Sports marketing agency Infront will continue to distribute all media and sponsorship rights on behalf of the Badminton World Federation (BWF) after extending its exclusive agreement for another eight years.
The new contract will take Infront and BWF’s partnership to 2034 and will continue to cover media and marketing rights sales, operations, and servicing, live and non-live TV production, live streaming, and signal distribution.
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Infront’s remit will encompass BWF World Tour events, the World Tour Finals, the BWF World Championships, the Sudirman Cup Finals, and the Thomas & Uber Cup Finals.
BWF first handed Infront all media distribution and sponsorship rights for its major events in 2018 as part of an exclusive eight-year contract, replacing rival sports agency IMG, which held distribution rights from 2014 to 2017.
Since then, Infront has claimed that badminton’s fan base has grown by 65%, reaching 744 million worldwide, while annual attendance now stands at almost 600,000 spectators.
The cumulative audience also reached 122 million per event within the eight-year cycle, backed by more than 50 broadcast partners across 160 territories.
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By GlobalDataTotal broadcast hours doubled to over 121,000, while the number of sponsor brands involved in the sport also doubled over the eight years.
Philippe Blatter, president and chief executive of Infront, said: “Our renewed collaboration represents a significant upscaling of badminton as a sport.
“Together with BWF, we’ve created more opportunities for commercialization and visibility, adding sustainable value through investment in content, technology, and fan engagement.
“We’re delighted to be continuing this partnership, and it is a testament to the work that has already been put in by the team.”
This year alone, Infront has secured two major sponsorships for BWF, bringing in UAE flag carrier Etihad as the body’s official global airline partner and Asian online betting company BK8 as its official betting sponsor for BWF Major Championships through 2026.
The renewal will see a major production upgrade and event operations driven by technology, including more LED systems, data-driven graphics, and advanced production workflows to give sponsors more visibility.
A new Infront-managed OTT platform will also give fans direct access to underserved or open markets that the agency hopes will create additional revenue and exposure for the sport.
Thomas Lund, secretary general of BWF, said: “Since the beginning of our partnership with Infront in 2018, we have cultivated a dynamic ecosystem that delivers immersive sponsor experiences, consistent media engagement, and sustained brand growth across the BWF World Tour and BWF Major Championships.
“Looking ahead, the next phase of our collaboration promises to be even more transformative, built on our shared vision of evolving badminton into a truly global sports entertainment product to present our star players in the best way possible.
“Together with our hosts, we are committed to driving greater international interest, penetrating new markets, and building a more inclusive and globally balanced future for badminton, where every region has a voice and a stage.”
