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Case Study: Yonex BWF World Badminton Championships 2011

The successful Yonex BWF World Badminton Championships 2011 bid and event, facilitated by London & Partners' Major Events team, delivered £2.8m worth of economic benefit to London.

Yonex BWF World Badminton Championships 2011 in London

In 2008, London won the bid to host the Yonex BWF World Badminton Championships 2011. 

The bid was a combined effort by Badminton England, UK Sport and the Major Events team at London & Partners.
  
After 18 months' planning, the championships were a world-class tournament; plus Chris Adock and Imogen Bankier won silver for Great Britain. The event was watched by millions across the globe and enjoyed by more than 25,000 spectators at London's Wembley Arena.

How the Major Events Team Helped

The work required by the host city was delivered by four team members:

  • Iain Edmondson and Alex Goldschmidt led on all contract negotiation and project management
  • Beckie Crane was responsible for leading all the marketing and communications for the event as well as driving ticket sales and directing the design, build and upkeep of the event website
  • Chloe Couchman employed strategic partner Pitch Communications to deliver press stunts for the event, which achieved both national and international coverage

The event delivered £2.8m worth of economic benefit and was a great step towards raising the profile of badminton a year before the 2012 Olympic and Paralympic Games.