In a landmark announcement, the BWF today launched its remodelled world tour and presented global banking giant HSBC as its Principal Global Partner in a sponsorship deal that will catapult badminton to unprecedented heights.
HSBC will have a presence across BWF’s entire suite of global events – title-sponsoring the new HSBC BWF World Tour and the HSBC BWF World Tour Finals for the next four years as well as becoming Premier Sponsor for the BWF Major Events (World Championships, Sudirman Cup and Thomas & Uber Cup Finals).
And it is a move that will see the prestigious YONEX All England Open Badminton Championships as one of only three tournaments now positioned as a Super 1000 event – the highest tier possible on the new HSBC BWF World Tour outside of the season ending finale – alongside the Indonesia and China Opens.
Each of the three Super 1000 events now offer a minimum prize money purse of $1 million USD.
The ever-popular China Masters, Denmark Open, French Open, Japan Open and Malaysia make up the Super 750 event line up whilst the India Open is one of seven events listed that make up the Super 500 tier.
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.”
“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.”
Meanwhile, BWF Secretary General Thomas Lund said the potential to increase badminton’s global presence, broadcast coverage and the popularity of elite players – under one umbrella brand – was a major catalyst in the decision to merge and rebrand BWF tournaments.
The new HSBC BWF World Tour will feature 26 international tournaments each season tiered from Super 1000 to Super 300.
“Our objective was to evolve all our events into a unified, distinctive brand that will strengthen brand awareness and value. This will make it possible to improve the quality of the events while making the tour more financially beneficial for hosts and players alike,” he explained.
On the development front, HSBC has been named as BWF Global Development Partner, working with the world-governing body to grow badminton globally.
England's men make the quarter finals of the European Men's and Women's Team Championships, while the women are downed by Denmark.