Badminton

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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.

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.

The Spanish city of Huelva has been awarded hosting rights for the 2021 edition of the World Badminton Championships

The Badminton World Federation has awarded hosting rights for a number of its major events across the next seven years

Gregory Verpoorten has confirmed he will not seek re-election as president of the Badminton Europe (BEC) continental governing body.