IMG aims to ”tap into new markets around the world” during its five-year deal with the governing body of badminton in Asia
Badminton Asia has agreed a five-year deal with IMG for the global media rights representation of all its events to 2023.
The new agreement means IMG will now manage the media production and distribution for Badminton Asia tournaments, including the Badminton Asia Championships, Badminton Asia Tong Yun Kai Cup Mixed Team Championships, and Badminton Asia (Men’s & Women’s) Team Championships.
Badminton Asia was founded in 1959 as the governing body of badminton in Asia and to promote badminton as the most popular sport in Asia.
For daily broadcast sports stories, covering sport production, distribution and tech innovation, visit Broadcast Sport and bookmark the Broadcast Sport homepage, http://www.broadcastnow.co.uk/sport
The Badminton Asia Tong Yun Kai Cup Mixed Team Championships is currently being held in Hong Kong, with Japan aiming to defend its title. This is quickly followed by the the flagship Badminton Asia Championships from April 23-28 in Wuhan, China.
Chris Guinness, SVP, Head of Asia Pacific, IMG Media, said: “Asia is known as the home of badminton and we are very excited to be representing the media rights for Badminton Asia’s events globally. These events have a huge following in Asia, and we hope to take this to the next level and tap into new markets around the world.”