Falcon and Associates

Partnership with the Badminton World Federation

Badminton is a worldwide and influential Olympic sport which enjoys huge popularity, particularly in markets across Asia that are of strategic importance to Dubai. Facilitated by Falcon and Associates, Dubai’s four-year partnership with the Badminton World Federation saw the emirate host the BWF World Superseries Finals and sponsor the BWF World Superseries Rankings under the name ‘Destination Dubai’ for the first time in 2014, and will continue until 2017.

By partnering with the international governing body for the sport, Dubai will gain significant exposure - the World Superseries is televised in 160 countries with a household reach of more than 300 million viewers. In addition, the partnership will see the launch of Shuttle Time, a grassroots programme for schools and clubs, currently operational in 65 countries worldwide, helping to drive community engagement and developing badminton in Dubai to new levels.

For further information please visit: www.destinationdubai.ae

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