The Badminton World Federation (BWF) has partnered with Wanda to elevate the sport of badminton to new heights. In an exclusive agreement, Wanda, through its subsidiary Infront Sports & Media, will handle the worldwide commercial rights of BWF Major Events and the revamped BWF Series. This partnership marks the first time that BWF works with a single global partner for media and sponsorship rights distribution. With the support of Infront, BWF aims to enhance the sport’s entertainment profile and engage its 500 million fans worldwide. The agreement also aligns with BWF’s Strategic Plan 2016-2020 and its vision of giving every child a chance to play for life.
Centralizing Commercial Rights for Badminton’s Major Events
The BWF and Wanda have recently announced an exclusive partnership that aims to take badminton to new heights. As part of this landmark agreement, Wanda’s subsidiary, Infront Sports & Media, will hold the central rights for BWF’s Major Events, including the Sudirman Cup, Thomas & Uber Cup Finals, and the World Championships. Additionally, the BWF Series, which includes the current BWF World Superseries and Grand Prix Gold events, will be relaunched for the 2018 season.
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Uniting Media and Sponsorship Rights
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For the first time in its history, BWF has joined forces with a single global partner to handle both media and sponsorship rights distribution. With this agreement, Wanda and Infront will exclusively manage all commercial rights, including media, marketing, digital, and betting, from 2018 to 2025. This consolidation of commercial rights ensures streamlined operations and maximized exposure for badminton worldwide.
Expanding Badminton’s Reach
Badminton’s popularity is extending beyond traditional heartlands, as demonstrated by the diverse medal winners at the recent Rio 2016 Olympic Games. This new partnership aims to capitalize on the sport’s widespread appeal and reach new markets. Bolstered by its massive fan base and over 125 million players globally, badminton will now attract leading global marketing partners and expand its audience even further.
Enhancing Entertainment Profile
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One of BWF’s key objectives, as outlined in its Strategic Plan 2016-2020, is to enhance badminton’s entertainment profile. The partnership with Infront is a significant step in that direction. Infront, renowned for its sports marketing expertise, will help elevate badminton’s visibility and engagement by leveraging its extensive network and resources. Through this collaboration, badminton will shine even brighter, captivating fans around the world.
A Fruitful Partnership
BWF President Poul-Erik Høyer expressed his excitement about the agreement, stating that it will give badminton new momentum. He anticipates that this partnership with Infront will be mutually beneficial and align with BWF’s vision of giving every child the opportunity to play for life. By working with Infront, BWF aims to exceed expectations and explore new frontiers for the sport.
Summary
The Badminton World Federation (BWF) has entered into an exclusive partnership with Wanda and its subsidiary, Infront Sports & Media, to centralize the commercial rights for BWF Major Events and the revamped BWF Series. This historic agreement marks the first time that BWF has collaborated with a single global partner to manage both media and sponsorship rights distribution. By leveraging Infront’s expertise, BWF aims to enhance badminton’s entertainment profile and engage its vast global fan base of over 500 million. This partnership aligns with BWF’s Strategic Plan 2016-2020 and its vision of giving every child a chance to play for life.
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