12Bet Announced as All England Badminton Betting Partner
The sportsbook operator 12Bet has previously been an important backer for the sport of badminton and the company has continued that focus with a recent announcement. It’s been confirmed that 12Bet has been installed as the official betting partner of the YONEX All England Open Badminton Championships for the next three years.
As a sport which relies more on commercial partners than most, this is a big boost for the event which is in its 109th year, and it’s also good news for badminton as a whole. The All England Championships take place each March and attract a greater following than some may expect, meaning that 12Bet will receive strong exposure in return for their input.
More than 31,000 people pack into Birmingham Arena over the course of the tournament while the worldwide viewing figures are seriously impressive. Mainland Europe and Asia are big target areas for the sport and it’s said that live TV coverage will be placed in front of an audience of over 275 million.
It’s therefore a nicely balanced arrangement for both sides and it’s a deal that’s been welcomed with enthusiasm by all involved.
Adrian Christy, Chief Executive of Badminton England said:
I am delighted to welcome 12BET into badminton and to the YONEX All England Open Badminton Championships, one of the ‘must see’ events on the sporting calendar.
We are constantly seeking partners who will not only enable us to further develop the Championships but who will bring greater fan engagement and experiences across our events and activities – I am really excited with some of the plans that 12BET have for our flagship event.
Speaking on behalf of 12Bet, spokesperson Rory Anderson added:
We are impressed by the huge reach of the YONEX All England Badminton Open Championships, especially in Asia which is a key market for 12BET.
For this reason we are pleased to be able to sign a three year partnership agreement where we can promote our betting services to a large, engaged audience.
12Bet have been long standing supporters of the sport and back in August 2017 it was announced that they would be sponsors of the BWF – Badminton World Federation – Championships from 2018 onwards.
At a time when many operators are scrambling to get involved with lucrative football deals, it’s a positive thing to see a brand such as 12Bet look beyond that and into sports that need a little extra help.
Badminton is very much a niche as far as the betting world are concerned and not all sportsbooks will provide markets so for those that do bet on the sport, 12Bet would be a logical place with which to get involved.
In return for their input, clearly 12Bet have been very shrewd as they are going to attract a much bigger audience than many would expect. 275 million is a huge figure and while not all of those TV viewers will be looking to place a bet, they will all become more familiar with the name of 12Bet over the course of the next three years and possibly beyond.
The first 12Bet-sponsored YONEX All England Championships will take place in Birmingham from the 6th to the 10th of March 2019 and it’s hoped that it proves to be a huge success for both parties.