France-based oil and gas company Total is looking to secure agreements that support its ‘One Ambition, One Total’ diversification policy, a direction that includes its recent mega-deal with the Confederation of African Football (CAF).
Badminton England, the sport’s organising body in the country, has secured investment platform AJ Bell as the first title sponsor of the National Badminton League (NBL) in the tournament’s second year.
Japanese badminton, golf and tennis brand, Yonex, has renewed its title sponsorship of the All England Badminton Championships for seven years from 2015 to 2021 – a sponsorship that underscores Yonex’s positioning as the number one brand in badminton.
Financial services provider MetLife is looking to make greater strides in China under its new title sponsorship of the Badminton World Federation (BWF) Superseries, Simon Smith, global marketing and communications executive at MetLife told Sports Sponsorship Insider this month.
A further two brands are expected to sign on as sponsors of the Badminton World Federation’s Major Events in the coming months, with the federation having settled on a target of five brands for what is a new sponsorship category.