Brokered by Total Sports Asia (TSA), the Badminton Association of India (BAI) has finally roped in Rs. 75 million for 3 years from Premier Brands. The amount that the BAI has secured from the contract would accrue to the badminton players.

The sponsorship amounts would be administered by the former players. VK Verma, BAI's president has stated that the amount would directly be going to the players and none of the amount will be used by the body for its administrative costs. With the aim of setting the highest transparency in sports administration they are coming up with a new model of financial governance.

Suresh Kumar, the chairman Premier brands emphasizes that it's not just a sponsorship deal that they have signed in but it was their way of contributing to a sport that has a tremendous Indian heritage, history and national pride associated to it. They looked on to a number of sports federations in India, and came to the conclusion of sponsoring the BAI because it is one of the most professionally managed sporting bodies in India.

Premier brands would now have the right to feature on the front of team Jerseys along with Yonex who is the main sponsor of the Yonex Sunrise Asian Badminton Championship to be held from 12 - 18 April 2010 in New Delhi.