TV 2 extends badminton TV rights

Badminton has a significant audience in Denmark, and TV 2 has now extended the rights to the world’s best badminton.

TV 2 and the International Badminton Federation, BWF, have extended the agreement on TV rights so that it runs until 2025. With this, it is still on TV 2 – especially on TV 2 SPORT and TV 2 PLAY – you can watch the biggest international badminton tournaments .

– Badminton is one of the core rights on TV 2 SPORT, and badminton is also one of the sports where we show great, Danish sports performance. TV 2’s badminton editorial staff has developed its coverage over several years, and we look forward to continuing the work in the coming years, says Kristian Hyldgaard, channel manager for TV 2 SPORT and TV 2 SPORT X.

The rights agreement applies to the tournaments on the World Tour, which are televised, just as the individual World Cup, Sudirman Cup and Thomas Cup & Uber Cup are included in the package. Included in the rights agreement is also the World Cup in badminton in Copenhagen in 2023.

– As an editor, it is with great pleasure that we can present the news of an extension of the rights. The news came in connection with last week’s WC for teams on Danish soil, where viewership figures have confirmed the great interest in badminton, says TV 2 SPORT’s badminton editor, Dennis Bostrup, to TV2.DK.

Sixth largest seat channel
Last week, when TV 2 SPORT broadcast the Uber Cup and Thomas Cup well backed by many extra matches on TV 2 PLAY, TV 2 SPORT accounted for 4.4 percent of Danes’ TV consumption. That was more than twice as much as this year’s average and close to the channel’s high viewer share in weeks of handball finals.

Last week, TV 2 SPORT was Denmark’s sixth most watched channel – ahead of channels such as TV3 and Kanal 5, which otherwise broadcast Denmark’s World Cup-giving qualifying match in football against Austria.

Only TV 2, DR1, TV 2 NEWS, TV 2 CHARLIE and DR2 were last week more watched than TV 2 SPORT.

Two of Denmark’s biggest sports stars
Viewers’ interest in badminton grows significantly when Danish players get far in the big international tournaments.

– We can feel that people are watching TV, and then it helps, of course, that we currently have two of Denmark’s biggest sports stars in the sport of badminton. There is no doubt that Viktor Axelsen and Anders Antonsen are players that Danes love to see on screen, just as there is great support for the other Danes who achieve success on the international stage, says Dennis Bostrup.

More international badminton this week
The announcement of the renewed rights agreement takes place in connection with TV 2 SPORT having covered the Thomas Cup and Uber Cup massively from Aarhus. This week – from Tuesday 19 October and up to and including Sunday 24 October – the international badminton continues on the TV 2 channel, which broadcasts from the Denmark Open in Odense.

Denmark Open is part of the TV agreement with Badminton Denmark, which also includes the individual DM and the team tournament. That agreement already runs until 2026.

Source: TV 2 press