Badminton England links up with Sport Collective

Badminton England has appointed sports rights and marketing agency Sport Collective to support the development of a new commercial strategy.

Sport Collective will work with the sport’s national governing body to design and implement schemes to help increase revenue from digital content, membership and major badminton-related events.

The agency will also deliver bespoke sport business training to individuals in the Badminton England elite athlete network to help build their business knowledge, in order to support them in the future after their professional playing career has ended.

Adrian Christy, chief executive of Badminton England, said: “Our new Discover Badminton strategy tells a great story of the exciting opportunities ahead for English badminton and we are delighted to partner with Sport Collective to help us build and execute our commercial partner programme.”

Founded by two former senior commercial executives at the English Football Association, Sport Collective works with various major sports organisations, including football’s global governing body Fifa and England’s Football League.

Sport Collective also has partnerships in place with a number of leading brands such as US sportswear company Nike and Korean electronics giant Samsung.