bwf Extends With British Bank
The Badminton World Federation (BWF), the international governing body for the sport of badminton, has signed a partnership extension with the London-based banking and financial services company HSBC.
The four-year sponsorship renewal will see HSBC continue as the principal global partner and global banking partner of the BWF along with being the title sponsor of the BWF World Tour and World Tour Finals until the conclusion of the 2026 season.
In addition, HSBC will continue to be the premier sponsor of the BWF Major Events, as well as the global development partner.
This latest deal between the pair was brokered by Infront Sports & Media, the Swiss-based sports marketing company and long-term BWF commercial partner.
BWF President, Poul-Erik Høyer, commented, “HSBC’s continued commitment to the delivery of the HSBC BWF World Tour and global promotion of badminton through its global development partner role has been instrumental in helping BWF deliver badminton activities throughout the world.
“This loyalty was particularly invaluable through the COVID-19 period where we were delighted to extend our previous four-year deal by an additional year to give us strength and stability in an otherwise difficult situation.
“HSBC has invested heavily in badminton since 2018 and we look back fondly over that period. From the first HSBC BWF World Tour Finals in Guangzhou in 2018, to the launch of AirBadminton in 2019, also in Guangzhou, and spectacular season-ending events in Bangkok and Bali in 2021, despite those editions being held under closed-circuit environments.
“We trust the next four years will bear even greater fruits as we enter the new cycle of the HSBC BWF World Tour and double down on our commitment to the AirBadminton project with the sport set to debut at the ANOC World Beach Games.”
Jonathan Castleman, HSBC’s Group Head of Brand and Brand Partnerships, added, “We are really pleased to be extending our partnership with the BWF across the HSBC BWF World Tour and HSBC BWF World Tour Finals. More people than ever are playing and engaging with the sport and with almost half of the fans being under 35 and university educated, it’s a perfect future-focused partnership for us.
“We share a joint ambition to continue to grow the game at all levels by inspiring future generations and by making the sport more accessible through new formats such as AirBadminton. We are passionate about continuing to expand its reach with a community focus, and together with the BWF have been instrumental in helping more people than ever before to pick up a racket.
“With restrictions lifting around the world, we can’t wait to resume live engagement with the fans, our customers, colleagues and communities we serve.”
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