MP & Silva partners Badminton Asia Confederation

MP & Silva announced its three year partnership with the Badminton Asia Confederation (BAC) for the exclusive worldwide media rights for its calendar of events, including the region’s premium international tournament in the Badminton Asia Championships.

The rights, from 2014 to 2016, comprise the global distribution of media covering all platforms and devices, including broadband internet and mobile, as well as betting and in-flight rights. This marks the first time MP & Silva is distributing events organized by the BAC across the world.

The biggest event is the Badminton Asia Championships. However, BAC’s calendar of events also includes the Badminton Asia Team Championships, Mixed Team Championships, the Junior Under-19, Under-17 and Under-15 Championships.

Said MP & Silva’s Joint chief executive officer, Peter Hutton: “Badminton continues to be a top draw in Asia where its popularity ranks high in many countries in the region. We are very pleased with this new partnership with the BAC as we strongly believe it has potential for further growth. This continues our strategic decision to invest and commit to growing top events in Asia, and we look forward to take its calendar of events to new heights.”

Said BAC president Dato’ Sri Mohd Nadzmi Bin Mohd Salleh: “We are delighted to have MP & Silva as our media partner for our competitions going forward. This is an important stepping-stone to elevate the BAC’s events to a new level of viewership as well as open new opportunities for marketing and commercial growth. We’re confident this new agreement will further develop our global TV audience and break into new markets outside Asia, and grow new audiences.”