Online betting company 188Bet has signed up as a partner of the All England Open Badminton Championships.
The deal will run for three years, from 2016 to 2018.
Badminton England operates the championships, which is a Superseries Premier event on the Badminton World Federation calendar and one of the five ‘majors’ of the sport.
The Championships are held in Birmingham every March. 188Bet has become the event’s official gaming partner and will have a presence on the competition’s concourse.
The deal marks 188Bet’s first step into badminton, but the company did previously sponsor English football club Bolton Wanderers and the rugby union club Newcastle Falcons.