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French oil and gas company Total extended its Global Partner deal with the World Badminton Federation (BWF) this year because the Asian market is key to the sales growth of its Total Quartz engine oil…

Telecoms company Vodafone has returned as title sponsor of the Premier Badminton League (PBL) in India, after sales agency and pay-television broadcaster Star Sports held out for a year to secure a high-value, multi-year agreement from 2017.

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.

The Badminton World Federation (BWF) this month signed its biggest sponsorship deal to date in a multi-property agreement with energy multinational Total driven by the sport’s growing exposure in Asian markets.

The Badminton World Federation (BWF) has signed a sponsorship deal with mineral water brand Alps

The Badminton World Federation has agreed a three-year extension to its partnership with internet company GoDaddy

The Badminton World Federation has signed a sponsorship deal with flavoured liquor producer Laymau for its 2018 World Championships, which get underway in Nanjing, China today (Monday)

The Badminton World Federation has unveiled pewter manufacturer Royal Selangor as the official trophy partner of the BWF World Tour finals.


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.

It has been yet another excellent sporting summer and an excellent summer for sports sponsorship. This month's Insider brings you seven of the top sponsorship stories from August

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.

Badminton’s popularity in China drove lucrative deals by the Badminton World Federation last month with sportswear brand Li Ning and energy drinks brand Red Bull China.

THE SPORTS MARKETING agency behind the award-winning Axiata Cup badminton tournament in Southeast Asia will continue to develop its ground-breaking activation programme for the event’s second series i…