Saturday, 20 Jul 2024

BWF News: Growing Badminton’s Popularity through Digital and Social Media

Digital and social media have become crucial in promoting sports participation and engaging fans worldwide. Recognizing the importance of nurturing star players who can inspire fans and contribute to the long-term growth of badminton, the Badminton World Federation (BWF) has partnered with Seven League, a renowned digital and social consultancy agency, to launch the Star Creation Programme.

The Star Creation Programme: Boosting Global Popularity and Inspiring Sports Enthusiasts

The Star Creation Programme aims to enhance the global popularity of badminton and its players. Over the past six months, prominent athletes such as Kim Astrup, Mia Blichfeldt, Ashwini Ponnappa, Sapsiree Taerattanachai, and Beiwen Zhang have participated in a practical social media tutoring course offered by Seven League. The objectives of the course were to:

  • Improve social media skills and understanding
  • Increase social media followers
  • Foster better engagement with fans
  • Build personal brand
  • Inspire the next generation of players and fans
  • Enhance brand value

Graduating from phase one of the pilot programme in April 2020, the five athletes have gained valuable social media best practices. The athletes expressed their appreciation for the programme, highlighting their improved understanding of the importance of social media and fan interaction. They also commended the creative ideas shared and their ability to share experiences openly with their followers.

Tham Khảo Thêm:  Badminton Pan America

BWF Secretary General Thomas Lund hopes that each Star Creation athlete will inspire their peers to join the programme. He emphasized that badminton players have a unique opportunity to develop a close relationship with their fans, on and off the court. Lund expressed satisfaction with the results of the pilot programme and looks forward to more players signing up in the future to create increased attention for themselves and the sport of badminton.

Phase two of the project has already begun, with a new batch of players participating in weekly sessions with Seven League. They include Michelle Li, Gronya Somerville, Chirag Shetty, Reddy N. Sikki, Lu Ching Yao, and Yang Po Han. The programme will now focus on providing advanced interview and media training to prepare athletes for major tournaments like the Olympic Games.


Q: What is the Star Creation Programme?
A: The Star Creation Programme is an initiative by the Badminton World Federation (BWF) in collaboration with Seven League, a leading digital and social consultancy agency. Its aim is to grow the global popularity of badminton and its players by providing social media tutoring and guidance.

Q: How does the programme benefit the athletes?
A: The programme helps athletes improve their social media skills, increase their followers, engage better with fans, build their personal brand, and inspire the next generation of players and fans. It also enhances the athletes’ brand value, both on and off the court.


The Badminton World Federation (BWF) is making strides in leveraging the power of digital and social media to promote badminton and its players. Through the Star Creation Programme, in partnership with Seven League, leading athletes have been equipped with essential social media skills, enabling them to engage with fans, build their personal brand, and inspire future generations. The success of the pilot programme has paved the way for more players to join, with advanced interview and media training on the horizon. By leveraging the reach and impact of digital platforms, badminton is poised to garner even more attention and create stars both on and off the court.

Tham Khảo Thêm:  BWF Sudirman Cup: China Clinches 13th Title with Grace and Resilience

To learn more about the programme and stay updated, visit the official website