Online investment provider and stockbroker AJ Bell has agreed a deal with the Badminton England national governing body to become the new title sponsor of the National Badminton League, a domestic team competition that is now in its second year.
Although the terms of the agreement were undisclosed, it was confirmed that the deal will come into effect immediately and remain in place for the duration of the 2015-16 season.
In addition to title sponsorship, the firm will have a presence at all matches in the 2015-16 season through court branding and the double-point ‘PowerPlay’ in-game element that features in NBL matches.
AJ Bell has backed events such as the British Squash Grand Prix and London Triathlon and has also supported English Premiership rugby union club Sale Sharks and Lancashire County Cricket Club.
Adrian Christy, chief executive of Badminton England, said: “AJ Bell has a proven commitment and experience of working with major sporting events and teams, and I am so pleased that their first involvement with badminton will be with the NBL – the UK’s first professional national league.”