The Badminton World Federation (BWF) has signed four-year sponsorship deals with Red Bull China and apparel brand Li Ning.
The deals cover all BWF major events until 2016, including August’s world championship in Guangzhou, China; the biennial Thomas & Uber Cup events; and the Sudirman Cup, a world team competition.
It is the first time the BWF has signed sponsorship deals which include rights to all badminton’s major events.
“BWF is pleased to partner with Li Ning and Red Bull China in showcasing some of badminton’s premier tournaments with these seven major events throughout the four years from 2013-2016,” said Thomas Lund, the secretary general of the BWF.
“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.”
Chinese firm Li Ning will supply shuttlecocks and court mats at all the events, as part of its deal.
“Badminton’s steady rise on the international sports landscape has been impressive and it’s clearly enjoying considerable popularity now,” said Hong YuRu, Li Ning’s general manager of indoor sports.
“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.”
Red Bull China’s sports marketing director Joan Zhang added: “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.”Read article