Sports marketing agency ESG celebrated one of its most considerable milestones thus far by witnessing its 10th anniversary in 2015. The Singapore-based firm has played critical roles in the both local and international sporting scenes since 2005, delivering numerous significant partnerships fruition.

Key partners and individuals from the sporting fraternity sent well-wishes and congratulatory messages for the achievements through the decade.

“We have witnessed very exciting growth in both sports and well as sport business in Singapore. I’m very happy that Terence started ESG 10 years ago,” said industry veteran Ng Ser Miang, Chairman, International Olympic Committee and Vice President, Singapore National Olympic Council, with reference to ESG’s Managing Director Terence Khoo. “He has also gone beyond Singapore in gradually establishing ESG as an important international player.”

Nicholas Fang, a prominent figure in the sports media industry echoed this sentiment. “Singapore’s sports scene has come on in leaps and bounds in the past decade and ESG has played a very crucial, central role in terms of the development of supporting the growth of sports here and on putting Singapore on the global sporting map,” said the Chef de Mission, Team Singapore, 28th SEA Games Singapore 2015 and Singapore National Olympic Council member.

Well wishes also rung in from international industry practitioners like Paul-Erik Hoyer Larsen, President, Badminton World Federation and Taufik Hidayat, former World & Olympic Men’s Singles Champion.

ESG’s presence has indeed been established in many sporting circles and looks set to continue growing in the years to come, as the Asia sporting scene enters an exciting era. Likewise, its team looks forward to forging ahead and expounding on opportunities that leverage on the platform of sports marketing.

The Badminton World Federation (BWF) and energy giant, Total, today announced a landmark multi-million-dollar partnership from 2015 until 2018 covering both BWF Major Events and the MetLife BWF World Superseries.

This deal will see Total assume title sponsorship for all BWF Major Events – starting with this year’s TOTAL BWF World Championships in Jakarta, Indonesia – and including the TOTAL BWF Thomas & Uber Cup Finals and the TOTAL BWF Sudirman Cup. It breaks new ground for Total which mainly focuses its branding activities on the motorsports arena.

Welcoming Total to the international badminton family and highlighting common characteristics such as powerful performance, technologically advanced precision and especially endurance – key product values of Total – BWF President Poul-Erik Høyer hailed the new sponsorship a “natural fit”, adding “it is significant that one of the major players in the global energy industry will now be partnering with badminton – the fastest racket sport which also requires incredible stamina”.

“I am proud to announce this partnership with a global company like Total, entrusting badminton to convey its corporate message and values. I am convinced badminton will also benefit from this association with Total’s strong principles and corporate profile.

“Both badminton and Total are expanding globally and share core values such as equal opportunity, local integration and continued innovation. It is a partnership that appeals to us on a strong philosophical level and reflects how we want to portray badminton in the corporate marketplace. BWF looks forward to a long and fruitful relationship with our newest partner.”

Noting badminton’s growing mass appeal, Total Marketing & Services Asia Pacific, Senior Vice President, François Dehodencq said: “We are very pleased to be the first global energy company to partner with BWF to promote the badminton sport. The suite of world-class events which BWF hosts represent the best of individual and team competition, and feature elite athletes from across the world. Moreover, almost 80% of the Olympic badminton medalists hail from Asia Pacific, a region where Total is committed to grow our presence.”

Total Marketing & Services Asia Pacific, Specialties Vice President, Stéphane Lagrue elaborated further: “Total is committed to delivering outstanding performance and endurance of car engines with TOTAL QUARTZ lubricants and identifies the badminton sport as a game of athletic endurance, alongside our globally active role in performance and endurance motorsports.

“This package of tournaments stands at the pinnacle of international badminton, with strong public interest particularly from this region. We look forward to being associated with such well-established sporting events and working with BWF to promote badminton to the benefit of both parties.”

The opportunity to partner with a globally-recognised brand such as MetLife is ideal for growing badminton’s fan base internationally, specifically through the MetLife BWF World Superseries.

Speaking as the rebranded Superseries touched down in Malaysia for the first time under the MetLife banner recently, BWF Secretary General Thomas Lund noted the “timing of this partnership coincides perfectly with our plans for the future”.

“As a leading global life insurance company, MetLife has the type of profile and brand values with which the Badminton World Federation is pleased to align itself as we continue developing badminton at all levels.

“The MetLife BWF World Superseries is our flagship tournament series and it speaks volumes when a company like MetLife shows confidence in and commitment to the World Superseries with a four-year partnership. This will allow us to jointly plan long-term strategies to enhance the World Superseries and thereby badminton’s prominence as a flourishing sports-entertainment commodity. We have enjoyed significant success in recent years and we are looking forward to building on that with MetLife as one of our leading partners.

“BWF is committed to ensuring the 2014-2017 tournament cycle takes the World Superseries and badminton to new heights for players, fans, sponsors, hosts, etc. As our President (Poul-Erik Høyer) has been reiterating our goal is to make badminton shine even brighter. Having MetLife on board will help us achieve our targets, including attracting even larger audiences to badminton with fun fan engagements.”

MetLife’s President for the Asia region, Chris Townsend, said: “Fan engagement is a key aspect of the MetLife BWF World Superseries that we have a great desire to encourage and develop. As a company that believes in and supports the principles of health and wellness, engaging fans is a great way for MetLife to promote its values of healthy living, which includes participation in activities such as sports. Diversity is also a key value of MetLife’s culture, and badminton is an inclusive sport that appeals to all genders, age group and nationalities.”

“MetLife utilises sports sponsorship to showcase our brand’s values and share in our customers’ interests and passions,” added Townsend. “Therefore, we are working closely with our partners at BWF to develop more fun and interesting ways to drive fan engagement and increase public excitement around our brand and the World Superseries. This includes fun public events at the games themselves (such as “Who can hit the fastest shuttle” booths) and bringing fans into even closer contact with their favourite badminton stars.”

The Badminton World Federation (BWF) yesterday welcomed Chinese car company, Chery Automobile, as a partner and the “Official Car” for all BWF Major Events.

The four-year contract – from 2013 to 2016 – was announced at a press conference at Putra Stadium for the signing of the Memorandum of Understanding (MOU). This was attended by BWF and Chery officials, including General Manager of Chery International, Zhou Biren; Chery’s Vice President, Zhang Gui Bing; BWF Vice President – Europe, Gregory Verpoorten; BWF Chair of Marketing, Nigel Skelt and BWF Secretary General, Thomas Lund.

Zhou and Skelt performed the honours of inking the partnership agreement which was witnessed by badminton world No.1 and Malaysian superstar, Lee Chong Wei, as well as domestic and foreign media, many of whom are in Kuala Lumpur for the ongoing Li-Ning BWF Sudirman Cup.

The official signing heralds the start of a strategic partnership between BWF and Chery. It is the first occasion that a Chinese automobile brand is establishing a strategic agreement with an international sports federation.

“There are many examples of automobile brands collaborating successfully with premier sports events and we believe this has the makings of another win-win alliance. This four-year commitment will see Chery lending valuable support and presence to BWF Major Events, including the World Championships, the Thomas/Uber Cups and indeed the Sudirman Cup,” said Skelt, in a brief speech.

“It is a significant undertaking and we appreciate Chery’s confidence in BWF and our products. We, in turn, look forward to this partnership blossoming in the years to come to badminton’s benefit – as we continue showcasing some of the best of our sport to the world while seeking out future generations of players – an area into which I understand Chery will soon be venturing.”

In his remarks, Zhou hailed the partnership as “another major milestone for Chery”, adding that “through this partnership, Chery aims to increase worldwide brand awareness through the influence of the BWF”.

“Badminton is a sport that is well received both domestically and worldwide. This forms a good interactive platform for Chery and its consumers. China’s professional badminton players have always been amongst the best in the world. Through this partnership, we hope to show that the Chinese motoring industry is also catching up with the rest of the world. We believed that the collaboration with BWF will be mutually beneficial.”

Both organisations highlighted their similar values such as a shared passion for badminton and the desire to promote and spread core values associated with the sport such as excellence, professionalism, integrity and equality.

Meanwhile, BWF lauded the support of Malaysian companies – Petron and Nationwide – for the Li-Ning BWF Sudirman Cup. BWF Secretary General Thomas Lund said it was great to see “local businesses, which are patronised by Malaysians, partnering with BWF and contributing to a sport about which Malaysians are so passionate”.

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.”

ESG secures a three-year title sponsorship deal between Osim and BWF World Superseries 2011-2013.

A new season, new format, highest prize money ever, and now, a brand new Sponsor.

The Badminton World Federation (BWF) is pleased to welcome on board OSIM, a global leader in branded well-being and healthy lifestyle products, as the Title Sponsor of the BWF World Super Series.

The three-year deal, beginning 2011, will include all 13 events in the BWF World Super Series calendar, including the BWF World Super Series Finals.

The agreement means the BWF World Super Series will now be known as OSIM BWF World Super Series.

Following a review of its events in 2009, the BWF decided to introduce a two-tier Super Series circuit – the Super Series Premier and Super Series for the 2011-2013 season.

The partnership with OSIM is a massive boost for badminton and it underlines the BWF World Super Series as a global product,” said BWF President, Dr. Kang Young Joong.

Badminton is an Olympic sport and has fantastic global appeal which attracts the young and the old to play it.

BWF Chief Operating Officer Thomas Lund further said: “Together with a caliber partner like OSIM, who is a global leader in well being and healthy lifestyle products, it further strengthens badminton’s position as a sport that support healthy and clean living.

“The sponsorship deal, which was also due largely to the efforts of ESG, our sponsorship rightsholder for the Super Series, is also testament that top brands want to be a part of badminton’s development.”

From the 12 Super Series events, five have been selected as Premier Series events, with the Korea Open offering USD1.2 million prize money, the highest ever for a badminton tournament.

The other four Premier Series events are Indonesia Open (USD600,000) and Denmark Open, All England Championships and China Open – which offer a minimum total prize money of USD350,000 for each event.

The seven Super Series events are the Malaysia Open, India Open, Singapore Open, China Masters, Japan Open, French Open and Hong Kong Open.

The BWF has also appointed Enterprise Sports Group (ESG) as the sponsorship rightsholder and Total Sports Asia (TSA) as the media rightsholder for the 2011-2013 Super Series season.

Commenting on the sponsorship, OSIM’S Founder, Chairman and CEO, Mr. Ron Sim said:

“The sport of Badminton has a strong and passionate following in Asia as well as in Europe. This fits very well with OSIM’s growing presence around the world.”

“Just as we have a philosophy of challenging the spirit to do our best, the OSIM BWF World Super Series will attract top players to compete with the best players in the world. We are therefore delighted to partner with the BWF in this prestigious tournament series.”