BWF and Infront Extend Partnership

Since 2018, the BWF has worked closely with Infront to strengthen the commercial, media, and broadcast foundations of our sport. Over this period, badminton has experienced sustained growth in fan reach, broadcast exposure, and commercial engagement.

Against this backdrop, we are pleased to announce that BWF and Infront have agreed to extend our partnership for a further eight years, running through to 2034.

New Global Chapter for Badminton

This renewed agreement ensures continuity across key areas, including:

• Media and marketing rights sales, servicing, and operations.
• Live and non-live production, live streaming, and international signal distribution.

Importantly, this extension marks the beginning of a new phase focused on technology-driven innovation in production, event operations, and direct-to-consumer delivery.

Badminton’s global fan base has grown to 744 million, with broadcast distribution now spanning 160+ territories. Annual live attendance has reached nearly 600,000 spectators, broadcast hours have doubled, and sponsor participation has expanded significantly.

Looking ahead, the next cycle will feature:

• Major upgrades in production standards and event delivery, including enhanced LED integration, data-driven graphics, and advanced workflows to elevate the fan experience and partner visibility.
• Launch of a new OTT platform to provide direct access to fans in unserved or open markets, creating new revenue streams and extending badminton’s global footprint.

This extension reflects BWF’s ambition to evolve badminton into a truly global sports entertainment product.

Press Release

Please read the full press release: Infront and BWF extend partnership to drive badminton’s next era of global growth

More Information / Contact Person

For more information, please contact BWF Secretary General Thomas Lund [email protected]