Our Partners
The YONEX All England Open is the oldest and most prestigious badminton tournament in the world. It has been a pioneering force within sport, setting the bar for live badminton since 1899.
This year we redefine the Championships as a true festival of badminton, celebrating its history and heritage but with an electrifying future forward new rebrand, inspired by the exhilaration and energy of the live badminton experience.
Our ambition is to open up the excitement and energy of the live badminton experience to new communities, as well as bring together the sport's global fanbase all year-round.
Today the tournament remains the prize that is most treasured among elite players globally and as part of the BWF World Tour, is the only Super 1000 event that takes place outside of Asia. The Championships has a huge global reach, with 155 matches and 50 hours of live badminton contested in front of a global audience of more than 350 million across 56 markets worldwide, including free-to-air coverage in China, making it the UK's number one sporting event in Asia.
The Championships represent a powerful opportunity for Partners to position their brand on a truly global stage, connecting with a passionate and engaged audience, and with an event of unrivaled heritage.
Find out more about official partner opportunities for your business or brand by contacting us
Event Title Partner
YONEX is a Japanese sporting-goods manufacturer best known for its products in badminton, tennis and golf. The company develops and sells high-performance rackets, shuttlecocks, strings, footwear, clothing and other sporting equipment used by professional and recreational athletes around the world.
World Tour Title Partner
HSBC is a major international banking and financial-services organisation headquartered in the UK, serving millions of personal and business customers worldwide. It provides services including current and savings accounts, loans, mortgages, credit cards, wealth management and corporate banking, with a particularly strong presence in international and business finance.
The BWF is the international governing body for the sport of badminton. It oversees international competitions, establishes the rules and regulations of the sport, manages the world rankings and works to develop and promote badminton globally.
Etihad Airways is the national airline of the United Arab Emirates, headquartered in Abu Dhabi. It operates international passenger and cargo services, connecting the UAE with destinations across the Middle East, Asia, Europe, Africa, Australia and other parts of the world.
Birmingham City Council is the local government authority responsible for providing and managing public services across Birmingham. Its responsibilities include areas such as transport, housing, planning, education, waste management, parks and supporting the city's economic and cultural development.
