Badminton

Latest Features

Parasport hasn’t always been able to garner the sponsorship it needs, despite the best efforts of its international and regional organisers. Total’s sponsorship of BWF’s Para-Badminton World Championships is a good case-study of how a win-win solution can be found.

The Badminton World Federation has launched a format variation, aimed at capturing new players and viewers. Badminton World Federation Secretary-General Thomas Lund tells SportBusiness' Asia editor Kelvin Tan what's next for Air Badminton.

Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.

Apart from a handful of Danish stars, virtually every leading badminton player hails from Asia. Dominic Bliss asks Badminton World Federation (BWF) president Poul-Erik Hoyer what he’s doing to correct the global imbalance.

The Badminton Association of Malaysia's long-serving vice-president Khoo Kim Eng passed away on Monday in Melaka

Chinese athletes are shying away from building their profiles in overseas markets because both the cultural challenge of doing so and the riches on offer at home are too great, according to local industry…

The Badminton World Federation has agreed media rights deals in Indonesia with free-to-air broadcaster TVRI and IPTV platform UseeTV, replacing a collapsed agreement with the Futbal Momentum Asia agency

As part of a project to increase global participation, the Badminton World Federation (BWF) unveiled AirBadminton, a new outdoor version of the sport, on Monday.