Badminton England has appointed sports rights and marketing agency Sport Collective to support the development of the organisation's commercial growth - an integral part of the new Discover Badminton strategy - and to deliver sport business training to its athletes.
Bringing high profile, specialist experience from the sports industry tied to NGB best practice and business planning, Sport Collective will work closely with Badminton England to develop and implement new strategies to increase revenues that builds financial resilience and gets re-invested back into the sport.
Sport Collective Training will also deliver bespoke sport business training to Badminton England’s elite athlete network, building their knowledge to support their career pathway.
Following on from a record breaking 2017 YONEX All England, double European gold and access to play with a digital audience in excess of 1.3 million people, English badminton's commercial attractiveness continue to evolve.
With four million people getting on court to play each year, badminton is one of England’s most popular participation sports and is firmly established as the nation’s most played racket sport.
More than two million children also set out on a lifelong love of the sport via Badminton England’s schools programme.
Peter Daire, Director of Sport Collective said: “We are really pleased to be working with the talented team at Badminton England. Their participation numbers, Olympic success and major event staging make them a really attractive sport which we are delighted to be involved in growing further”.
Adrian Christy, CEO of Badminton England said: “Our new Discover Badminton strategy tells a great story of the exciting opportunities ahead for English badminton and we are delighted to partner with Sport Collective to help us build and execute our commercial partner programme”.
Discover Badminton 2017-2025 : A strategy for the national game
Discover Badminton is a clear statement of our intent to deliver even greater growth and success for English Badminton.
It is also a welcoming invite to anyone who wants to take part in the nation's favourite racket sport - whether it be playing, coaching, volunteering, officiating or spectating.
To find out more and to read the Discover Badminton strategy, click here
Read the remarkable story of Margaret Nankabirwa - Africa's number 4 badminton star, who went from Commonwealth Games delight to fleeing to England in fear of her life.