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The BWF, has appointed Octagon to undertake a review of the marketability of BWF’s major world events as part of the Federation’s efforts to re-define the marketing strategy for badminton as a whole to raise the profile and positioning of the sport.

The major world events owned by the BWF are the World Championships, Thomas Cup (World Men’s Team Championship), Uber Cup (World Women’s Team Championship), Sudirman Cup (World Team Championship), World Senior Championships and the World Junior Championships for the Suhandinata Cup (Mixed Team Championship) and individual world junior champions title. The review will also focus on the BWF World Super Series which includes the BWF World Super Series Masters Finals.

The review will give essential directions for the BWF Council, which meets in November, to draw up its strategies to take badminton to greater heights.

The decision to appoint Octagon was made after presentations from five world marketing agencies in Guangzhou, China in May this year.

”The main focus of this project is for BWF to develop a blue print for the way forward for BWF major event development – 2012 and beyond,” said BWF Chief Operating Officer Thomas Lund.

“The BWF is excited about the project and the prospect of working with an agency with global expertise. This project is very timely for the BWF given its renewed focus in developing the sport for the current Olympic cycle to 2012, and to the next quadrennial beyond 2012.”

Octagon, named Sports Agency of the Year in 2008, is one of the world’s largest sports and entertainment marketing agencies with global expertise in sponsorship consulting, athlete & personality representation, event management, music and entertainment, event hospitality, licensing & merchandising, talent procurement and full service marketing solutions

Amongst the outcomes will be recommendations for repositioning of BWF’s major world events, the profiling of players, achieving greater exposure of the events and development of new markets for badminton. Overall it is the goal to increase spectator appeal and to make BWF properties more attractive to television and new media opportunities.

(Source: BWF)