Business Issue

Badminton Asia and Badminton Europe are continental confederations under the BWF globally.  As the confederations of the two top continents, they had very few commercially-viable properties that they owned. 

 Solution

As with the Ryder Cup in golf, we came up with the idea to create an Asia vs Europe event called the MVP Cup which featured the world’s top players competing under the flag of their continent.  Such an event had never taken place in the sport of badminton.  With the blessing of the BWF, the event was jointly sanctioned by both Badminton Europe and Badminton Asia.  Players from each confederation managed their own participation and competed for the first time with other global stars from their continents.

Outcome 

In creating a unique competition format for both continental confederations, we provided a valuable asset for both the confederations and their players.  On the back of this, both confederations were able to energize their member nations and sell their rights at increased rates.

Badminton Asia & Europe: 

Creating Value

Disclaimer: Note that this case study example was undertaken when employed by IMG Ltd

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