In the U.S. badminton may be a game played at picnics, but Chery Automobiles and the Badminton World Federation have signed a partnership agreement, which will see Chery become an “official partner of BWF” for major badminton events, including the badminton world championships in four years.
The BWF, will of course benefit from sponsorship support, and Chery will add to its global brand awareness.
Chery is one of China’s largest car manufacturers and is sold in more than 80 countries worldwide, with more than 800,000 vehicles exported annually.
The BWF, headquartered in Kuala Lumpur, Malaysia, is recognized by the International Olympic Committee, and encompasses 179 members to oversee the sport of badminton around the world, from Europe to the Far East, where Chery hopes to expand its market.
Sponsorship of “minor sports” is not new, but Chery’s involvement will provide worldwide exposure and respectability among badminton fans in places where most Americans don’t consider as car markets.