The Badminton World Federation (BWF) has inked a new sponsorship agreement with an international online entertainment platform, WinBox. The sponsorship deal was brokered by the Infront Agency.
As part of the deal, WinBox has been named the official gaming partner of the BWF World Tour Finals. The tournament already began yesterday i.e. December 8 in Bangkok and will conclude on Sunday.
Bangkok is organising the finals for the second time after being the host city in January 2021. The Finals were supposed to be held in Guangzhou, but the city was unable to accomplish this due to China’s strict ‘zero-covid’ policy. WinBox is available in Thailand, Malaysia, and Indonesia.
Commenting on the partnership, Gabriel Lee, Managing Director, WinBox, said, “It is our pleasure to participate in one of the biggest badminton tournaments on the calendar and also reaffirms our position as an international sports entertainment brand. We are looking forward to improving the awareness of badminton in partnership with the BWF.”
Owen Leed, BWF’s Commercial and Communications Director, commented, “We are excited to announce our partnership with online gaming platform WinBox as we look to strengthen the profile of our flagship end-of-year HSBC BWF World Tour Finals in the region.”
Furthermore, along with WinBox, Great Wall Motor (GWM), a Chinese automaker, has also inked a deal to sponsor the finals. In a deal reached by Infront, GWM will offer a fleet of its new SUV models for the finals. GWM also has special activities for Thai badminton enthusiasts at all of its partner stores, such as online contests for free tickets and GWM points.
Infront sells the BWF’s commercial rights under a long-term agreement signed between the two parties in 2016. The agreement, which began in 2018 and runs until 2025, covers all of the BWF’s global commercial rights, such as media, marketing, digital, and betting rights.