Christo Popov stands as the world number one in badminton, the first French player to reach this level in singles, while his older brother Toma Junior Popov ranks 13th globally. Together, they form the new focal point of the discipline in France under the “Team Popov” banner, a commercial brand created in 2018 by the brothers’ father, Toma, a former badminton player, Sport Business Club reported.
The “Team Popov” commercial structure began in 2018 under the direction of the brothers’ father, Toma Popov. The organization handles training preparations and represents the siblings in talks with equipment manufacturers and event organizers. Individual image rights remain separate for sponsorship deals, such as contracts with gear manufacturer Yonex. Day-to-day business operations run entirely in-house without the support of an agent or a commercial agency.
Toma Popov described the process to Sport Business Club as exceptionally difficult, noting that the structure relies primarily on local partners and support from friends rather than corporate sponsors. The core objective remains marketing Christo and Toma Junior together as a unified brand featuring a dedicated logo, visual identity, and shared social media channels established to build mutual momentum.
Commercial Parallels and Market Potential
Digital audiences reflect the rising visibility of the two athletes. Christo Popov gathers 134,000 followers on Instagram, while Toma Junior holds 93,000. The shared Team Popov account accounts for another 29,000 followers. Etienne Thobois, vice-president of the Badminton World Federation and former chief executive officer of Paris 2024, pointed to commercial similarities between the Popov brothers and the Lebrun brothers. Thobois noted that badminton holds strong school participation figures with 250,000 licensed players and a dominant footprint across Asia, making the sport an attractive platform for corporate brands.
A NEW MILESTONE FOR FRENCH BADMINTON! 🇫🇷Christo Popov is set to become the first French player ever to reach World No. 1! And what makes it even sweeter? Achieving it on home soil. Félicitations, Christo! 👏🏻👏🏻 #BadmintonEropa @FFBaD @Popov_Christo @TeamPopovOff @lequipe https://t.co/IxUwArTZw5 pic.twitter.com/0owJmmvaTA
Federation Strategy and Communication Overhaul
The competitive rise of the Popov brothers coincides with broader institutional growth for the French Badminton Federation (FFBaD). August 2026 brought a world championship title for Alex Lanier alongside a mixed doubles gold medal for Thomas Gicquel and Delphine Delrue. To capitalize on these results, the federation engaged the consulting firm A.L.P Sport on an exclusive basis starting in the summer of 2026. Following a tender process in 2025, the organization also appointed its first global communication agency, Comquest, under a contract running through 2029 to manage branding for the “France Badminton” commercial identity and handle public messaging.
Anthony Dominique, head of the sports division at Comquest, stated that athlete visibility through figures like the Popov brothers gives the federation greater media reach. He added that the institutional restructuring provides a unified communication approach to support the wider growth of the sport across France.
Infrastructure Investment at the Maison du Badminton
The FFBaD advanced its commercial roadmap by launching the “France Badminton” brand identity and planning a permanent headquarters at the Maison du badminton in Tremblay-en-France, located near the Arena Grand Paris, which hosts the Internationaux de France. Scheduled for completion between 2028 and 2029, the 16.5 million euro facility will bring together the current Saint-Ouen headquarters, nine badminton courts, a clubhouse, a restaurant, and reception areas.
Funding for the project relies on multiple sources. Federation president Franck Laurent explained to the media outlet Décideurs du Sport that the plan targets 6.5 million euros in public financing, paired with 1.5 to 2 million euros from the federation’s own equity and an estimated 8 million euro bank loan spread across a 25-year term.
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