The Badminton World Federation (BWF) is thrilled to announce its partnership with Mailman, a leading global sports digital agency. Together, they will oversee and run BWF’s Chinese social and digital content and communications operations for the next year. Mailman has an impressive track record of delivering successful strategies for over 50 global sports brands, including the NFL, NHL, UFC, and many more.
With this partnership, BWF aims to tap into the massive badminton-loving audience in China, which boasts about 149.4 million active players. BWF’s Commercial & Communications Director, Owen Leed, stated that their goal is to strengthen the bond between fans and athletes, converting the vast number of participants into dedicated supporters. To achieve this, BWF plans to leverage influencers and utilize athletes as ambassadors to ignite conversations about badminton. Exciting new content is already in the works.
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Andrew Collins, CEO of Mailman, expressed his excitement about this partnership and highlighted the deep cultural significance of badminton in China. By telling a fresh story in China’s digital space, they hope to engage the country’s youth and create a strong connection with the sport.
In addition to the partnership with Mailman, BWF has also enlisted the help of their UK-based consultancy arm, Seven League, to provide regular social media training sessions for five elite players. This initiative falls under BWF’s Star Creation Programme, which aims to grow the popularity of badminton players and the sport itself globally.
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The BWF and Mailman commenced their partnership on December 1, marking a significant step in BWF’s commitment to the social and digital sphere. Stay tuned for more exciting developments as they continue to build their digital presence and strengthen the relationship between athletes and fans.
FAQs
Q: What is the purpose of the partnership between BWF and Mailman?
A: The partnership aims to enhance BWF’s Chinese social and digital content and communications operations, leveraging Mailman’s expertise and experience in the global sports digital agency landscape.
Q: How does BWF plan to engage with fans and convert participants into supporters?
A: BWF plans to utilize influencers and athletes as ambassadors to generate conversations about badminton, creating a strong connection between fans and the sport.
Q: What is the significance of badminton in Chinese culture?
A: Badminton holds a deep cultural significance in China, being one of the most participated sports in the country.
Summary
The Badminton World Federation (BWF) has formed a partnership with Mailman, a global sports digital agency, to enhance their Chinese social and digital content and communications operations. With over 149.4 million active badminton players in China, BWF aims to strengthen the bond between fans and athletes by leveraging influencers and athletes as ambassadors. The partnership will bring about exciting new content and engage China’s youth in the sport. Additionally, BWF has enlisted the help of Seven League, Mailman’s consultancy arm, to provide social media training for elite players as part of their Star Creation Programme. This partnership signifies BWF’s commitment to the social and digital sphere and will pave the way for future growth and success.
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