Australia Superseries

Kidambi Srikanth's case shows why even good performances aren't enough to attract endorsements

Post the Australia Open title, every corporate in town wants to be part of the Kidambi Srikanth photo frame, at least to explore the possibility of a marriage of brand with personality.

Australia Superseries: Kidambi Srikanth gives timely reminder of his worth to world badminton elite

Kidambi Srikanth's patient and offensive play from backcourt allowed him to finally break the Chen Long jinx in the men's singles final at the Australia Superseries badminton tournament.

Australia Superseries: Prakash Padukone credits Pullela Gopichand for Srikanth Kidambi's 'great form'

Former players Prakash Padukone and Vimal Kumar credited the current national coach Pullela Gopichand for playing a huge role in Kidambi Srikanth's recent success.

Australia Superseries: Kidambi Srikanth being pursued for ad deals after back-to-back titles

Indian ace shuttler Kidambi Srikanth has caught the eye of top business firms after becoming the first Indian man to win back-to-back Superseries titles.

Australia Superseries: Fitter Kidambi Srikanth trumps rivals with much-improved defensive play

With Srikanth having stamped his class, rivals will keep an eagle-like eye on him on court. He will simply have to let the bird do the talking.

Australia Superseries: Kidambi Srikanth says winning consecutive titles is 'best phase of my career'

Kidambi Srikanth says it is the best phase of his career after beating Olympic and World Champion Chen Long in straight games to win his fourth Superseries title.

Highlights Australia Superseries, badminton scores and updates: Kidambi Srikanth thumps Chen Long to claim title

Catch the live scores and updates from the final day of 2017 Crown Group Australia Open Superseries as Kidambi Srikanth takes on reigning Olympic champion Chen Long in the men's singles final.

Australia Superseries: Kidambi Srikanth's aggression, stamina help him make a hat-trick of finals

Srikanth switched to an all-out attack from 9-6 in the opening stanza, after an initial period of wariness, when both players tried keeping each other away from the net by playing long rallies.

Australia Superseries: Kidambi Srikanth's recent success a testament to his new-found mental edge

With age and experience of playing in big ticket tournaments, the application of mind is also sharper as far as Kidambi Srikanth is concerned.

Highlights Australia Superseries, badminton scores and updates: Kidambi Srikanth to face Chen Long in the final

Catch the live scores and updates from the penultimate day of 2017 Australian Open Superseries badminton tournament as Srikanth Kidambi takes on China's Shi Yuqi while Tai Tzu Ying faces a tough challenge.