A new team for Badminton

Did you know more people play badminton than play cricket or rugby? Around 4 million folk play every year. And it is one of the most watched sports in the world.

Badminton England looks after the sport in England. From the elite players who achieved great things at Glasgow 2014 to getting school kids involved. They invited a small team from altius-sports.com (I am a consultant there) to support them in ambitious plans to reach more people, change behaviours and drive new revenues.

I was privileged to spend over 18 months ’embedded’ at the inspirational National Badminton Centre.

Here’s a quick peak at what we did:

Developed a new marcomms and partnerships team (press office, digital media, web systems and processes…)

New revenue streams from members, partners and sponsors (and a commercial strategy)

New thinking around stakeholders

Improvements to member and supporter comms

Helped the team to rollout major national funded participation programmes….and a new professional league nationalbadmintonleague.co.uk

All underpinned by a renewed focus on lively and engaging content and media relations.


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