Infront brokers BWF sponsorship with travel solutions firm Stay22

(Photo by Michael Steele/Getty Images)

Map-based travel company Stay22 has agreed a deal to become the official travel solutions sponsor for all Badminton World Federation (BWF) events from 2020 to 2021.

The deal will allow Stay22 to benefit from brand exposure across the BWF’s social media platforms in the Asia-Pacific region as well as the individual websites for all HSBC BWF World Tour events.

Stay22 provides users with a location-based interactive map which displays the nearest and most affordable accommodation for events. The platform displays Airbnb and hotel inventory and claims to have over 35 million bookable listing in over 50 countries.

The deal was negotiated by the Singapore office of the Infront agency which signed a long-term agreement with the federation in 2016 covering all the BWF’s worldwide commercial rights, including media, marketing, digital and betting rights from 2018 to 2025.

This was the first time the BWF had worked with one global partner on the distribution of both media and sponsorship rights. In the previous four-year cycle, from 2014 to 2017, the BWF’s marketing rights were held by the Singapore-based Enterprise Sports Group, while its media rights were held by IMG.

Thomas Lund, BWF secretary general, said the Stay22 deal would help to enhance the fan experience at BWF events.

He said: “Their location-centric mapping system makes it easy for sport-enthusiasts to easily search and book any type of accommodation or travel services near our events or venues.”

Since its creation in 2016, Stay22 has partnered with over 10,000 event organizers and ticketing platforms to help users identify accommodation options.