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Intl Badminton Federation, Total Sports Asia in exclusive media pact

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Intl Badminton Federation, Total Sports Asia in exclusive media pact

The International Badminton Federation (IBF) and Total Sports Asia (TSA) have signed a multi-year exclusive representation agreement for all media rights in Asia-Pacific and the Middle East.

All major IBF events starting from 2006, including the annual World Championship and the prestigious Thomas/Uber Cup and Sudirman Cup, are part of the deal.

TSA will also play an active role in the re-positioning and re-branding of the IBF brand worldwide and will be involved in the sales of sponsorship of the above events.

Said Datuk Punch Gunalan, Executive Deputy President, IFB, “This is a very important agreement for IBF as it allows us to create a solid financial structure for the Federation. We were looking for a partner who could provide us with a wide range of skills and services and TSA covers all these areas and has offices in all our key markets.”

“We have been working with Datuk Punch for many years and this is a natural extension of our long-term relationship. Badminton is the fastest racket sport in the world and has some of the highest ratings during the Olympics. The sport is growing worldwide and is ready for a major upturn. We are very excited to be working with the IBF during this exciting period of growth,” said Marcus Luer, Group CEO, TSA.

TSA is the largest fully integrated sports marketing company in Asia with focus in TV rights sales and distribution, sponsorship sales and management, event management, licensing and merchandising, mobile content rights sales, new media and sports marketing consultancy.

With offices in key Asian markets such as Tokyo, Mumbai, Shanghai and Bangkok, TSA has earned a strong reputation for successfully building and expanding international brands throughout Asia via effective integrated sport marketing programmes and solutions.

IBF is the sole governing body of the game of badminton throughout the world.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.