News | BWF World Tour

The Badminton World Federation (BWF) and its Principal Global Partner HSBC have renewed their commercial relationship for another four years, starting January 2023. HSBC will continue to be the Principal Global Partner and Global Banking Partner of the BWF, as well as the Title Sponsor of the BWF World Tour and World Tour Finals until the end of 2026.

BWF President Poul-Erik Høyer expressed his gratitude to HSBC for their support over the past five years, especially during the COVID-19 pandemic. Høyer acknowledged the instrumental role played by HSBC in the delivery of the HSBC BWF World Tour and the global promotion of badminton through its Global Development Partner role. He also highlighted how HSBC’s loyalty and investment in badminton have helped the BWF conduct activities worldwide, even in challenging circumstances.

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The renewed partnership between HSBC and the BWF will bring about even greater opportunities for the sport. The new HSBC BWF World Tour calendar will feature more Super 1000, Super 750, and Super 500 tournaments, offering increased prize money to players. This expansion aims to further enhance the sport’s reach globally and encourage greater participation.

BWF Secretary General Thomas Lund emphasized that badminton is experiencing tremendous growth, with a rising number of participants and fans. The increase in tournaments not only presents an exciting opportunity to expand the sport’s reach in established territories but also in new ones. The addition of more tournaments allows more players to enter the elite circuit, gain valuable experience, and strengthens the commercial position of badminton for the next four years.

Jonathan Castleman, HSBC’s Group Head of Brand and Brand Partnerships, expressed his delight in extending their partnership with the BWF. Castleman highlighted the increasing popularity of the sport, particularly among the under 35 and university-educated demographic. He emphasized the shared aspiration to grow the game at all levels and make it more accessible through initiatives like AirBadminton. Both HSBC and the BWF are committed to inspiring future generations and expanding the sport’s reach through community-focused efforts.

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HSBC will retain its designation as the Premier Sponsor of the BWF Major Events and Global Development Partner. This long-term partnership between HSBC and the BWF has contributed to the successful conclusion of the 2022 season at the HSBC BWF World Tour Finals in Bangkok, Thailand.

The agreement between the BWF and HSBC was facilitated by Infront Sports & Media, the BWF’s longstanding commercial partner.

FAQs

1. How long is the renewed partnership between the BWF and HSBC?
The renewed partnership is for four years, starting from January 2023 and lasting until the end of 2026.

2. What benefits will the increased number of tournaments bring?
The increased number of tournaments will provide greater opportunities for players, with more Super 1000, Super 750, and Super 500 events. This expansion will also enhance the sport’s reach globally and encourage participation.

3. What is AirBadminton?
AirBadminton is a new format introduced to make the sport more accessible. It aims to inspire future generations and expand the reach of badminton.

Conclusion

The partnership renewal between the BWF and HSBC marks an exciting chapter for badminton. With the continued support of HSBC, the sport will grow further, reaching new audiences and attracting more players. The increased number of tournaments and the focus on initiatives like AirBadminton will undoubtedly contribute to the continued success of badminton globally. Stay tuned for the upcoming HSBC BWF World Tour events and witness the incredible talent and athleticism of the players. For more information, visit Carnegiecentre.

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