For brands
Buy the audience, not the logo placement.
We build badminton partnerships around a commercial outcome you defined (market entry, product trial, employee engagement, brand credibility), and then we prove whether it worked.
The commercial case
Why badminton, and why now
The gap between badminton's audience and badminton's sponsorship prices is the entire investment thesis. Gaps like that close.
Participation is enormous and the fanbase is real. Badminton is one of the most-played sports on earth, with a professional tour that draws serious broadcast and streaming audiences across Asia and Northern Europe. In several of those markets it is a front-page sport, not a niche one.
The commercial side has not caught up. Outside of the equipment manufacturers, most of the sport's commercial inventory is unsold or badly sold. That means rights are available at prices that make the cost-per-engaged-viewer maths look very different from football or tennis, and it means there's room for a brand to own a category rather than share it with eleven other sponsors.
The athletes are the best-value asset in the sport. Elite players with tens of thousands of highly engaged followers, in markets where they're genuinely famous, who have never had a commercial approach from outside their kit supplier. Their audiences trust them in a way a paid social buy cannot replicate.
But it isn't right for everyone. If your audience has no overlap, if you need mass domestic reach in a market where badminton is marginal, or if you're looking for a quick performance channel, we'll tell you that on the first call.
Services
Pick the level of involvement you need
These are not packages with fixed prices. They're the four shapes an engagement usually takes.
Full sponsorship programme management
Ready to get serious? We take it from day one: campaign concept built on your outcomes, rights identified and secured, activation delivered, results reported. You get one point of contact and one accountable partner.
Start hereSponsorship engagement
You have a capable marketing team but no relationships in the sport. We work alongside them to identify, evaluate and negotiate collaborations: the part where knowing who to call and what things are actually worth saves you the most money.
Start hereConsultation & coaching
A proposal you're unsure about, an internal decision you need a second view on, or a partnership that isn't landing. We'll go through it properly and give you a direct recommendation, including "don't do this" when that's the answer.
Start hereSponsorship analysis
Independent measurement of what a partnership actually returned. Two uses: deciding honestly whether to renew, and giving you the evidence to show internally that the campaign was the right call.
Start hereOutcomes
What we build campaigns to achieve
We start from the outcome and work backwards to the rights. Not the other way round.
Enter a new market
Local credibility, local relationships and a reason for the trade press to write about you, in markets where badminton is a mainstream sport and a foreign brand otherwise starts from zero.
Get product into hands
Tournament and club sampling puts physical product in front of a self-selected, motivated audience, with a structured feedback loop rather than a giveaway that vanishes.
Build content that travels
Athlete-led series, behind-the-scenes access and campaign creative made with players whose audiences actually watch to the end.
Engage your own people
Corporate days, club partnerships, internal competitions and athlete appearances. The kind of benefit staff talk about afterwards rather than ignore in an all-hands email.
Prove the return
Measurement designed at the start, against the outcome you named, so the end-of-campaign conversation is about performance, not about which numbers to present.
Matter locally
For regional businesses: long-term association with clubs, schools and venues that puts you at the centre of a community rather than advertising at it.
How it runs
From first call to signed activation
Around ninety days is typical, though a straightforward club or athlete deal can move considerably faster.
Intro call
Your business, your goals, your constraints. Thirty minutes. We establish whether there's anything here worth researching.
Research & concepts
Available rights mapped, realistic costs established, audience overlap checked. You get two or three concepts with honest numbers attached.
Approach & negotiate
We make the approach, value the rights properly and negotiate terms, including the activation obligations that usually get left vague.
Deliver & report
Activation managed against the plan, then reported against the outcome agreed at week zero.
Before you call
Fair questions from brand-side teams
If you want the version with your numbers in it, book the call. That's what it's for.
How do I know this isn't just a logo on a shirt?
Because we won't sell you one. Static visibility is the least valuable thing badminton has to offer. Every programme we build has an activation plan attached before the contract is signed. If a rights holder can't or won't support activation, we don't recommend the deal.
What budget do I need to make this worthwhile?
There's no single floor, because the sport spans a local club partnership and an international tour deal. What we can say is that badminton rights are consistently cheaper per unit of engaged audience than the sports your competitors are buying, so a budget that buys you nothing meaningful elsewhere can buy a category-owning position here.
How do you measure results?
Against the outcome you named at the start. If the goal was product trial, we measure trial. If it was market entry, we measure awareness and trade relationships in that market. We deliberately avoid leading with impression counts, because they can be made to say almost anything.
Do you work with our existing agency?
Regularly. We're usually the sport specialists sitting alongside a brand's main agency, not a replacement for it.
What if badminton isn't the right fit?
Then we say so on the intro call, and you've lost half an hour rather than a budget cycle. This happens and we'd rather it happened early.
Bring us the outcome. We'll find the route.
No pitch deck on the first call. Just a straight conversation about whether this works for your business.