Bwf Announces Hsbc Partnership

The Badminton World Federation (BWF) has launched its remodelled world tour and presented HSBC as its principal global partner in an extensive sponsorship agreement.

The global banking group will have a corporate presence across BWF’s entire suite of events – title-sponsoring the new HSBC BWF World Tour and the HSBC BWF World Tour Finals for the next four years as well as becoming premier sponsor for the BWF major events; the World Championships, Sudirman Cup and Thomas & Uber Cup Finals.

HSBC has also been named as BWF global development partner, working with the world governing body to grow the sport globally.

The international federation has also revealed that Guangzhou will be home to the HSBC BWF World Tour Finals for the 2018-2021 tournament cycle.

BWF president Poul-Erik Høyer said of the deal: “This is a significant milestone in our federation’s history. We are stepping boldly into the future with a partnership that will define badminton for the ages.

“HSBC enjoys a cachet that is the envy of the banking world. It has distinguished itself across the panorama of sport as a brand of excellence – a brand with which BWF is proud to partner.

“We are partnering with HSBC because we are committed to being the world’s sport.”

Helen Wong, chief executive Greater China of HSBC, added: “HSBC is excited to help grow this popular sport across Asia and beyond, through this global partnership with the BWF. Supporting the new HSBC BWF World Tour, we hope to develop deeper relationships with athletes, fans, customers and employees on every stop, including here in Guangzhou.

“The Pearl River Delta is an important market for HSBC and it’s great to see Guangzhou being celebrated as the new home for the HSBC BWF World Tour Finals. Through this partnership, we look forward to supporting badminton at all levels.”

The BWF also took the opportunity to present the Chinese Badminton Association and the city of Guangzhou – represented by the Guangzhou Sports Bureau – as key partners of the HSBC BWF World Tour Finals, the year-end finale.