BWF signs a partnership extension with HSBC

In this four-year renewal, HSBC will prolong to be the principal global partner and global banking partner of the BWF.

The Badminton World Federation (BWF) has signed a partnership extension with the banking and financial services company, HSBC.

In this four-year renewal, HSBC will prolong to be 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.

Poul-Erik Høyer, the BWF President, acknowledged HSBC for their support for the past few years and said, “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.”

BWF Secretary General Thomas Lund added, “Badminton is one of the fastest-growing sports in the world with all-time high participation and fan numbers. More tournaments give us a fantastic opportunity to enhance the sport’s reach around the world, not only in established territories, but into new ones as well.

“It also allows for more players to enter our elite circuit and gain valuable experience, and to strengthen our commercial position for the next four years, and it’s fantastic we have HSBC along for this ride once again.”

Jonathan Castleman, HSBC’s Group Head of Brand and Brand Partnerships, said, “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.”

In addition, HSBC will continue to be the premier sponsor of the BWF Major Events, as well as the global development partner. This extension was brokered by Infront Sports & Media, BWF’s long-term commercial partner.

Earlier this month, BWF also roped in Winbox as the official gaming partner of the BWF World Tour Finals.

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