IMG signs exclusive media rights deal with Badminton World Federation

The Badminton World Federation (BWF) has agreed on a four-year media rights deal with IMG’s dedicated media division, starting in the year 2014.

IMG Media has effectively won the business from Total Sports Asia, the Asian-based agency which acquired a large portion of BWF’s media rights for the period between 2011 and 2013. However, it is the first time the BWF will work exclusively with one partner on all its media rights.

The package covers the BWF championships – the world championships, Thomas & Uber Cups and the Sudirman Cup – as well as the 12-event BWF World Superseries and Grand Prix Gold tours.

No financial details were immediately available but statement released by IMG Media on Thursday said the BWF’s media-rights earnings would ‘jump fourfold’ as a result of conclusion of the deal.

“I have said before that my goal has been to strengthen BWF’s financial position and this agreement with IMG further ensures that,” said Dr. Kang Young Joong, the president of the BWF.

“BWF is guaranteed higher revenues from this deal than ever before for media rights. This exciting partnership with IMG will allow BWF to explore interesting, new opportunities regarding how we can improve and expand the BWF brand and visibility through various media streams and products.”

He added: “Of course, BWF is keen to extend its live and delayed coverage of tournaments into new markets. Additionally, we will be considering how we can continue to exploit broadband technologies and use data to interact with and engage fans more. We are also looking at an enhanced magazine show, profiling badminton stars and events more prominently. There are many options for utilising media platforms and BWF will be seeking to maximise these.”

Michel Masquelier, the president of IMG Media, said: “Badminton is growing as a commercial commodity and is among Asia’s leading and most popular spectator sports. IMG is pleased to partner with the BWF to further raise badminton’s profile, not only in the Asian marketplace – which is a booming sports hub – but also into other markets where fans are turning on to the fastest racquet sport.”

Source: sportspromedia