EXECUTIVE SUMMARY ENHANCING ’S FUTURE

INTRODUCTION TRANSFORMING ELITE BADMINTON • Greater physical and mental stress for the top players. The Badminton World Federation is The BWF Council has endorsed a package • Need to further enhance rally-point determined to be innovative, cutting-edge of initiatives which aims to build scoring. and forward thinking in its efforts to significant value for badminton. Some of further modernise and develop badminton these have already been introduced and and to continue building on our sport’s KEY OBJECTIVES: others are on the way. Our main focus is to success and significant growth in the past optimise the presentation of badminton at eight years. • Building suspense quicker – more the highest level. BWF has a strategic and intensity in matches. 360-degree approach that covers these The BWF is proposing a package of • Increasing the excitement in matches. progressive enhancements to galvanise elements: • Shortening the length of matches (to badminton and increase its optimise television broadcasts). competitiveness in a sports-entertainment • Enriching fan experience – attracting world which is continually innovating new fans. ways to present and promote elite sports • Raising the profiles of our stars and KEY CONSIDERATIONS AT THE BWF AGM: events. emerging talent. • Increasing commercial value of our The BWF Council will formally propose BWF wants to attract a more extensive sport. changes to the technical regulations to global fan-base to badminton with a Strengthening our global recognition as address the following points: particular focus on youth. We want to • inspire fans with thrilling matches, a cutting-edge sport. world-class sports presentation and • Enhancing the quality of our broadcast • A new and enhanced scoring system to engage them, showcasing our superstars product. increase the excitement of the sport at Innovating our competition rules. as sports personalities. It is our intention • the top level and to shorten the length of to implement substantial innovations by matches – based on best of 5 games to 2020 – and to continue evolving Changing the scoring system with specific 11. badminton into the future. focus on elite international tournaments is • A reduction in on-court coaching – an essential part of this strategic, Ultimately, our goal is to enhance the multi-dimensional plan to innovate our introducing time-out options for players. position of badminton in an increasingly competition rules. • A service-law change with a fixed height saturated global sports market; solidifying for serves to improve the quality and it as a premier sports-entertainment consistency of service judging. product. RATIONALE FOR CHANGE:

This journey has been underway for some • The length of matches at elite level has The proposal and its rationale are time, and the recent launch of the HSBC increased dramatically over the last two explained in detail in the special edition of BWF World Tour is another platform to roll Olympic cycles. Shuttle World – Enhancing Badminton’s out more of these upgrades and • Unexciting phases in a range of enhancements. matches. Future.

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