India’s leading multiplex chain, INOX Leisure ltd (INOX) has signed a new sponsorship agreement to become the official entertainment partner of Yonex Sunrise India Open 2023. The tournament has already begun on January 17 at the K. D. Jadhav Indoor Hall, IG Stadium, New Delhi and will run until January 22.
INOX will advertise the championship throughout its Indian cinemas and digital platforms as part of the collaboration. INOX would also give the Badminton Association of India (BAI) space in cinema lobbies and LED displays to promote tournaments.
INOX is also launching its “Josh and Jashn” campaign, which features Prannoy HS, Srikanth Kidambi, Satwiksairaj Rankireddy, and Chirag Shetty, to celebrate the enthusiasm and awaited progress of Indian badminton players, as well as raise awareness about the tournament. The campaign would run on INOX’s digital platforms as well as in theatres.
As part of the deal, INOX would also engage its patrons through engaging and experiential activations. Furthermore, INOX customers will also have the opportunity to win match tickets and tournament merchandise.
Alok Tandon, Chief Executive Officer, INOX Leisure Limited, said, “Indian badminton has been making the country proud for many years. As our country is all set to host the biggest professional badminton tournament ever, we take pride in partnering with the Yonex Sunrise India Open 2023 organized by the Badminton Association of India to promote it across our cinemas and let our audiences get familiar with its grandeur. In the process, we aim to strengthen our bond with our patrons, by offering them unique brand experiences and privileges. We wish the very best to all the players participating in this prestigious championship and hope to see an Indian star lifting the trophy.”
Sanjay Mishra, Secretary General of the Badminton Association of India, said, “Yonex Sunrise India Open 2023 is a huge milestone in the history of Indian Badminton and we are looking forward to this partnership with INOX. Yonex Sunrise India Open 2023 is now a 750-category event and it is one of the premier Superseries tournaments held globally. This year we will see the participation of top badminton nations like China, Japan, Malaysia, Indonesia and India among 22 countries participating in this elite badminton gathering. The presence of 242 badminton players from January 17 will ensure that New Delhi celebrates the biggest badminton festival ever witnessed in the country.”
INOX has always been at the helm of sports screening and publicity in India. Recently, the cinema chain has worked to help multiple sporting events, teams, and leagues in the fields of cricket, table tennis, football, badminton, and basketball, as well as to raise awareness among the general public via successful marketing projects.
INOX has also teamed up with the National Basketball Association (NBA) to promote basketball and the ESFI to promote esports in India. INOX recently screened the FIFA World Cup Qatar 2022 and ICC Men’s T20 World Cup 2022 live to host sports fans and true lovers at its cinemas for an unrivalled sports viewing experience.