Shriram Finance has expanded its presence in Indian sports through a strategic partnership with the Padukone School of Badminton (PSB), becoming the Presenting Sponsor of the nationwide coaching network founded by badminton legend Prakash Padukone.
The partnership underscores a shared commitment to strengthening grassroots sports development and increasing access to quality badminton coaching across India, particularly in emerging sporting markets beyond the country’s major metropolitan centres.
As part of the agreement, the academy network will operate under the banner “Shriram Finance presents Padukone School of Badminton”, with the financial services company supporting the organisation’s efforts to identify, nurture and develop the next generation of badminton talent.
The Padukone School of Badminton currently operates 75 centres across 18 cities, offering structured coaching programmes designed to make professional training more accessible to young players. The academy has focused on building a sustainable talent pipeline through coach education initiatives, player development programmes and community-based participation efforts.
Beyond branding rights, the partnership includes support for 13 open badminton tournaments organised by PSB, while Shriram Finance will also serve as a powered-by sponsor for two All India Yonex tournaments. More than 2,000 branded training jerseys will be distributed to players, coaches and support staff across the academy network.
The collaboration is also expected to create scholarship opportunities for promising athletes, helping remove financial barriers and providing talented youngsters with greater access to competitive pathways within the sport.
Mr Umesh Revankar, Executive Vice Chairman, Shriram Finance, said, “At Shriram Finance, we have always believed in creating meaningful impact within the communities we serve. Our alliance with the Padukone School of Badminton reflects that commitment. Through this initiative, we hope to encourage and inspire young players across the country to pursue the sport with dedication, discipline, and confidence, while helping strengthen the grassroots sporting ecosystem in India.”
Padma Shri Prakash Padukone, Founder, Mentor & Director, Padukone School of Badminton, added, “We are delighted to welcome Shriram Finance as the Presenting Sponsor of the Padukone School of Badminton. This alliance is built on a shared vision of nurturing talent at the grassroots level and making quality badminton coaching accessible to aspiring players across India. With Shriram Finance’s support, we look forward to expanding our reach further and creating a stronger platform for young athletes to learn, grow, and pursue the sport with the right guidance and infrastructure.”
The agreement reflects a growing trend of corporate investment in sports participation and talent development, as brands increasingly look beyond elite sponsorships to support long-term athlete pathways and community engagement initiatives.
