BWF Renews Agency Agreements

Badminton World Federation (BWF) has signed a one-year contract extension with IEC in Sports (IEC) and Total Sports Asia (TSA) for all BWF broadcast media rights for the three Major BWF Badminton Events.

These are the Thomas & Uber Cup in Kuala Lumpur from May 9-16, the World Championships from Aug 23-29 in Paris and the World Junior Championships from 18-25 April in Guadalajara.

TSA will be responsible for sales in Asia Pacific and Middle East whilst IEC will look after Europe and the Americas.

“After a successful Beijing Olympic Games, BWF intends to re-position and re-brand the sport globally,” said Thomas Lund, Chief Operating Officer of BWF.

“Given IEC and TSA’s long history with BWF, we believe this continuation of the two partnerships will be of mutual benefit to all parties” added Lund.

“Badminton is a crucial part of TSA’s long standing strategy of developing sports to reach their true potential. We are delighted that the BWF recognises the great strides we have made in that goal, over the last few years” said Marcus Luer, CEO of TSA.

“The contract extension is testimony to IEC’s long-standing commitment to BWF as well as the Super Series and Grand Prix organisers to enhance the sport globally” said Jonas Persson, CEO of IEC in Sports.

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