Eight-year agreement comes on cusp of a new global chapter for the sport.
Zug, Switzerland/Singapore – The Badminton World Federation (BWF) has renewed its partnership with Infront for a further eight years, extending the collaboration through to 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 enter a new era of global opportunity.
Building on a collaboration that began in 2018, the renewed agreement continues to cover media and marketing rights sales, operations and servicing, live and non-live TV production, live streaming and signal distribution.
Since joining forces seven years ago, BWF and Infront have helped transform badminton into one of Asia’s most-followed sports. Across the BWF World Tour and BWF Major Championships, the partnership has delivered sustained growth in fan reach, broadcast impact and commercial engagement.
Badminton’s global fan base has grown by 65%, reaching 744 million worldwide, while annual on-site attendance now stands at almost 600,000 spectators. The cumulative audience also reached 122 million per event within the cycle, supported by more than 50 broadcast partners across 160 territories. Total broadcast hours have also doubled to over 121,000, and the number of sponsor brands involved in the sport has doubled over the same period.
The prolongation includes a major production upgrade and event operations driven by technology. Enhanced 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, managed by Infront, will open direct access to fans in currently unserved or open markets, creating additional revenue and exposure.
Khunying Patama Leeswadtrakul, BWF President said: “This new cycle is not just a plan; it is 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 that gives us the commercial strength, media expertise, and global reach to deliver on our ambitions. It is the culmination of a shared vision to elevate badminton’s global standing and unlock its full potential as a sport.”
Thomas Lund, Secretary General, 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.”
Philippe Blatter, President and CEO of Infront said: “Our renewed collaboration represents a significant upscaling of badminton as a sport. Together with BWF, we’ve created more opportunities for commercialisation 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.”
Julien Ternisien, Senior Vice President Summer Sports, Infront, said: “Since 2018, BWF and Infront have helped cement badminton’s position as one of the fastest-growing global sports, particularly across Asia where it is one of the top three most popular sports. This extension strengthens that momentum, with continued investment in world-class production, deeper fan engagement and a stronger commercial platform for future growth.”
About Badminton World Federation
The Badminton World Federation (BWF) is the international governing body of the sport of badminton, recognised by the International Olympic Committee (IOC) and the International Paralympic Committee (IPC). It was originally the International Badminton Federation (IBF) which was founded on 5 July 1934, before being rechristened the Badminton World Federation in 2006. The purpose and objectives of BWF include regulating, promoting, developing and popularising the sport of badminton throughout the world and organising, conducting and presenting international events at the highest level. The BWF’s vision is to make badminton a leading global sport accessible to all – giving every child a chance to play for life. Its mission is to lead and inspire all stakeholders; to deliver entertainment through exciting events to drive fan experience; and to create innovative, impactful, and sustainable development initiatives. BWF has its headquarters in Kuala Lumpur, Malaysia, with 204 Member Associations worldwide. Khunying Patama Leeswadtrakul is the BWF President, and Thomas Lund is the BWF Secretary General.
Websites: www.badminton.sport and www.bwf.sport
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