Badminton World Federation (BWF) and IMG Media have agreed
to a four-year contract for the centralised media rights of
the BWF Major Events, the BWF World Superseries and BWF Grand
deal, which comes into effect with the start of the 2014 Superseries
cycle next year, will see BWF's media-rights earnings jump
four-fold as badminton's world-governing body capitalises
on the sport's increasing global popularity and profile.
BWF events are currently televised in more than 160 countries,
with more than 5,000 hours of coverage yearly. Additionally,
after just 18 months, BWF's online channel boasts 22 million
views with fans already watching 70 million minutes of badminton.
The new agreement will look to improve on these solid figures.
president Dr. Kang Young Joong said, "I have said before
that my goal has been to strengthen BWF's financial position
and this agreement with IMG further ensures that. BWF is
guaranteed higher revenues from this deal than ever before
for media rights."
exciting partnership with IMG will allow BWF to explore
interesting, new opportunities regarding how we can improve
and expand the BWF brand and visibility through various
media streams and products," he added.
course, BWF is keen to extend its live and delayed coverage
of tournaments into new markets. Additionally, we will be
considering how we can continue to exploit broadband technologies
and use data to interact with and engage fans more. We are
also looking at an enhanced magazine show, profiling badminton
stars and events more prominently. There are many options
for utilising media platforms and BWF will be seeking to
maximise these," he further stated.
consolidation of BWF's media rights means IMG Media - a
division of IMG Worldwide, the global sports, fashion and
media company - will have exclusive rights to showcase all
of the best badminton action worldwide, having secured the
rights for the BWF Major Events (World Championships, Thomas
and Uber Cups and the Sudirman Cup), the 12-stop BWF World
Superseries tour which culminates in the year-end. Superseries
Finals and the Grand Prix Gold tour which for the first
time sees its media rights centralised by the BWF. This
is also the very first time the BWF is working exclusively
with one global partner across all of its media rights.
Media president Michel Masquelier said, "Badminton
is growing as a commercial commodity and is among Asia's
leading and most popular spectator sports. IMG is pleased
to partner with the BWF to further raise badminton's profile,
not only in the Asian marketplace - which is a booming sports
hub - but also into other markets where fans are turning
on to the fastest racquet sport."
is an exciting time for badminton and IMG looks forward
to this collaboration with BWF and badminton which has proven
a best-practices model for sport business in Asia while
continuing its global expansion," he added.