The Badminton World Federation (BWF) and its Principal Global Partner, HSBC, have recently announced the renewal of their commercial relationship, set to begin in January 2023. This four-year partnership extension solidifies HSBC as 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 2026. The renewal comes as the sport enters its next World Tour hosting cycle.
BWF President Poul-Erik Høyer expressed his gratitude to HSBC for their unwavering support over the past five years, including during the challenging times brought about by the COVID-19 pandemic. Høyer acknowledged HSBC’s significant investment in badminton since 2018, which has been vital in helping the BWF maintain a strong presence worldwide. This commitment was particularly essential during the COVID-19 period, where the partnership was extended by an additional year to provide stability.
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Looking ahead, the BWF is confident that the next four years will bring even greater achievements as they embark on the new cycle of the HSBC BWF World Tour. The commitment to the AirBadminton project, with its anticipated debut at the ANOC World Beach Games, remains strong.
The new HSBC BWF World Tour calendar for the upcoming season will feature 31 events, including the highly anticipated World Tour Finals. This expanded calendar will offer more Super 1000, Super 750, and Super 500 tournaments, providing increased prize money opportunities for players. Thomas Lund, BWF Secretary General, believes that these additional tournaments will help further enhance the sport’s global reach and popularity, attracting both established and new territories to participate.
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Jonathan Castleman, HSBC’s Group Head of Brand and Brand Partnerships, expressed his delight in extending their partnership with the BWF. Castleman highlighted the growing popularity of badminton, with an increasing number of people playing and engaging with the sport. The partnership between HSBC and BWF aims to inspire future generations, make the sport more accessible through innovative formats like AirBadminton, and expand its reach with a community focus.
HSBC will retain its designation as the Premier Sponsor of BWF Major Events, as well as the Global Development Partner. Both organizations celebrated this exciting announcement at the conclusion of the 2022 season during the HSBC BWF World Tour Finals in Bangkok, Thailand.
This renewal agreement was facilitated by Infront Sports & Media, a long-term commercial partner of the BWF.
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