The Badminton World Federation (BWF) has signed a sponsorship deal with mineral water brand Alps.
Under the terms of the three-year agreement, Alps will serve as an official partner of the BWF’s major events and the World Tour Finals. The company will also provide safe drinking water at events.
Alps has an existing relationship with the BWF, having sponsored the Sudirman Cup in Nanning, China earlier this year.
Alps is also a sponsor of AC Milan and renewed its agreement with the Italian Serie A football club earlier this year.
The BWF’s commercial rights are sold by the Infront Sports agency under a long-term deal signed between the two parties in 2016. The deal came into effect in 2018 and runs until 2025, covering all the BWF’s worldwide commercial rights, including media, marketing, digital and betting rights.
The deal marks the first time the BWF has worked with one global partner on the distribution of both its media and sponsorship rights.