The Badminton World Federation -BWF- has renewed its commercial and production agreement with Infront for a further eight-year cycle through to 2034, extending a partnership that began in 2018 and comes at a time of sustained international growth for the sport. The agreement continues to cover media rights management, broadcast production, signal distribution, live streaming and global commercial activation across the world circuit.
Since the start of the collaboration, Badminton World Federation and Infront have driven consistent growth in badminton’s media reach and commercial footprint. According to official federation data, between 2018 and 2024 the global fan base increased by 65 per cent, reaching 744 million followers worldwide, while annual on-site attendance at tournaments now stands at close to 600,000 spectators.
From regional sport to global entertainment product
Historically associated with Asia as its main development hub, badminton has expanded its footprint into new territories over the past decade. In 2023, Badminton World Federation estimated that more than 300 million people were actively practising the sport worldwide.
This expansion has also been reflected in broadcast consumption. During the latest BWF World Tour and BWF Major Championships cycle, the cumulative audience averaged 122 million viewers per event, with more than 50 broadcasters and digital platforms delivering coverage across nearly 160 territories, according to figures released by the federation in 2024.
The extension of the agreement includes a comprehensive technical upgrade of tournament production, with data-driven graphics and optimised workflows designed to enhance the viewing experience and sponsor visibility. It also provides for the launch of a dedicated OTT platform, managed by Infront, which will offer direct access to content in markets not fully served by traditional television, opening up new revenue streams and expanding exposure in developing badminton regions.
More investment, more sponsors and higher commercial returns
Audience growth has translated directly into commercial expansion. Since 2018, the number of sponsor brands linked to BWF competitions has doubled, according to results at the close of the latest commercial cycle. Total broadcast hours also exceeded 121,000 between 2018 and 2024. Khunying Patama Leeswadtrakul, President of the Badminton World Federation, said: “This new cycle is not just a plan; it is a promise to our athletes, fans, hosts and partners that badminton is ready to lead, to grow and to consolidate its global position.”
Thomas Lund, Secretary General of the Badminton World Federation, added that “the next phase of the collaboration promises to be even more transformative, with a clear focus on entering new markets, expanding international interest and building a more inclusive and balanced future for badminton.”
One of the world’s fastest-growing sports
From the commercial perspective, Philippe Blatter, President and CEO of Infront, noted that “this renewal represents a significant scaling up of badminton as a sport, creating more opportunities for commercialisation and visibility through investment in content, technology and fan engagement.”
Meanwhile, Julien Ternisien, Senior Vice President of Summer Sports at Infront, underlined that since 2018 badminton has established itself as “one of the fastest-growing sports globally”, particularly across Asia where it remains among the top three most-followed sports, while continuing to expand its reach across other continents.
