The Badminton World Federation (BWF) has recently announced a four-year partnership with IMG Media, a global sports, fashion, and media company. This collaboration aims to revolutionize the centralization and broadcasting of BWF Major Events, the BWF World Superseries, and BWF Grand Prix Gold. With the increasing popularity of badminton worldwide, BWF’s media rights earnings are set to soar.
Strengthening Badminton’s Global Presence
Currently televised in over 160 countries, BWF events already capture the attention of millions of viewers with more than 5,000 hours of coverage annually. Notably, BWF’s online channel has accumulated an impressive 22 million views and 70 million minutes of badminton content in just 18 months. This new agreement with IMG Media aims to build upon these achievements and further enhance the sport’s global reach.
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Expanding Opportunities for Badminton
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Dr. Kang Young Joong, President of BWF, expressed his excitement about the partnership, highlighting his organization’s commitment to exploring new opportunities to improve and expand the BWF brand. BWF aims to extend live and delayed coverage of their tournaments to new markets while utilizing broadband technologies and data to engage fans on a deeper level. Moreover, an enhanced magazine show is being considered to feature badminton stars and events prominently. The goal is to maximize various media platforms and take advantage of the sport’s growing commercial appeal.
IMG Media: Exclusive Rights and Global Exposure
IMG Media, a division of IMG Worldwide, will now have exclusive rights to showcase all the best badminton action worldwide. This includes the BWF Major Events (World Championships, Thomas & Uber Cups, and the Sudirman Cup), the 12-stop BWF World Superseries tour, and the Grand Prix Gold tour. It is worth mentioning that this partnership marks the first time the BWF is exclusively collaborating with one global partner for all its media rights.
Michel Masquelier, President of IMG Media, praised badminton’s increasing popularity and expressed the company’s commitment to raising the sport’s profile globally. Asia, in particular, has become a booming sports hub for badminton, and IMG sees great potential for growth in other markets as well.
A Bright Future for Badminton
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The new collaboration between BWF and IMG Media signifies an exciting time for badminton. The sport’s expanding reach and commercial appeal present countless opportunities for development and growth. By capitalizing on the sport’s surging popularity, BWF aims to strengthen its financial position and elevate badminton’s status as a leading spectator sport internationally.
FAQs
Q: What are the key benefits of the partnership between BWF and IMG Media?
A: The partnership allows BWF to centralize and enhance the broadcasting of their major events, World Superseries, and Grand Prix Gold tournaments. It presents an opportunity to expand the sport’s global reach and engage fans through various media platforms.
Q: How will BWF and IMG Media continue to improve badminton coverage?
A: BWF and IMG Media plan to extend live and delayed coverage into new markets while leveraging broadband technologies and data to create a more interactive experience for fans. An enhanced magazine show and increased profiling of badminton stars and events are also being considered.
Q: Why is this partnership significant for badminton?
A: This collaboration marks the first time BWF is partnering exclusively with one global company for all its media rights. It demonstrates the sport’s commercial potential and its growing popularity, particularly in Asia.
Conclusion
The partnership between BWF and IMG Media holds tremendous promise for the future of badminton. With their combined expertise and resources, they aim to elevate the sport’s global standing and capture the hearts of fans around the world. By centralizing and enhancing the broadcasting of BWF events, they are setting the stage for an exciting era in badminton’s history.
For more information about the Badminton World Federation and its initiatives, please visit Carnegiecentre.
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