With the help of Partners, the YONEX All England Open Badminton Championships has become a world recognised tournament drawing thousands of spectators every year – attracting only the very elite of badminton players and showcasing some of the best badminton matches a tournament has to offer. The partners help to promote badminton as a major competitive sport and inform thousands that it is a healthy living innovative-thinking sport.

Championships Partners



In 1957 under the name “Yoneyama Company Ltd”, the company focused on the evolution of manufacturing strong wooden badminton rackets for other brands. In 1974, the company and brand name was changed to Yonex.

Yonex is now a world leader in badminton, golf & tennis equipment and are proud to be the title partner of the YONEX All England Open Badminton Championships. Their badminton equipment, stringing machines and knowledgeable staff are second to none.

They take the tournament very seriously and have supported it since 1984, as well as sponsoring many of badminton’s elite. Ever since then, the tournament has been very popular amongst the badminton professionals and has received worldwide recognition.



188BET is a leading online bookmaker licensed and regulated by the UK Gambling Commission and the Isle of Man Gambling Supervision Commission.

The business offers betting in multiple languages on a wide range of products including Sports, E-Sports, Horse Racing, Financials, Progressive Slots, Casino, Poker and many more.

In 2015 it was announced that 188BET has become the Official Online Gaming Partner of the YONEX All England Open Badminton Championships until 2018, with a presence on the concourse from 2016.

This is 188BET’s first step into badminton but they are no stranger to sport – they previously sponsored Bolton Wanderers Football Club, as well as the rugby union premiership side the Newcastle Falcons.



Lookers was announced as the Official Car Supplier to the 2017 Championships. Lookers is a modern motor retailer who operate from over 160 franchise dealerships, representing 31 vehicle manufacturers and deliver over 200,000 vehicles a years to customers across the UK and Ireland.

The modern motor retailer will provide a fleet of Mercedes-Benz luxury vehicles to tournament organisers Badminton England for the duration of the tournament, running 7-12 March 2017.

Lookers has a history of supporting key sporting events here in the UK, both professional and at grass roots level. The partnership is Lookers first relationship with the YONEX All England and the sport of badminton. In addition to the branded fleet of vehicles it sees the group enjoy courtside and big screen branding as the Barclaycard Arena, Birmingham welcomes over 30,000 sports fans, families and VIPs during the week.

BWF Superseries Partners


Badminton World Federation

The Badminton World Federation (BWF) is the governing body of the sport of badminton recognised by the International Olympic Committee (IOC). The BWF serve to regulate, promote, develop and popularise the sport of badminton across the globe and to organise and run the highest level international events.


 Landor Print Default

MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia, Europe, the Middle East and Africa.