Badminton World Federation on Monday has announced the global banking group HSBC as its Principal Global Partner in an extensive sponsorship agreement. HSBC has been named as BWF Global Development Partner.
The banker will work with the apex badminton governing body for the growth of the sport globally.
HSBC will have a corporate presence across BWF’ entire suite of events restructured under as per the agreements of the deal. The banking group will be the title sponsor of the new HSBC BWF World Tour and the HSBC BWF World Tour Finals for the next four years as well as Premier Sponsor for the BWF Major Events including World Championships, Sudirman Cup, and Thomas & Uber Cup Finals.
The deal was unveiled in the presence of media and industry representatives in Guangzhou. BWF revealed that Guangzhou will be home to the HSBC BWF World Tour Finals for the 2018-2021 tournament cycle; a fitting location given badminton’s prominence in China and HSBC’s focus on the Pearl River Delta region.
Welcoming HSBC to the BWF’s global family, BWF President Poul-Erik Høyer said: “This is a significant milestone in our federation’s history. We are stepping boldly into the future with a partnership that will define badminton for the ages.
“China is a crucial badminton market and we are pleased to entrust one of our flagship tournaments – indeed the pinnacle of the tour season – to Guangzhou for the next four years. We appreciate the cooperation which we have received in launching this partnership and we look forward to working closely with the Chinese Badminton Association and the Guangzhou Sports Bureau to deliver an event of the highest calibre,” said Høyer.
“HSBC enjoys a cachet that is the envy of the banking world. It has distinguished itself across the panorama of sport as a brand of excellence – a brand with which BWF is proud to partner. We are partnering with HSBC because we are committed to being the world’s sport,” he added.
HSBC Greater China of Chief Executive Helen Wong said: “HSBC is excited to help grow this popular sport across Asia and beyond, through this global partnership with the BWF. Supporting the new HSBC BWF World Tour, we hope to develop deeper relationships with athletes, fans, customers and employees on every stop, including here in Guangzhou.