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.

Badminton's 2020 Thomas and Uber Cup is facing fresh doubts on whether it will go ahead

Motorcycle racing championship MotoGP has cancelled its season-opening race in Qatar that was due for March 8

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

Japanese football authorities have suspended J.League and Levain Cup matches until mid-March, due to the coronavirus outbreak