UK pay-television broadcaster BT Sport has acquired rights to the English National Badminton League team competition.
BT Sport’s one-year agreement with the Badminton England governing body will cover the 2016-17 NBL season, which got underway on Monday. It marks the first time the broadcaster has covered badminton.
BT Sport's coverage of the NBL began yesterday (Thursday), with extended highlights of the first fixture of the season between the Surrey Smashers and Loughborough Lightning. Highlights were shown at 8pm on the BT Sport 2 channel.
“We have seen what BT Sport has achieved with many other sports where there is a clear focus on maximising fan engagement and innovation through their presentation,” Badminton England chief executive Adrian Christy said. “This is a fantastic fit with the AJ Bell NBL and is very much aligned to the future plans for English badminton.
“Having a broadcaster showing commitment to the league is essential as we look to grow the profile of the league and that of the seven franchise teams who put on a show every match-week both for the TV audience and the sell out crowds live.”
Great Britain won its first Olympic badminton medal in 12 years at the Rio 2016 Games, when Chris Langridge and Marcus Ellis (pictured) picked up bronze in the men’s doubles.
Langridge and Ellis will play for the Surrey Smashers and Team Derby respectively during the 2016-17 NBL season.
Rival pay-television broadcaster Sky held rights in the UK to the competition for its first two seasons.