BWF and Yonex seal 'Major Events' sponsorship deal
The Badminton World Federation (BWF) has announced Yonex as its Official Equipment Partner for BWF Major Events.
Covering the TOTAL BWF World Championships, TOTAL BWF Sudirman Cup and TOTAL BWF Thomas & Uber Cup Finals, the five-year agreement starts in May with the TOTAL BWF Sudirman Cup in Gold Coast, Australia before heading to Glasgow, Scotland, for the TOTAL BWF World Championships 2017 in August.
The deal, concluded by BWF's exclusive media and marketing partner, Infront Sports & Media (a Wanda Sports company), was disclosed by BWF President Poul-Erik Høyer in a brief ceremony recently on the sidelines of the YONEX All England Open Badminton Championships in Birmingham.
"Yonex has been a pioneer in the development of badminton equipment and continues to blaze the trail in innovation and technology", said Mr Høyer. "Its standards and reputation as the leading badminton brand are globally respected – and perhaps even envied. It is a brand that inspires confidence in those who use it and in those with whom it partners.
"I cannot say that we are welcoming Yonex to the badminton family, as they have long been a vital part of it, but I can certainly say we are very pleased to bring them even closer to us through this important partnership", he added, thanking the Japanese company for its longstanding commitment to badminton.
"We know that key elements of our flagship tournaments will be in safe hands with Yonex and we look forward to working with Yonex as we continue to build badminton globally".
In his speech, Yonex Chairman Ben Yoneyama thanked BWF for its vote of confidence in Yonex.
"Yonex is very thankful to have been chosen as the Official Equipment Partner between 2017 and 2021. We have worked hard to build our reputation at all levels of sport. Yonex equipment has been used in badminton for seven consecutive Summer Olympic Games, from Barcelona 1992 to the recent Rio 2016 Olympic Games.
"We are thrilled to be able to provide the same high-quality products and services for the BWF Major Events", he said.
Mr Yoneyama pledged Yonex's support for BWF's plans to transform badminton into a major global sport. "While this partnership focuses on Major Events, we look forward to collaborating with BWF on a wider scale to help boost the development of badminton as we move towards the Tokyo 2020 Olympic and Paralympic Games" he added.
The proceedings closed with Ben Yoneyama and Poul-Erik Høyer participating in a signing ceremony, after which Ben Yoneyama presented a gift of shuttles to officials of BADMINTONscotland – hosts of the TOTAL BWF World Championships 2017 – to mark the new partnership.
As an Official Sponsor, Yonex will offer essential on-site racket-stringing services to all players at BWF Major Events as well as provide court mats, shuttles and nets, while benefiting from long-term activation and promotional opportunities through its association with badminton's most prominent tournaments.
"Badminton has always been a core focus for us and we are delighted to be entering a new partnership with the BWF and, in particular, with the world"s most prestigious badminton titles", said Yonex Director Hiroaki Ebihara. "These events reflect greatly our own values and aspirations and we look forward to working closely with the BWF to further enrich the world through sports".
Stephan Herth, Executive Director Summer Sports at Infront Sports & Media, said that Infront was "delighted to welcome Yonex as the first sponsor of our new BWF partnership and to link them to a strong platform to reach their consumers and spread awareness of their high-quality products".