BWF Secures Reveals New Sponsorship Deals

Badminton World Federation (BWF) has announced new sponsorship deals with the sports apparel and equipment company Li Ning, ampoule and energy drink manufacturer Redbull China, and that will cover BWF Major Events for the next four years.

This is the first time the BWF has secured global sponsorships for its Major Events. The new agreements begin with the Sudirman Cup in Kuala Lumpur, Malaysia and also include the annual BWF World Championships and the biennial Thomas & Uber Cup tournaments.

BWF Secretary General Thomas Lund said: “These collective long-term agreements is a significant achievement.

“BWF is pleased to partner with Li Ning and Redbull China in showcasing some of badminton’s premier tournaments with these seven Major Events throughout the four years from 2013-2016. These events are some of the most prestigious competitions in our sport and for any individual or country to win them is traditionally and undoubtedly a moment of great pride and honour.”

“The interest shown by these corporate entities underlines the fact that badminton has been growing in recent years and is now capable of attracting global attention and, as a result, such partnerships.”

Li Ning’s General Manager of Li Ning Indoor Sports,  Mr. Hong YuRu, added: “Badminton’s steady rise on the international sports landscape has been impressive and it’s clearly enjoying considerable popularity now. BWF events are currently televised in more than 160 countries and that number is constantly increasing. The Major Events are an attractive prospect for Li Ning in terms of global brand visibility and recognition, especially as these are the tournaments in which more countries compete and therefore their nations have an interest.”

Redbull China’s Sports marketing director, Mrs. Joan Zhang said: “These Major Events are BWF’s signature collection and Redbull China’s official association with them signifies our regard for these tournaments and the high stature which we recognise they have among fans.

“This partnership fits into our strategy of aligning our company with some of the world’s best sporting events.”