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Badminton: MetLife to title sponsor BWF World Superseries from 2014-17

Malaysia’s World No. 1 Lee Chong Wei won the men’s singles in the season-ending BWF World Superseries Finals in Kuala Lumpur this month, his seventh win of the year on badminton’s top circuit, which will be title sponsored by MetLife for the next four years. Photo: AFP.

Malaysia’s World No. 1 Lee Chong Wei won the season-ending BWF World Superseries Finals in Kuala Lumpur this month, his seventh win of the year on badminton’s top circuit, which will be title sponsored by MetLife for the next four years. Photo: AFP.

December 18, 2013: Global insurance company MetLife has signed up as title sponsor of the BWF World Superseries for four years from 2014 through 2017. The agreement was secured by Enterprise Sports Group, BWF’s commercial partner.

 

Next year’s inaugural MetLife BWF World Superseries will start with the season-opening Korea Open in Seoul from January 7-12 and cover all 12 Superseries and Superseries Premier events and the World Superseries Finals. Asia hosts eight of the 12 scheduled Superseries events in 2014, with Europe hosting three and Australia one.

 

MetLife, a global provider of insurance, annuities and employee-benefit programmes, serves 90 million customers and holds leading market positions in North and South America, Asia and Europe through its subsidiaries and affiliates.

 

Poul-Erik Hoyer, President of the BWF (Badminton World Federation), said: “We are pleased to join forces with MetLife to enhance and promote badminton – specifically the Superseries – and make it an even more compelling product for badminton fans worldwide.

 

“The MetLife brand has an impressive global reputation with which the BWF, through the Superseries, is proud to associate. The partnership is a good fit as BWF and MetLife share similar goals in terms of seeking to further spread our respective brands and products globally.

 

“Badminton’s international appeal has been rising and we are confident that, given the plans we have with MetLife, the next four years will be to our mutual benefit as the Superseries attracts the top players and showcases some of the best badminton ever.”

 

The 2014 Superseries – the third edition of badminton’s top tier of tournaments – features events in Korea, Malaysia, England, India, Singapore, Japan, Indonesia, Australia, Denmark, France, China and Hong Kong before December’s Superseries Finals at a venue yet to be announced.

 

Metlife has operations in nine countries in the ‘Asia region’, which in 2012 generated US$1 billion in operating earnings, so the Superseries’ prominence on the continent was a big attraction to the new title sponsor.

 

Chris Townsend, MetLife’s President of Asia, said: “As a leading global life insurance and employee benefits company, MetLife is proud to be partnering with BWF to be the title sponsor for the Superseries. MetLife’s partnership with the BWF will be a great opportunity to showcase our world-class brand and values across the region.”

 

Townsend also praised the sport’s diversity and inclusiveness as another added attraction.

 

“Diversity is a key value of MetLife’s culture and badminton is an inclusive sport that appeals to all genders, age groups and nationalities,” Townsend said.

 

“Health and wellness is also an important focus for MetLife and the BWF is a great vehicle for us to demonstrate our commitment in investing in and encouraging sports, healthy activities and engagement with customers, families and our employees around the world.”

 

MetLife, which was founded in 1868, is an industry leader and its clients include 91 of the top 100 Fortune 500 companies. The company is ranked number 40 on the 2013 Fortune 500 list.

 

MetLife BWF World Superseries 2014

Jan 7-12:         Korea Open, Seoul, Korea

Jan 14-19:       Maybank Malaysia Open (SSP), Kuala Lumpur, Malaysia

Mar 4-9:           Yonex All England Open (SSP), Birmingham, England

Apr 1-6:           Yonex-Sunrise India Open, New Delhi, India

Apr 8-13:         Singapore Open, Singapore

Jun 10-15:       Yonex Open Japan, Tokyo, Japan

Jun 17-22:       Indonesia Open (SSP), Jakarta, Indonesia

Jun 24-29:       Australian Open, Sydney, Australia

Oct 14-19:       Denmark Open (SSP), Odense, Denmark

Oct 21-26:       French Open, Paris, France

Nov 11-16:      China Open (SSP), Guangzhou, China

Nov 18-23:      Hong Kong Open, Hong Kong

Dec 10-14:      BWF World Superseries Finals, Venue TBC

SSP – Superseries Premier

 

For more information, visit www.bwfbadminton.org and www.metlife.com

 

Source: BWF

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