All England Championships to launch behind the scenes series

Badminton England has launched a teaser for its new YONEX All England campaign with a new creative spot.

A new series of short films, created for Badminton England by Designroom Sport, will give a unique and personal viewpoint into the stories that make up the tournament. 

In a series of 10 episodes, fans will get a new glimpse behind the scenes of the Championships, gaining insights into the players, commentators, line judges and volunteers.

BWF announces HSBC partnership

The Badminton World Federation (BWF) has launched its remodelled world tour and presented HSBC as its principal global partner in an extensive sponsorship agreement.

The global banking group will have a corporate presence across BWF’s entire suite of events – title-sponsoring the new HSBC BWF World Tour and the HSBC BWF World Tour Finals for the next four years as well as becoming premier sponsor for the BWF major events; the World Championships, Sudirman Cup and Thomas & Uber Cup Finals.

Badminton England appoints Sport Collective

Badminton England has appointed sports rights and marketing agency Sport Collective to support the development of the governing body's commercial strategy and to deliver sport business training to its athletes.

Sport Collective will work closely with Badminton England to develop and implement new strategies to increase revenue from digital content, membership and major events. Sport Collective Training will also deliver sport business training to Badminton England’s athlete network.

AJ Bell extends NBL title sponsorship

AJ Bell has announced it will extend its title sponsorship of the National Badminton League (NBL).

The investment platform and stockbroker service provider will extend its deal a further two-years as the UK’s first professional badminton league expands for its third season.

The renewed sponsorship will see AJ have on and off court branding at all 21 fixtures in the 2016/17 season, which is played between October and February 2017.

BBC continues Badminton coverage

The BBC has agreed a new deal to continue its coverage of the Badminton Horse Trials until 2020.

The BBC will have exclusive coverage of the four-star three-day equestrian competition, which is one of six annual Concours Complet International (CCI) completions per year.

The four-year deal will see live coverage of the final day’s events, including the show jumping and have coverage available on the BBC’s ‘red button’ digital platform of the penultimate day’s cross country events.

Badminton England appoints Speed

Speed Communications has been appointed by Badminton England to manage the communications for the Yonex All England Open Badminton Championships.

The 106th Championships will see players aim for Olympic qualification points ahead of Rio Olympics 2016.

Speed Communications will look to raise awareness and drive ticket sales as well as raise the profile of the game in the build-up to and beyond the Olympics.

Badminton Champs signs betting partner

Badminton England has agreed a new partnership with 188BET to become the official online gaming partner of the YONEX All England Open Badminton Championships.

The YONEX All England is the oldest badminton championships in the world and are held at the Barclaycard Arena in Birmingham.

The new three year deal will be 188BET's first in badminton as the betting brand becomes the official gaming partner from 2016.

Babolat signs with Badminton England

Badminton England has announced a new partnership with racket specialists Babolat, who becomes an official equipment and shuttlecock supplier across all of Badminton England’s community programmes.

Starting with immediate effect, the partnership will see Babolat shuttlecocks being used for all domestic tournaments and circuit events for juniors, seniors and masters, including the National Schools Championships.

Seat UK nets Badminton England deal

Badminton England has announced a new partnership with the UK division of car manufacturer Seat, who will supply vehicles at key Badminton England events such as the national championships and the Yonex All England Open.

Badminton England chief executive, Adrian Christy, said: “I am delighted to announce that we have secured Seat UK as a new partner for Badminton England.


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