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BWF seals major rights deal with Infront

Chinese conglomerate Dalian Wanda, through its subsidiary, the Infront Sports & Media agency, has signed a long-term rights distribution partnership with the Badminton World Federation.

The eight-year agreement will run from 2018 to 2025 and covers all the BWF’s worldwide commercial rights, including media, marketing, digital and betting rights. It is the first time the BWF has worked with one global partner on the distribution of both media and sponsorship rights.

The deal covers the BWF’s Sudirman Cup, Thomas and Uber Cup finals and the World Championships. The revamped BWF series, which will launch in 2018 and encompass the current BWF World Superseries and Grand Prix Gold events, will also be included in the deal.

Infront will work with the BWF on television production operations, providing host broadcast, post-production and broadcaster servicing across the federation’s major events. Infront will also review the BWF’s digital presence to help maximise its reach among fans.

“One of our key objectives is to boost badminton’s entertainment profile,” BWF president Poul-Erik Høyer said. “We want to engage and excite our fans more and this union with Infront is a clear step in that direction.”