Star India’s sports broadcast arm Star Sports has signed up a slew of brands as partners for the broadcast of the BWF Badminton World Championships, where India’s ace shuttlers are vying with other top players from around the globe for the title of World Champion. Bajaj Electricals is the presenting sponsor for the broadcast of the tournament, while Maruti and Ask Me are associate sponsors. Kellogg’s has signed on as the ‘solid start’ partner alongside weight-management company and nutritional products maker Herbalife, which is the nutrition partner. The tournament, which kicked off on August 10th in Jakarta will run until August 16th. All matches are being broadcast live on Star Sports. Anant Bajaj, joint managing director, Bajaj Electricals said: "The BWF World Championships is Badminton’s most prestigious tournament. It provides a brilliant platform for the continuously improving and promising Indian badminton squad to show their skills. Bajaj Electricals is proud to partner with Star Sports in this association and wish success and glory to Team India.” World No. 2 Saina Nehwal headlines the Indian contingent to the Championship, with players like K Srikanth, H S Prannoy and P V Sindhu, who are among the top 20 badminton players in the world. Ajay Khanna, Vice President and Country Head, Herbalife International India Pvt Ltd said: “Herbalife is glad to be associated with Star Sports India for the telecast of the Badminton World Championship to Fuel Champions.
Our endeavour is to strengthen awareness on the importance of nutrition in sports, which epitomize the healthy active lifestyle that we promote. We are glad to represent that through our competing athlete Saina Nehwal.” A Star Sports spokesperson said: “Badminton in India enjoys high participation rates, world-class training academies, and several star players, making the country a force to reckon with in the world of badminton. Star is proud to present the BWF World Championships which highlights our commitment to fostering a multi-sport culture in India. The support from brands like Bajaj Electricals, Kellogg’s, Nisegel, Herbalife, Maruti and AskMe only proves that our efforts to grow a multi-sport culture in India are paying off.” First held in 1985, the BWF World Championships were played every two years until 2005. In 2006 the tournament became an annual fixture and is played every year except in the years when the Olympic Games are held.