Badminton England, the national governing body for badminton, has announced a new partnership with 12BET, which sees the global online betting brand become the official betting partner of the YONEX All England Badminton Championships for the next three years.
Now into its 109th year, and positioned as one of the Super 1000 events on the international World Tour, the prestigious annual Championships is the oldest and largest badminton tournament in the world, and sees the best players fight it out to join the YONEX All England’s legendary list of champions.
The event attracts a passionate worldwide fanbase with over 31,000 fans filling Birmingham Arena each March and TV audiences topping 275 million people as the world class action is beamed extensively across the globe, including Europe and Asia.
Adrian Christy, Badminton England’s Chief Executive, said: “I am delighted to welcome 12BET into badminton and to the YONEX All England Badminton Championships, one of the ‘must see’ events on the sporting calendar”.
“We are constantly seeking partners who will not only enable us to further develop the Championship but who will bring greater fan engagement and experiences across our events and activities – I am really excited with some of the plans that 12BET have for our flagship event.”
12BET spokesperson Rory Anderson said: “We are impressed by the huge reach of the YONEX All England Badminton Championships, especially in Asia which is a key market for 12BET. For this reason we are pleased to be able to sign a three year partnership agreement where we can promote our betting services to a large, engaged audience.”
12BET will partner with Badminton England from the 2019 YONEX All England Badminton Championships, being held at Arena Birmingham from 6-10 March.
The partnership between Badminton England and 12BET was arranged by Sport Collective, a UK-based sports marketing agency.