disciplines and provide tax concessions for the next 10 to 15 years to the corporates who genuinely invest in sports,” he suggested, emphasizing that tax benefits should support infrastructure development, event sponsorship, and training.
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