Kuala Lumpur, Dec 18, 2013: The third edition of the BWF World Superseries will be branded the “MetLife BWF World Superseries,” with the global insurance company signing as title partner for four years.
Making this announcement, BWF President Poul-Erik Høyer welcomed MetLife into the Badminton World Federation’s family, declaring the partnership – secured by BWF’s commercial partner, Enterprise Sports Group – a “significant landmark which will elevate badminton in the realm of global sports-entertainment commodities.”
Highlighting MetLife’s success in the international marketplace – it holds leading positions in Americas, Asia, Europe and the Middle East – he noted the “MetLife brand has an impressive global reputation with which the BWF, through the Superseries, is proud to associate.”
“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,” said Høyer.
“This 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. Insurance also naturally goes hand-in-hand with sports as it helps to safeguard a person’s health which is something that is vital to athletes and others in the badminton family.”
“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.”
Starting with the Korea Open next month, the new agreement includes the umbrella series sponsorship where MetLife will be visible in the 12 BWF World Superseries events and the World Superseries Finals throughout the 2014-2017 tournament cycle. The Superseries features many elite badminton players competing around the world, including in Asia-Pacific countries such as Australia, China, India, Indonesia, Japan, Korea, Malaysia and Singapore. The Superseries also ventures to Hong Kong for its final leg each November.
“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,” said Chris Townsend, MetLife’s President for the Asia region.
“MetLife’s partnership with the BWF will be a great opportunity to showcase our world-class brand and values across the region.”
“Diversity is a key value of MetLife’s culture and badminton is an inclusive sport that appeals to all genders, age groups and nationalities. 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 and encouraging sports, healthy activities and engagement with customers, families and our employees around the world,” Mr. Townsend added.
MetLife was founded in 1868 and has been in Asia for over 60 years. It has operations in nine countries in the region and in 2012, the Asia region generated $1 billion in operating earnings. MetLife is a recognized leader in the industry and its clients include 91 of the top 100 Fortune 500 companies, and it is ranked #40 on the 2013 Fortune 500 list.
MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia, Europe, the Middle East and Africa. For more information, visit www.metlife.com —- BWF