IMG back in with Badminton Asia after MP & Silva collapse
Badminton Asia, the continental governing body for the sport in its major market, has returned to IMG, the international sports and entertainment company, to exclusively distribute its media rights, a role previously held by the now-defunct MP & Silva agency.
The five-year deal runs through to the end of 2023, and involves IMG managing media production and distribution for the Badminton Asia Championships, Badminton Asia Tong Yun Kai Cup Mixed Team Championships and Badminton Asia (Men’s & Women’s) Team Championships.
Chris Guinness, senior vice-president, head of Asia-Pacific for 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. Guaranteeing highly competitive, fast-paced action between the world’s best players, 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.”
Anton Aditya Subowo, president of Badminton Asia, added: “In the last four years, Badminton Asia’s events have seen tremendous growth, with more fans watching and attending. This is due to more star players participating in our events and also significant improvement in the level of organisation.”
This year's Tong Yun Kai Cup Mixed Team Championships, which are held biennially, began in Hong Kong yesterday and run until Sunday, and will be followed by the flagship Badminton Asia Championships in Wuhan, China from 23 to 28 April.
The Team Championships are also hosted every other year, with the next edition slated for February 2020. The host city has yet to be announced.
IMG held the Badminton Asia contract until the end of 2013 when MP & Silva came on board. MP & Silva's most recent four-year contract was not due to expire until after next year's Team Championships.
IMG had originally replaced Total Sports Asia, the Malaysia-based international sports marketing agency, as Badminton Asia's worldwide rights distributor.
IMG also distributed media rights on behalf of the Badminton World Federation, the sport's international governing body, between 2014 and 2017, but was replaced by the Infront agency in an exclusive eight-year deal covering all media distribution and sponsorship rights that runs to 2025.