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.

The Badminton World Federation has agreed a four-year title sponsorship deal for its World Superseries event with global insurance company MetLife.

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.

Telecommunications firm Vodafone India has been announced as the title sponsor of the new Indian Badminton League competition.

Chery Automobile has agreed a deal with the Badminton World Federation to become an official partner of the world governing body for a number of major tournaments.

Adidas will sponsor Badminton England's London Grand Prix for the next three years.

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…