Badminton

Latest Features

The legends of Li Na, Kim Yuna and Lee Chong Wei have all retired and their absences leave gaping holes in their sports back home, one that sponsors and associations are keen to fill as quickly as possible. 

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 World Federation has announced a series of changes to Asian events on the World Tour 2021 tournament calendar

The Badminton World Federation (BWF) has handed new dates to its postponed 2020 Thomas & Uber Cup Finals, and has also unveiled a financial support package for tournament hosts during its 2021 season

The three-round qualification tournament before the first round of the Australian Open could be axed to guarantee the grand slam will only be delayed one week – The Age S

Cristiano Ronaldo has signed an exclusive partnership with Chinese video-sharing app Kuaishou to provide short-form videos to his Chinese fans – Sportsmoney.c