The Badminton World Federation (BWF) has signed sponsorship deals with internet domain registrar GoDaddy and flavoured liquor producer LayMau for the 2018 BWF World Championships, which got underway in Nanjing, China on Monday. Sauce flavoured liquor brand Laymau, founded in 1941, will be the official partner of the tournament.
“I have no doubt that Laymau’s presence shall enliven the Championships,” BWF commercial and communications director Owen Leed said at the ceremony.
Laymau will serve as the official spirit of the event, which runs until August 5.
Total lubricants are the title sponsors of the event.
Laymau said it has chosen to sponsor the tournament due to its interest in popularising and promoting badminton as part of the “explosive growth of the sports industry” in China in recent years.
The BWF’s commercial and communications director Owen Leed said: “The World Championships attracts the elite of our sport and the fact that Laymau has chosen to align its product with an event of this calibre sends a strong message, especially in a country that lives and breathes badminton.”
The tournament has got tremendous sponsor interest. The sponsorship roaster includes BWF partner Total lubricants, HSBC, Yonex, LayMau, GoDaddy, Elo and Magic Sports Drink. All the sponsors have central contracts with the world governing body for badminton – BWF. As the Official Supplier, Yonex will provide all the apparel for the event as well as equipment and racquet stringing services.
Total will be using their space for player appearances, complementing their digital engagement through a dedicated Facebook page.
The HSBC will also be the title sponsor of the World Tour Finals 2018, the final major tournament of the year is scheduled to be played in Guangzhou, China, from 12-16 December.