Star Sports has signed up as the title sponsor for the Premier Badminton
League, which will see the world’s top shuttlers square off in India’s
largest badminton tournament.
Given the competition’s stature as well as India’s prominence on
badminton’s global stage, the sport is central to Star Sports’ strategy
to foster a multi-sport culture in the country.
The country’s star shuttler Saina Nehwal is currently world number 2,
while others like PV Sindhu, 12th in the standings, and K. Srikanth,
ninth overall, have also made their mark on the sport. India’s largest
broadcaster, Star Sports has already signed up as the League’s official
broadcast partner.
Sanjay Gupta, COO, Star India, said: “The success of India’s badminton
stars internationally has led to the emergence of a passionate fan base
back home. As a result, like kabaddi, badminton is now a sport that’s
very close to the hearts of Indian fans. The prospect of our home heroes
facing up against the best the world has to offer in our own backyard
was a prospect that was too tempting to pass up. Strategically, it also
made the most business sense for Star Sports given our efforts to create
a vibrant sporting ecosystem in the country.”
Star Sports plans to introduce several innovative broadcast initiatives
to the League in its efforts to forge a deeper engagement with fans and
place them in the thick of the fast-paced sport.
The Premier Badminton League kicks off on January 2 and will be played
until January 17. Live telecasts can be viewed on Star Sports 2, Star
Sports HD2, Star Sports 3, Star Sports HD3 and hotstar
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