Wanda sign mega global badminton deal

China’s Dalian Wanda group, headed by the country’s richest man, Wang Jianlin, have signed a landmark deal with the Badminton World Federation (BWF) for centralised media and sponsorship rights of the BWF Major Events (Sudirman Cup, Thomas & Uber Cup Finals and the World Championships) and for a new, revamped BWF Series – encompassing the current BWF World Superseries and Grand Prix Gold events – to be relaunched in 2018.

The eight-year partnership, which was signed through Wanda’s subsidiary, sports marketing firm Infront Sports & Media, includes all commercial rights – including media, marketing, digital, and betting – on an exclusive basis.

“Wanda will continue to develop our sports business,” said Wang, “(We are) determined to become a global leader.”

“One of our key objectives is to boost badminton’s entertainment profile. We want to engage and excite our fans more and this union with Infront is a clear step in that direction. Their reputation precedes them and we look forward to Infront sprinkling their sports-marketing stardust across the badminton landscape – and helping our sport to shine even brighter,” said BWF President Poul-Erik Høyer, stressing that the deal ties in aptly with BWF’s Strategic Plan 2016-2020.

Wanda also signed a sponsorship deal with FIFA in July, to start hosting an annual China Cup tournament starting next year, in a bid to improve the Chinese national football (soccer) team.

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