Global media rights agency MP & Silva has renewed its partnership with Badminton Asia, a deal which will see it continue to market the sport worldwide.
The four-year extension will see MP & Silva continue to hold sole responsibility for distributing all of Badminton Asia’s media rights for its full global calendar of events.
The two entities originally partnered three years ago, since when MP & Silva has secured major broadcasting deals for the sport in China, Japan, India, Malaysia, Taiwan, Thailand and Singapore.
“The ultimate goal of the partnership is to elevate badminton in Asia, both on and off the court,” said Jochen Lösch, chief executive at MP & Silva.
“We are very proud of this partnership and this extension recognises our leadership and expertise in the sports media rights market. We look forward to continue building the profile of the sport with our global experience and local knowledge.”
Anton Aditya Subowo, president of Badminton Asia, added: “We are grateful and delighted to continue working with MP & Silva who have expanded visibility of our events since our partnership three years ago.
“We are very excited to explore new levels of viewership and we look forward to continue building on our values and achievements.”