Production, rights sales and live streaming part of extensive agreement

Infront Badminton World Federation

The Badminton World Federation and Infront have extended their partnership untilat least 2034. 

The pair have worked together until 2018, with Infront handling media and marketing rights sales, operations and servicing, live and non-live TV production, live streaming and signal distribution for the organisation. 

Since 2018, the BWF claims its 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, and total broadcast hours have doubled to over 121,000. In adtdition, the number of sponsor brands involved in the sport has doubled over the same period.

Infront has introduced a number of production and broadcast enhancements, including data-driven graphics. It is now set to build on that with the launch of a OTT platform. 

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, SVP 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.”