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The YONEX All England Open is the oldest and most prestigious badminton tournament in the world. It has been a pioneering force within sport, setting the bar for live badminton since 1899.

This year we redefine the Championships as a true festival of badminton, celebrating its history and heritage but with an electrifying future forward new rebrand, inspired by the exhilaration and energy of the live badminton experience.

Our ambition is to open up the excitement and energy of the live badminton experience to new communities, as well as bring together the sport’s global fanbase all year-round.

Today the tournament remains the prize that is most treasured among elite players globally and as part of the BWF World Tour, is the only Super 1000 event that takes place outside of Asia. The Championships has a huge global reach, with 155 matches and 50 hours of live badminton contested in front of a global audience of more than 350 million across 56 markets worldwide, including free-to-air coverage in China, making it the UK’s number one sporting event in Asia.

The Championships represent a powerful opportunity for Partners to position their brand on a truly global stage, connecting with a passionate and engaged audience, and with an event of unrivaled heritage.

Find out more about official partner opportunities for your business or brand by contacting us on email:

Yonex | Our Partners | Yonex All England Open 2024

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.

12BET is a global online gaming brand that specialises in providing Sports Betting and Casino products and services in multiple languages across European and Asia Pacific markets. 12BET has partnered with Badminton England to become the Official Betting Partner of the YONEX All England Open Badminton Championships for the next three years.

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.

HSBC serves customers worldwide from approximately 3,900 offices in 67 countries and territories in our geographical regions: Europe, Asia, North America, Latin America, and Middle East and North Africa.

Birmingham has a bold and proud history of hosting major international sporting events, including the Birmingham 2022 Commonwealth Games, World Athletics Indoor Championships, World Blind Games and the YONEX All England Open Badminton Championships. Iconic sporting moments have happened in Birmingham, delighting millions and inspiring sports fans across the globe.

The city has a long relationship with badminton and it’s a major coup for Birmingham to annually host the world’s biggest and best badminton tournament. The hosting of such prestigious global sporting events is in line with the city’s sporting legacy plans following the hosting of the Commonwealth Games.

The positive impact of hosting major-world class sporting events is the ability to develop sports at a grassroots level, improve health and well-being of Birmingham residents and bringing forward the next generation of talent.

Since first opening our doors back in 1991 as the NIA we’ve built our reputation as a versatile and experienced venue, hosting world-class concerts, sporting events, conferences, family shows and much more.
Whether it’s 15,800 screaming fans or an intimate, atmospheric once-in-a-lifetime experience, you’ll find it here, one of the best places to go in Birmingham.

Home to everything from record breaking sports to Mickey Mouse and friends; from the latest pop sensations to side splitting comedy from some of the world’s best comics, Arena Birmingham is bigger and better than ever bringing you events you won’t want to forget!

Partnering with Britain’s leading Pay As You Go (PAYG) energy provider, we’re sparking a new era from April 2020 as Utilita Arena Birmingham, as we continue to host the world’s most exciting events.

We’re still that same great venue in town, but with an electrifying new name!