Badminton is on the rise resulting in an increase in commitment from broadcasters allowing for a more extensive overall audience exposure.
Badminton has now been able to establish itself in the long-term growth of the media rights marketplace and has experienced a substantial increase in the volume of global media exposure equal to or better than the volume of exposure to the Sports of Football and Cricket, which are currently ranked as two of the highest televised globally.
Long-Term Media Visibility and Audience Reach
The recent changes in the way that fans of Badminton consume Badminton have been brought about by streaming platforms.
These platforms have redefined the experience fans have of watching matches, allowing them to watch live and on-demand through several different types of devices.
Mobile Consumption and Multi-Match Viewing
For the younger generation of Badminton fans who typically consume Badminton via mobile phones, Badminton’s shorter match durations relative to other sports that last longer than two hours have allowed Badminton matches to fit into their schedules more easily.
Streaming platforms allow for fans to watch many matches occurring at once in a major tournament that have overlapping times.
Increased Engagement During Major Tournaments
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Therefore, with these streaming platforms
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providing multiple streams during tournaments
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allows for the largest engagement to occur in these tournaments
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Leveraging Streaming Flexibility
In Turning, through the continued growth in international use of streaming platforms, badminton will maximise its growth potential by leveraging the flexibility that streaming platforms provide.
Social Media as a Global Growth Driver
Another means through which social media is connecting fans to players is globally.
During the past two-three years, social media has become one of the most important contributors to the exponential growth of badminton on a global scale.
The reason for this significant increase in interest in the sport can be attributed to the creation of numerous short video clips by various sports organisations, documenting the most intense rally points and exciting moments of the matches over the last two-three years via all major social media platforms.
Player–Fan Emotional Connection
Many elite Badminton players also utilise social media as a way of connecting with their fan bases regularly.
As players begin connecting with their fans via social media, it creates a larger emotional connection that fans can develop with their players on an international level, beyond boundaries defined by nations.
Rivalries and Ongoing Visibility
Furthermore, social media has also created the opportunities for rivalries to form amongst players.
Through both pre-and post-match conversations on social media, fans have gained access to day-to-day discussions regarding Badminton matches as well as information about Badminton, like all the other sports, including racket sports.
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The highlights and trending of the most exciting moments
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provide an avenue to reach a more significant number of potential viewers
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this consistency of presence should continue to elevate badminton internationally
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Match Duration Efficiency and Digital Media Fit
Badminton match durations are ideally suited to the current consumption patterns of digital media.
The relatively short nature of Badminton matches makes them easier to fit into many people’s busy lives due to predictability.
Fans can watch and experience every point and every interaction between both players.
Viewer Retention and Broadcast Programming
Increased opportunities throughout the match keep viewers engaged due to the exciting, closely contested rallies throughout the match.
The match format efficiency creates unique programming opportunities for broadcasters.
Streaming Convenience and Daily Viewing
Multiple matches can be scheduled during the same broadcast window, maximising viewer retention.
Another advantage of the efficiency of the match format is for streaming providers.
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Fans can watch a full Badminton match during their scheduled daily break
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remaining consistently connected while balancing busy lives
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resulting in continued, sustained global interest
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Creating Future Viewers through Grassroots Systems
Grassroots badminton development is an integral part of developing a long-term viewership base.
When young people begin playing the sport early, they develop an emotional connection to it that will follow them through adulthood as a spectator and as a participant.
The Badminton World Federation (BWFe) has established school and community programs to help develop structured competitive systems for introducing youth to the sport.
From Participation to Global Viewership
These systems allow families to get involved and become familiar with the international level of competition through local events.
Individuals who attend grassroots tournaments with their children often follow professional matches later on.
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This converts local interest into global passion
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increasing television and digital viewership over time
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Brand Storytelling and Commercial Growth
Brand storytelling has given players greater recognition.
Media Support and Sport Visibility
The global sports entertainment and racket sports news are both enhanced when badminton is supported.
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Increased financial visibility
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strengthens long-term media confidence
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supports sustained global growth
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Benefits of Badminton Compared with Other Sports
While badminton offers a reasonable chance of success compared with many other rapidly growing sports, it also offers the benefits of accessibility and elite performance.
The cost to buy badminton equipment is relatively low compared with other sports.
Badminton can be played in schools, halls and at local clubs and community centres.
Governance and Player Pathways
Badminton is currently governed globally and has the advantage of providing an existing governing body.
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Structured ranking systems
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tournament opportunities
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pathways to develop players
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Women’s Badminton and Global Recognition
Women have performed well at the international level, established a rivalry, and gained an audience among men.
This audience has created a unique fan base for women and has helped develop more female participants in badminton.
There are currently two exceptional athletes: PV Sindhu and Carolina Marin.
Media, Sponsorship, and Female Participation
As a result of the Women’s World Championships, television broadcasters are now recognising that women’s matches can draw a substantial audience.
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Prime airtime showcases women’s matches
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increased visibility builds strong fan bases
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sponsorship benefits from positive global representation
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Year-Round Interest is Supported by Professional Leagues
Professional badminton leagues have created a year-round interest in badminton. These leagues provide regular competition outside of tournament structures to give fans a greater opportunity to watch the sport’s best players.
League competition is organized by teams that have loyalty to the cities in which they compete. Team competition-type structures give supporters an emotional connection to leagues similar to what supporters have for club football or cricket franchises, thus helping to create repeat viewership.
League Scheduling and Broadcast Consistency
League schedules provide broadcasters with an easy-to-market, predictable approach to scheduling. Weekly league match-up schedules will continue to provide unprecedented visibility for badminton in sports programming, as well as for racket sports in the cycle of sports news.
Outcomes for Players and Fans
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As a result of the leagues, players receive an income for games played and an additional way to engage with fans on an ongoing basis.
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Supporters can follow players’ journeys to achieve success in their respective leagues and learn their playing styles and personal stories over an extended time period.
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With more professional leagues popping up globally, badminton will see a much greater level of consistency in terms of its presence within the global media.
Badminton is Truly a Global Sport because of Its Accessibility
Badminton’s ease of access is one of the main driving forces behind the sport’s growth in international appeal. Courts can be built on school grounds, community centers and even on outdoor surfaces, therefore allowing everyone to participate marjority of the population regardless of economic status.
The cost of rackets and shuttlecocks are relatively inexpensive compared to most sports. The very basics needed for someone to start playing badminton are a pair of shoes and a basic racket.
Development Programs and Participation Growth
Additionally, the Badminton World Federation supports development programs for emerging countries interested in watching elite badminton competition. The knowledge of the sport gained from playing leads to an appreciation of the skills involved in professional competition.
Long-Term Global Audience Creation
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As a result of the wide participation in badminton, badminton will continue to grow globally.
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There is such a large participation base, this base will create sustainable and strong global viewing audiences.
Badminton in Global Sports Media
Badminton has established itself firmly within the Global Sports Media. Major international Badminton events are regularly reported in international sports magazines and digital news.
Badminton is an attractive sport for sports journalists as there are many compelling stories to tell along with competitive rivalries, and badminton has a consistent international representation thus lending itself to the current sports story telling formats found in modern Sports Journalism.
Olympic Visibility and Storytelling
During the Olympic Games, there are a lot of stories associated with medal races and current rankings that can be easily related to the layperson. This lends to casual readers and viewers easy access to the sport, as the medals races and current rankings can easily be followed.
Commercial Confidence and Sponsorship
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Sports brands and Sports broadcasters can create long-term partnerships based on consistent media visibility of badminton.
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Media visibility enhances the confidence of sponsors and assists in Financial Growth of the Sport.
Cross-Border Appeal and Global Narratives
With continued coverage across Broadcast and digital platforms and Social Media, badminton will be able to remain relevant to Global discussions pertaining to Sport, while this media presence will help to increase badmintons viewership to be on the rise of becoming one of the many Popular Global Sports.
A widespread international combination causes an increase in Cross-Border Appeal and the establishment of a shared Global Narrative.
Playing Styles and Audience Interest
The audience finds it exciting to see different playing styles compete on the same stage. Combined with the different speeds of Asian players, the tactical play from Europeans, and Emerging Talent from All Over, the different styles increase the interest of the audience.
Broadcast Reliability
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Broadcasting companies benefit from having a consistent Tournament Schedule for each Event.
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With the events happening at predictable intervals, Broadcast Media Companies now see Badminton as a Reliable Premium Content.
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Timezone Differences allow for Greater Reach of the Tournaments to the Global Badminton Audience and Fans.
The Success of National Heroes Leads To The Creation of Major Global Audience Interest
National Heroes Play An Important Role In Creating Global Interest in Badminton. When Players From A Country Perform At An International Level, Then The Local Countries Get A Huge Amount of Interest From The Country Because Of The Player.
Athletes Such As PV Sindhu and Kento Momota Create National Pride For Their Country And Other Fans Want To Follow Their Entire Tournament From Start To Finish.
Media Attention and Global Reach
As A Result Of Their National Stars Competing At The International Level, The Media Goes Into A Frenzy For Coverage. Newspapers, Television Stations And Digital Media Are All Providing A More Visible Presence To The Matches That Feature The National Heroes.
Sustained Global Ecosystem
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International Fans Tune In To Watch The Top-Ranked Players, Transforming The Local Interest Into A Global Audience That Is Engaged In Badminton.
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Professional athletes representing Badminton at a Global Level such as Viktor Axelsen and Carolina Marín create Repeat Viewership in Multiple Countries.
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The Combination of Professional Media Coverage, Streaming Platforms, Grass Roots Systems, and Commercial Sponsors are enhancing the Entire Ecosystem of Badminton, including companies such as Yonex.
As with all extremely rapidly growing Elite Sports, Badminton is very well positioned for Long-Term Continued Growth as a Global Sport through Continuing to Increase Participation in Badminton, Expanding Broadcast Reach, and Deepening Fan Engagement, for creating Higher Global Viewership for the Long-Term.
