Wanda to raise a 'racket' for badminton

SMASHING DEAL: Denmark's Christinna Pedersen and Kamilla Rytter Juhl in the women's doubles final at the Japan Open last month. BWF has given Infront exclusive marketing rights. PHOTO: AGENCE FRANCE-PRESSE


    Oct 04, 2016

    Wanda to raise a 'racket' for badminton


    CHINESE conglomerate Wanda Group's ambition of developing a sports-entertainment empire just got bigger as chairman Wang Jianlin said last week that the company plans to sign two more deals with major international sports entities before the end of the year.

    He made the remarks while announcing Wanda's strategic partnership with Badminton World Federation (BWF), the sport's world governing body, in Beijing.

    The partnership with BWF was Wanda's 10th signing of marketing and sponsorship agreements with global federations, including world football body Fifa, basketball body Fiba and International Triathlon Union.

    The partnership with BWF, signed through Wanda's subsidiary Infront Sports & Media, will give the Chinese company exclusive media and sponsorship rights of BWF's main events, including the Sudirman Cup (world mixed team championship), the World Championships and the Thomas and Uber Cup Finals (world men's and women's team championships), and BWF Series from 2018 to 2025.

    The deal is the first time BWF has partnered with a single global partner for both media and commercial rights distribution. Infront will also support the federation with its television production operations, providing host broadcast and services at all BWF's major events.

    Poul-Erik Hoyer, president of the BWF, hailed the deal as a landmark drive to carry badminton on a new momentum.

    "Their reputation precedes them and we look forward to Infront sprinkling their sports-marketing stardust across the badminton landscape and helping our sport to reach new heights," he said.