BWF, HSBC extend commercial partnership by one year

The Badminton World Federation (BWF) and its Principal Global Partner and title sponsor of the BWF World Tour, HSBC on Tuesday announced to extend their current commercial relationship by one year.

Issuing a statement, the BWF said: “This announcement aligns with the extension of the current HSBC BWF World Tour hosting cycle until the end of 2022. It also consolidates the reputation of the HSBC BWF World Tour as one of the world’s premiere sporting circuits in a forever changing climate.”

“The global effects of the COVID-19 pandemic meant it was necessary for the BWF to extend its hosting contracts by one extra year. BWF would like to thank HSBC for their continued commitment to the delivery of the HSBC BWF World Tour and global promotion of badminton,” it added.

Notably, the HSBC BWF World Tour 2021 season will end with a three-tournament Asian leg in Bali, Indonesia culminating with the HSBC BWF World Tour Finals from 1-5 December 2021.

The statement said that both BWF and HSBC will then look forward to a bumper 2022 season where together they will aim to elevate the electric HSBC BWF World Tour to new levels as part of the extended partnership deal.

Earlier on January 8, 2018, the BWF had announced HSBC as its principal global partner in an extensive sponsorship agreement.

After the deal, the global banking group had a corporate presence across BWF’s entire suite of events – title-sponsoring the new HSBC BWF World Tour and the HSBC BWF World Tour Finals for period between 2018 and 2022 as well as becoming premier sponsor for the BWF major events; the World Championships, Sudirman Cup and Thomas & Uber Cup Finals.

Announcing the deal, the then BWF president Poul-Erik Høyer had 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,” he had added.

On the other hand, Helen Wong, chief executive Greater China of HSBC, had said: “HSBC is excited to help grow this popular sport across Asia and beyond, through this global partnership with the BWF. Supporting the new HSBC BWF World Tour, we hope to develop deeper relationships with athletes, fans, customers and employees on every stop, including here in Guangzhou.”

“The Pearl River Delta is an important market for HSBC and it’s great to see Guangzhou being celebrated as the new home for the HSBC BWF World Tour Finals. Through this partnership, we look forward to supporting badminton at all levels,” he had added.

News Desk

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