Badminton
Features
What happens when Asia’s sporting legends retire?
The legends of Li Na, Kim Yuna and Lee Chong Wei have all retired and their absences leave gaping holes in their sports back home, one that sponsors and associations are keen to fill as quickly as possible.
BWF and Total’s para-badminton partnership shows the way forward for parasport
Parasport hasn’t always been able to garner the sponsorship it needs, despite the best efforts of its international and regional organisers. Total’s sponsorship of BWF’s Para-Badminton World Championships is a good case-study of how a win-win solution can be found.
Badminton steps outside with new format
The Badminton World Federation has launched a format variation, aimed at capturing new players and viewers. Badminton World Federation Secretary-General Thomas Lund tells SportBusiness' Asia editor Kelvin Tan what's next for Air Badminton.
Sponsorship Works 2012 – Sponsorship Case Study: Axiata Cup 2011
Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.
Striking a Balance
Apart from a handful of Danish stars, virtually every leading badminton player hails from Asia. Dominic Bliss asks Badminton World Federation (BWF) president Poul-Erik Hoyer what he’s doing to correct the global imbalance.
Coronavirus latest: MotoGP Qatar cancelled, Infantino on Euro threat, Bach cools Tokyo speculation, and more
Motorcycle racing championship MotoGP has cancelled its season-opening race in Qatar that was due for March 8
Infront brokers BWF sponsorship with travel solutions firm Stay22
Map-based travel company Stay22 has agreed a deal to become the official travel solutions sponsor for all Badminton World Federation (BWF) events from 2020 to 2021
Coronavirus latest: J.League suspended, BWF Vietnam event postponed, Euro games threat, and more
Japanese football authorities have suspended J.League and Levain Cup matches until mid-March, due to the coronavirus outbreak
Milton Keynes to host badminton’s European Mixed Team Championships
The English city of Milton Keynes has been awarded hosting rights to the 2021 edition of badminton’s European Mixed Team Championships.