Chinese car company Chery Automobile has agreed a deal with the Badminton World Federation (BWF) to become an official partner of the world governing body for a number of major tournaments.
The BWF has lined up an initial four major international badminton events that will form part of the deal, including the biennial Thomas and Uber Cup events, the Sudirman Cup international mixed team tournament, and the quadrennial World Championships.
Chery and the BWF have already activated the partnership at this year’s Sudirman Cup, where Chery supplied 10 cars as official vehicles for the tournament. In addition, the Chery Badminton Championship will also take place later this month in China, where the winner will get the chance to face some of the world’s best players.
The agreement between the two parties signals the first time a Chinese car brand has established a strategic cooperation with an international sports federation.