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HSBC pens down one-year extension with BWF World Tour

HSBC has been partnering as a major sponsor for BWF events since 2018.

The Badminton World Federation has signed a one-year extension with HSBC as Principal Global Partner and the title sponsor for the BWF World Tour. The Banking and finance giant after the agreement is set to extend the sponsorship deal with BWF through the end of the 2022 season.

HSBC has been partnering as a major sponsor for BWF events since 2018 and the renewal of the extension will aid in the promotion of Badminton worldwide. The federation stated: “The global effects of the Covid-19 pandemic meant it was necessary for the BWF to extend its hosting contracts by one extra year. BWF would like to thank HSBC for their continued commitment to the delivery of the HSBC BWF World Tour and the global promotion of badminton.”

To reach out to more audiences and promote the sport, the BWF has reached agreements with major sponsors which included Total Energies who recently extended its title sponsorship of BWF major events in a five-year deal that runs up until 2025. The French oil and gas company is set to continue as title sponsor for the BWF World Championship, Thomas and Uber Cup Finals, and Sudirman Cup Finals.

Apart from this deal, BWF also signed a long-term rights distribution deal with Infront. The eight-year deal runs from 2018-2025 and will cover the body’s worldwide commercial rights, including media, sponsorship, digital and betting rights. This marks the first instance in which BWF has worked with a global agency on the distribution of media and sponsorship rights. The agency has also managed to broker a deal for BWF with Victor and Yonex to supply the BWF’s flagship events from 2022 to 2025.

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