THE BADMINTON WORLD FEDERATION (BWF) has announced global sponsorship deals with Chinese sportswear firm Li Ning and energy drink company Red Bull China.
Both brands have agreed four-year deals and will sponsor the federation’s major events between 2013 and 2016, starting with this year’s Sudirman Cup in Kuala Lumpur, Malaysia.
The agreements will also take in the annual BWF World Championships, including this year’s event which takes place in Guangzhou, China, and the biennial Thomas and Uber Cup tournaments.
It is the first time the organisation has negotiated global sponsorships for its major events, as hosts were previously given the right to secure sponsors in their domestic markets.
“The interest shown by these corporate entities underlines the fact that badminton has been growing in recent years and is now capable of attracting global attention and, as a result, such partnerships,” said Thomas Lund, the BWF’s secretary general.
Under terms of the deal with Li Ning, the brand will provide shuttlecocks and court mats at all major BWF events, beginning with the Sudirman Cup, for which the company will also be the title sponsor.
By Robin Jellis
Follow Robin on Twitter: @robinjellis