/Images-Logos/091225_Website_BWF%20prolongation.jpg "Infront & BWF: Badminton Growth Partnership Extended")
Zug, Switzerland / Singapore – The Badminton World Federation (BWF) has renewed its partnership with Infront Sports & Media for a further eight years, extending the collaboration until 2034. The decision reflects the value generated since the partnership began in 2018 and reinforces BWF’s confidence in Infront as the sport looks to a new era of global opportunities.
The new agreement, built on a collaboration that began in 2018, continues to cover the sale of media rights and marketing, operations and servicing, live and non-live TV production, live streaming and signal distribution.
Since coming together seven years ago, BWF and Infront have helped transform badminton into one of the most followed sports in Asia. Through the BWF World Tour and BWF Major Championships, the partnership has delivered consistent growth in fan reach, broadcast impact and commercial engagement.
Badminton’s global fan base has grown by 65%, reaching 744 million people worldwide, while annual on-site attendance now stands at nearly 600,000 spectators. Cumulative audience per event reached 122 million, supported by more than 50 broadcast partners in 160 territories. Total hours of broadcast have doubled to more than 121,000, and the number of sponsoring brands involved in the sport has also doubled in the same period.
The extension includes a major upgrade in technology-driven event production and operations. Advanced integration of LED systems, data-driven graphics and advanced production workflows will create a more immersive experience and greater visibility for sponsorship partners. A new OTT platform, operated by Infront, will allow direct access to fans in currently unserved or open markets, generating additional revenue and visibility.
Khunying Patama Leeswadtrakul, President BWF, said: «This new cycle is not just a plan; it’s a promise. A promise to our athletes, our fans, our hosts and partners, and our global community that badminton is ready to lead, to achieve, and to shine. In Infront we have a partner who offers us the commercial strength, media expertise and global reach to realize our ambitions. It is the culmination of a shared vision to elevate badminton’s global status and unleash its full potential as a sport.”
Thomas Lund, Secretary General of the BWF, added: «Since our partnership with Infront in 2018, we have cultivated a dynamic ecosystem that delivers immersive sponsorship experiences, consistent media engagement and sustained brand growth across the BWF World Tour and BWF Major Championships. Looking to the future, the next phase of our collaboration promises to be even more transformative, built on our shared vision to evolve badminton into a truly global sports entertainment product, to showcase our star players in the best way possible. Together with our hosts, we are committed to stimulating broader 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.”
Philippe Blatter, President and CEO of Infront, commented: «Our renewed collaboration represents a significant upscaling of badminton as a sport. Together with BWF we have created greater commercialization and visibility opportunities, adding sustainable value through investments in content, technology and fan engagement. We are delighted to continue this partnership: it is a testament to the work already done by the team.»
Julien Ternisien, Senior Vice President Summer Sports at Infront, said: «Since 2018, BWF and Infront have helped consolidate badminton as one of the fastest growing global sports, particularly in Asia where it is among the three most popular sports. This extension reinforces that momentum, with continued investment in world-class manufacturing, deeper fan engagement and a stronger commercial platform for future growth.”
About Badminton World Federation
The BWF is the international governing body for the sport of badminton, recognized by the International Olympic Committee (IOC) and the International Paralympic Committee (IPC). Originally founded as the International Badminton Federation (IBF) on 5 July 1934, it was renamed BWF in 2006. The aims and objectives of the BWF include regulating, promoting, developing and increasingly popularizing badminton worldwide and organizing high-level international events. BWF’s vision is to make badminton a global sport accessible to all — giving every child the chance to play for a lifetime. Its mission is to guide and inspire all stakeholders; provide entertainment through exciting events to enhance the fan experience; and create innovative, impactful and sustainable development initiatives.
