The Badminton World Federation (BWF) has welcomed Laymau as the Official Spirit of the upcoming TOTAL BWF World Championships 2018.
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At a signing ceremony in Beijing on Thursday, BWF Commercial & Communications Director Owen Leed announced the Chinese brandâs partnership with the prestigious BWF tournament which will be held in Nanjing, China, from 30 July to 5 August.
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âI have no doubt that Laymauâs presence shall enliven the championships!â declared Leed, speaking of the deal negotiated by BWFâs exclusive media and marketing partner, Infront.
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âThe World Championships attracts the elite of our sport and the fact that Laymau has chosen to align its product with an event of this calibre sends a strong message, especially in a country that lives and breathes badminton.â
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Citing the numerous high-level events being hosted in China this year, the BWF official stressed that countryâs importance as a badminton market because âit is the sport of choice for Chineseâ many of whom play it in the daily lives.
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A press statement from Laymau â which has been making sauce-flavoured liquor since 1941 â noted the companyâs sponsorship of the TOTAL BWF World Championships 2018 underlines its interest in popularising and promoting badminton as part of the âexplosive growth of the sports industry in recent years, with more and more events being held in Chinaâ.
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Among officials attending the ceremony were former BWF Vice-President â Asia, Liu Fengyan; Head of Sales – Infront China, Olivier Ceccaldi (Infront China brokered the new relationship); Head of Sponsorship Sales â Infront Pan-Asia, Torrey Jay Dorsey; General Manager of Kweichow Laymau, Su Mengjue; and Deputy General Manager of Kweichow Laymau, Zhu Shulin.