The Chinese Badminton Association (CBA), the national governing body for the sport in the country, has extended its agreement with IEC in Sports which sees the sports marketing agency acquire the worldwide distribution rights to broadcasts of the China Badminton Super League.
Commenting on the agreement, financial details of which were not released, CBA secretary general Liu Fengyan said: ?The recent World Badminton Championships in London were a huge success for China with a clean sweep of titles. China has the infrastructure, fanbase and strong media support to grow our national badminton league and appreciates IEC's global marketing expertise in the sport.?
Daniel Franck, IEC in Sports? chief operating officer, said: ?IEC has a strong ethos to grow the sport of badminton globally. We regard China as a driving force and central to our global strategy.?
The agency?s director of sports rights Guy Horne added: ?International broadcasters such as the pan-regional Star Sports and AstroMalaysia have welcomed the continuity and level of excellence that the China Badminton Super League provides. With Chinese Badminton Clubs keen to attract top international players to strengthen their teams, this can only increase media interest in seasons to come.?
Over a period of eight to ten weeks each year, the China Badminton Super League features top Chinese and foreign players competing for teams based in major Chinese cities. The teams consist of 12 to 14 players, with each team playing in round robin ties home and away. Each tie includes five matches ? men?s singles, women?s singles, men?s and women?s doubles, and mixed doubles.
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