All England Championships to launch behind the scenes series

13 Feb 2020

By: Sport Industry Group

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.

Martin Cawte, CCO, Badminton England, said: “Telling our story in a better fashion, with the fan placed at the centre, has become a strategic priority for Badminton England. 

The 'unexpected’ is a common reaction to all aspects of the sport, from the global fan base size, to the participation levels and the speed of the game.  This has fuelled this series - it’s a fresh take on sports documentaries which will enable us to not only connect with our current fan base but open up the sport and the Championships to a new audience.”