WORLD SHUTTLFEBRUARY - APRIL 2016 / EDITION NO. 13 E BWF: ‘More Intelligent’

AntBadminton World Federatiion-Dop has moved to ensure “Ouring APMU is able to scrutiniseT est any of the player Thei IOCng is analysing some samples from the a more intelligence-based anti-doping programme, profiles that have a steroidal (urine) or haematological London 2012 Olympic Games. These samples recently signing an agreement with an Athlete Passport (blood) passport and make the relevant observations will have new scientific knowledge and analysis Management Unit (APMU). and recommendations. methods applied and this could see a change in the results and podium positions. This collaboration allows BWF to tap into cutting-edge “BWF has an obligation to protect the rights of clean athletes and this advancement in the fight against scientific knowledge from experts to better detect doping ensures a more intelligence-based anti-doping Given the ever-evolving fight against doping and biological markers in ABPs (Athlete Biological Passports) strategy to catch cheats in the sport.” new measures coming into effect, the BWF Secretary that could indicate possible doping by athletes. General acknowledged the need to educate players Since the implementation of the Steroidal Module further on this crucial matter. The move follows BWF’s implementation of its own (urine) in 2014, every urine sample collected has ABP programme where both blood and urine samples been analysed for the presence of steroids as part of “The collection of blood in and out of competition is are collected for individual athlete profiles. ABPs have an individual athlete’s profile. This information can be going to be a long-term, values-based programme, been used as a strategy to deter and detect doping used in combination with the Haematological Passport with the quality and level of testing conducted by the in endurance sports for quite some time. However, Module (blood) to build a clear picture of biological BWF becoming more intelligent-driven. We are looking passports are now common place in testing programmes profiles that could signal doping by individual athletes. to implement a long-term educational programme with the implementation of the new World Anti-Doping to cover multiple areas, including educating athletes Blood sample collection has become more common in Code (WADC) in January 2015. – both in-competition at events and out-of- around blood collection,” said Lund. competition. Some National Anti-Doping Organisations Experts at the APMU – one of ten associated with World (NADOs) have an ABP for their national level athletes. BWF is collaborating with NADOs including UKAD Anti-Doping Agency (WADA) accredited laboratories – BWF collaborates closely with NADOs who have (UK), ADD (Denmark), JADA (), KADA review the analyses of players’ ABPs (blood and urine) badminton athletes on their ABP. (Korea) and CHINADA () on sample collection provided by the WADA-accredited laboratory. If the strategies and with some, educational initiatives. experts discover anything suspicious, they will then Lund explained that while a “select number of athletes advise the BWF on testing strategies for that athlete. are part of the BWF’s Blood Passport Programme, “We have also been working closely with the there will be other times where players outside of the respective chairs of the Badminton and Para- The APMU has full access to analysis results from samples select programme will have their blood samples taken badminton Athletes’ Commissions, providing as collected and logged into WADAs online administration and analysed”. much information as possible and we will continue system. The APMU also receives notifications from There have been tremendous advances in the science to do so. They have direct contact with players and the administration system and if suspicious results are around the analysis of samples. Additionally, the we rely on them to support the dissemination of advised, then the APMU looks into the atypical analysis. storage of samples for later re-analysis is something information in particular through social media.” major-event organisers such as the International “Having an APMU on board is another step to make our Olympic Committee (IOC), as well as international * The fundamental principle of the Athlete anti-doping programme more robust and intelligence- federations are doing. Some suspicious samples are Biological Passport (ABP) is to monitor driven. It gives BWF access to a level of scientific stored for up to ten years so, that as science and new selected biological variables over time that knowledge which we did not have before and we can analysis tools are developed, these samples can be indirectly reveal the effects of doping rather than target individuals in a very scientific and intelligence- taken from storage and re-analysed at a future time if attempting to detect the doping substance or driven way,” said BWF Secretary General . necessary. method itself. highlights

Whiff of Exciting Possibilities (PAGES 5 & 6 ) 100 ‘SHUTTLE TIMES’ IN PANAMA (PAGE 9 )

key dates

15-22 May TOTAL BWF Thomas & Finals (Major Event), Kunshan 30 May-05 June BCA Open (Superseries Premier),

07-12 June XIAMENAIR Australian Badminton Open (Superseries), Sydney 28 June-03 July Open Chinese (Grand Prix Gold), Taipei OLYMPICS IN THE AIR: Throughout the sporting world, the Olympic Games are on almost everyone’s 05-10 July YONEX US Open (Grand Prix Gold) El Monte, Los Angeles lips. The countdown is on to the Opening Ceremony for this summer’s Rio 2016 Olympic Games. has another four years before it hosts the globe’s elite athletes but that city too is already counting down. In late April, the Tokyo 2020 emblems for the Olympic Games and the Paralympic Games were unveiled; the latter being the first Paralympic Games in which badminton will be played.

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 2 editorial

Dear Colleagues and Friends

We are in the midst of exciting times and the coming weeks and months will require much diligence, commitment and enthusiasm for the various tasks at hand. However, our global badminton community has already shown an admirable capacity to rise to challenges and furthermore to exceed expectations and I have all confidence we will be able to do so again.

As example of our collective ability to achieve significant goals, I am buoyed by our recent celebration of 100 Shuttle Time implementations across the world in less than five years – a landmark which far supersedes our initial, four-year target of having Shuttle Time in 30 countries by the end of 2015.

To quote BWF Development Director Ian Wright “it’s been a great ride” to have taken this grassroots programme for children from a pilot project in Tonga in late 2011 to its 100th milestone in the Central American nation of Panama in late February, this year. By continental confederation, the numbers of implementations have been as follows: Africa Poul-Erik Høyer (17); Asia (25); Europe (27); Oceania (8) and Pan Am (23). This includes partnerships with BWF President the International Olympic Committee at its Sport for Hope Centres in Haiti and Zambia – and more countries have joined the Shuttle Time family since then!

Available in 17 languages, this development initiative has proven an incredible catalyst for sparking the youth’s passion for badminton. We could not have anticipated how well it would have been received and I wish to thank and commend all the teachers and tutors globally who trained to deliver Shuttle Time lessons to children in schools and communities. In addition, the support of our continental confederations, member associations and various benefactors has been pivotal.

It is this kind of heart-warming success which assures me, that once we continue working together as a family, badminton will flourish even more.

Immediately ahead of us we have one of our most prestigious events, the TOTAL BWF Thomas & Uber Cup Finals 2016 to be held in Kunshan, China, from 15-22 May. As is customary, we will stage our Annual General Meeting, Member’s Forum and related activities, including for the first time a Media Appreciation ceremony, alongside this BWF Major Event.

A lot will be happening simultaneously and the world of badminton will be the centre of attention. It is another opportunity for us to shine; to be our best both on and off the court.

Before that, however, our Olympic Qualification Period will end on 1 May and, after the year-long Race to Rio, we will know which players will compete for gold, silver and bronze in August.

Having recently passed 100 days until the Rio 2016 Opening Ceremony, we can truly say the countdown is on!

Finally, I wish to draw attention to the BWF Strategic Plan 2016-2020 which has been circulated to our membership and is now available online (BWF Strategic Plan 2016-2020). May I ask all persons within the international badminton community to read and absorb our ambitions for the coming Olympic cycle. There are four Strategic Focuses at the heart of BWF’s work. These are: Capacity; Entertainment; Participation and Partnerships. Each is a key element in the further evolution of our sport in the fast-paced, competitive marketplace in which we operate.

This Plan – our blueprint for the future – is athlete-centred. The BWF and its members have a major role in providing the best possible environments for athletes to realise their potential. In this regard, priority areas are: clean sport, fair play, awareness and education, and health and well-being.

We will discuss the Strategic Plan in detail at the Member’s Forum in Kunshan and we look forward to the input from our membership as we move forward together.

Poul-Erik Høyer

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 3

Simon Cruz Mondejar of Spain triumphed in SL 3 Men’s Singles.

France’s Lucas Mazur and Faustine Noel won gold in SL 3 - SU 5 Mixed Doubles. Mazur Shines in Turkey Lucas Mazur has started this year’s para-badminton season in great form, claiming three gold medals at the 2nd Turkish Para-Badminton International 2016 in Konya in early April.

The Frenchman triumphed in SL 4 Men’s Singles – beating local player, Sedat Tuemkaya (21-15 21-7) in the final. Partnered by two of his compatriots, he was also victorious in SL 3 - SL 4 Doubles (with Mathieu Gilles Thomas) and SL 3 - SU 5 Mixed Doubles (with Faustine Noel).

Wheelchair athletes, Germany’s Thomas Wandschneider and Karin Suter-Erath of Switzerland, were also in winners’ row, each taking two golds. Suter-Erath reaped success in WH 1 - WH 2 Women’s Doubles with another Swiss competitor, Sonja Haesler, and in WH Ibrahim Sözer (left) and Sedat Tuemkaya of 1 - WH 2 Mixed Doubles with England’s Martin Rooke. Suter-Erath Turkey competed in SL 3 - SL 4 Doubles. also collected silver in WH 1 + WH 2 Women’s Singles, losing out

to Turkey’s Ermine Seckin (26-24 21-16) in the final. Wandschneider “We have 18 European countries; five from Asia and three from topped WH 1 Men’s Singles, beating France’s David Toupe for Pan Am. The USA will make its debut at this level with two players. gold (21-19 21-17). The two teamed up to win WH 1 - WH 2 Men’s We can also see countries that have an eye to the Paralympic Doubles. Games in 2020. Japan is sending 18 players and they already have a number of doubles pairs,” noted BWF Vice President Para- What promises to be a busy and exciting season now moves Badminton, Paul Kurzo. to Antrim, Ireland, which will stage the Irish Para-Badminton International 2016 from 21-26 June. A total of 156 athletes from 28 This tournament will be followed by the Indonesia Para-Badminton countries are slated to compete, including Para-Badminton Players International in August and at least four other events thereafter, of the Year (2015), Lee Sam Seop of Korea and Helle Sofie Sagoy including continental championships in Europe, Asia and Pan of Norway, as well as the USA for the first time ever. The continental America. spread of entries is a heartening sign that elite para-badminton is gathering pace globally. More information will be forthcoming in future editions.

Switzerland’s Karin Suter-Erath partnered Martin Rooke of England to gold in WH 1 - WH 2 Mixed Doubles.

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 4

BWF President Poul-Erik Høyer (left) and BWF Secretary General, Thomas Lund (right), are pictured with BWF’s long-serving staff (from second left), Michelle Nyam, Sharon Chan, Venugopal Mahalingam, Noridah Jamil and Patricia Wong.

Stalwarts Saluted It’s almost 11 years since badminton’s world-governing body He expressed regret that Noridah Jamil was no longer with BWF, relocated to the Asian metropolis of and offered a having left in mid-February. Jamil joined BWF as Events Officer and unique career experience to a group of Malaysians. worked in various areas including technical officials’ servicing, anti- doping, event entries and event preparation. Chair of the Technical Sharon Chan, Noridah Jamil, Venugopal Mahalingam, Michelle Nyam Officials Commission, Torsten Berg, spoke warmly of her support to and Patricia Wong could hardly have imagined just how interesting and different this professional decision would be and that, more than technical officials and presented a gift to Jamil on their behalf. a decade later, they would have witnessed a significant evolution in the organisation. Major Events Manager, Venu Mahalingam, who came to BWF from Confederation, was in charge of the transition from In February, BWF paused to applaud the contribution of these five Cheltenham and set up all operations in Kuala Lumpur from scratch. dedicated employees who were among the earliest recruits when A key achievement was re-designing and stabilising the world the International Badminton Federation (IBF) – later rechristened rankings and tournament management system. the Badminton World Federation – shifted its headquarters from Cheltenham, UK, to Kuala Lumpur in June 2005. Despite Finance Manager, Sharon Chan, worked in the construction industry varying challenges, including a lack of experience in badminton administration, these staff members helped the organisation develop previously. She has kept a tight rein on BWF expenses while Patricia and blossom into the robust sports federation it is today. Wong, Governance & Membership Services Manager, has looked after BWF member associations and handled government-related Leading the celebrations of their ten years of service were BWF matters. President Poul-Erik Høyer and Secretary General Thomas Lund, accompanied by BWF Council members and other BWF workers. In their speeches, Mahalingam, Chan and Wong recalled the intense Høyer lauded the work of all the guests of honour while Lund read pressure of their early BWF days when the office had just been brief biographies on all five; each of whom received a commendation established in Kuala Lumpur. Jamil was emotional and thanked the and a watch. BWF family.

“These key staff were indeed the trail blazers in the BWF and have The loudest cheers were reserved for Michelle Nyam, perhaps the grown with the organisation from its start-up days,” said Lund. quietest BWF staffer. The youngest of the awardees, she came to BWF straight after university graduation and has assisted Chan in “The BWF appreciates their contribution very much and looks forward managing the organisation’s finances. She gave a witty account of to having them with us for a long time.” working with her boss.

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 5

The draw for the TOTAL BWF Thomas & Uber Cup Finals 2016 Whiff of Exciting

BoastingPoss 13 titles from the last 16ibi Women’s lThe hostsit will bei keesen to erase memories of Indonesia, seeking to reclaim past glory with World Team Championships for the Uber their unexpected semi-final loss in 2014 to a 14th title, are in Group B with India, Cup, history will be overwhelmingly in China’s Japan who went on to clinch their maiden and . Korea have never won the favour when the TOTAL BWF Thomas and . China will be strengthened Thomas Cup and will bank on their doubles Uber Cup Finals begin in Kunshan on 15 May by the return to form of their legendary strength to go all the way. The Koreans 2016. spearhead, , who is currently World have , England and Germany for No.2. Lin was unable to play a part in the company in Group C. The hosts haven’t been as dominant in semi-final last time as he was scheduled to the men’s competition – the Thomas Cup play the fifth match but the tie was decided The Thomas Cup has always been in – but they still have nine titles from the last in the third. Asia’s possession since Malaya won the 17 editions. Home fans will thus expect debut championship in 1949. Only four

nothing short of a double triumph, which has nations – Malaya/Malaysia, Indonesia, By a stroke of fate, the top seeds and the happened seven times – in 1986, 1988, 1990, China and Japan – have ever won the title. defending champions are in the same group 2004, 2006, 2008 and 2012. For defending champions Japan, who have (A), alongside France and Mexico. No.2 seen an upward momentum shift since their Notwithstanding the overall strength of seeds Denmark, who have a strong all-round title in 2014, this edition will challenge them both the men and women’s teams, China squad and a good shot at a maiden title, are to prove that victory was not a one-off fluke. will probably go into the tournament a little in a relatively easier group (B), with Chinese The suspension of two Men’s Singles players circumspect. Taipei, New Zealand and South Africa. who starred in their success in India two

Sir George Thomas (left) proposed the World Men’s Team Championships which started in 1949 while (right) did similarly for the World Women’s Team Championships which were first contested in 1957. Continues on Page 6

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 6

Continued from Page 5

years ago will certainly hamper their title defence. However, their doubles ranks have been bolstered by recent stand-out results from and . How well the overall squad can perform is left to be seen.

Japan’s women have reason to be upbeat. has emerged a world-beater over recent months, winning three Superseries – YONEX Open Japan, Dubai World Superseries Finals and the YONEX All England. Heading a clutch of combative Women’s Singles players, and with / clinching the All England after beating three of China’s best pairs, the Japanese will fancy their chances of emulating the achievements of their legendary teams of the 1960s and 1970s. They have a strong chance of topping Group D, which also has India, Australia and Germany.

The Japanese were the supreme power in the Uber Cup from 1966 to 1981; their reign broken only once, in 1975 by SWEET MEMORY: Japan’s victorious Indonesia. In Okuhara, , , Thomas Cup winners in 2014. Matsutomo/Takahashi and the rest of the team, Japan have the depth to achieve what their predecessors last did in 1981.

Korea, who broke China’s decade-long winning spell with victory in the 2010 Finals, are in Group B with , LI-NING BWF THOMAS & UBER CUP Mauritius and USA. Another country that has savoured past FINALS 2014 – FINALS FLASHBACK success, lifting titles in 1975, 1994 and 1996 – Indonesia – are in Group C with Thailand, Bulgaria and Hong Kong. Finals: Thomas Cup: Japan beat Malaysia 3-2

Despite their singles players being overshadowed in recent MS1: (MAS) beat 21-12 21-16 months, China still have fearsome depth in the squad and MD1: / (JPN) beat / Hoon Thien How 12-21 21-17 21-19 are well placed to defend their title, which they first won in MS2: (JPN) beat 21-15 21-17 1984. Only twice since then has their run been interrupted MD2: / (MAS) beat Keigo Sonoda/ – by Indonesia in 1994 and 1996, and Korea in 2010. Apart Takeshi Kamura 19-21 21-17 21-12 from the favourites, teams like India, Malaysia, Hong Kong MS3: (JPN) beat Daren Liew 21-12 18-21 21-17 and England (in the men’s) and India, Thailand and Denmark (in the women’s) can prove dangerous to the higher seeds. Uber Cup: China beat Japan 3-1

As Olympic seeding points will be at stake, all players who WS1: Li Xuerui (CHN) beat 21-15 21-5 WD1: Misaki Matsutomo/Ayaka Takahashi (JPN) bt /Tang are Rio-bound will be keen to give everything they have to Jinhua 21-18 21-9 boost their positions as the Summer Games beckon. WS2: Shixian (CHN) bt 21-16 21-12 WD2: / (CHN) bt /Reika Kakiiwa A potentially fascinating contest is on the cards in Kunshan! 21-13 21-6

China has dominated the Uber Cup and will be seeking to defend their crown on home soil and win a 14th title overall.

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 7

‘Surprised’ Ryan Cops Andrew Ryan spent 11 memorable years at the International Badminton Federation. Top Honour Former Chief Executive of the International “I was really surprised and honoured to recollections will always be from coaching Badminton Federation (IBF), Andrew be awarded the Herbert Scheele Trophy on development projects around the world. Ryan, will in May receive the Herbert especially when I realised that many of the Scheele Trophy for exceptional service to previous winners are icons of mine and, “The stories are too numerous to badminton. in some cases, have been mentors within mention but the combination of elite and badminton,” said the Englishman who development coaching has taken me to He leads the Badminton World Federation’s worked for IBF (now BWF) for 11 years. nearly 100 countries and given me a life 2015 awards which include a Lifetime experience that no other work could ever Achievement honour for past IBF President, Initially hired as the organisation’s first have delivered.” Poul-Erik Nielsen; Distinguished Service Development Director, Ryan had been recognition for three top technical officials; promoted to Chief Operating Officer by Ryan, who has remained a strong BWF and the Women in Badminton Award for a the time he left IBF in 2006 when the pioneer in Brazilian badminton, Dr. Keiko organisation relocated from Cheltenham, supporter in the global sporting landscape, Veronica Ono Fonseca. There are also England, to Kuala Lumpur, Malaysia. will accept his award at the BWF Delegates’ Meritorious Service Awards for a number Welcome Dinner on Friday 20 May; the eve of stalwarts across the sport’s international “I have actually managed to work in sport of the BWF’s Annual General Meeting in community. ever since university. I have known no Kunshan, China. other work than in sport and badminton. Now Executive Director of the Association of My fondest memories have all been from Sharing the limelight that evening will be Summer Olympic International Federations badminton and the best ones, if I’m honest, Dr. Keiko Veronica Ono Fonseca who has (ASOIF), Ryan was surprised to be selected are from my coaching days. Although won the Women in Badminton Award for her for the federation’s most prestigious prize taking players to the Olympic Games in stellar work in developing the sport in her for administrators. 1992 in Barcelona was a highlight, the best homeland, .

Badminton Association of Malaysia Council member, Mahizan Mustafa (left) and Badminton Association of Malaysia Administration Manager, Ahmad Mohd Idris (right) received their Meritorious Service Awards from BWF President Poul-Erik Høyer (second right) at this year’s Celcom Axiata Malaysia Open. Also in attendance was Acting President of Badminton Association of Malaysia, Tan Sri Ir (Dr) Mohamed Al Amin Abdul Majid. Continues on Page 8

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 8 Continued from Page 7 Not only has she played badminton since 1993, she has also helped develop it in two states (Parana and Santa Catarina) while holding various posts within the Brazil Badminton Federation. At national level, Fonseca has spearheaded the implementation of Shuttle Time – BWF’s grassroots programme for children – in the South American country, collaborating with a colleague to translate Shuttle Time manuals and lesson plans into Portuguese. She has done similarly for the BWF Coach Development programme (Level 1). These written and audio translations are used by other Portuguese-speaking countries too.

A doctoral graduate in electronics engineering and computer science, Fonseca’s other achievements include: introducing a badminton module in the undergraduate Physical Education programme at the university where she lectures; supporting scientific research on badminton in Brazil; organising a badminton tournament for deaf women and helping to develop a Portuguese version of BWF Shuttle Time app which will soon be launched.

“This is a great honour; a real surprise. I am very pleased to receive Dr. Keiko Fonseca has been a tireless advocate the BWF Women in Badminton Award as an acknowledgment of in Brazil’s badminton development. my work with badminton in Brazil.

“However, I am also aware that it implies greater responsibility and that I must maintain and improve my volunteer work as an example of passionate dedication,” said Fonseca, joking that she will not be able “to be incognito” anymore. Meanwhile, Poul-Erik Nielsen has been recognised with a Lifetime Achievement Award for his commitment to badminton in numerous capacities; first as a top player; then as an IBF Vice-President andthe Chair of Rules and Laws; and finally as IBF President (1984-86). The Dane was deeply involved in spreading badminton in Africa and the Americas and Africa.

Ernest Robinson (France); Vemuri Sudhakar (India) and Federico Valdez (Peru) have all served with distinction as technical officials. In the latter’s case, he was also a member of the BWF Council, serving on the Development Committee from 1995 to 2005, as Deputy Chair from 1998 to 2001 and as Chairman from 2001 to 2004. Additionally, Valdez was president of Badminton Pan Am for eight years and has been a BWF Accredited Referee since 1996. Robinson became a BWF Accredited Referee in 2000 and graduated to a BWF Certificated Referee in 2009. He finished his refereeing career at last December’s Dubai World Superseries Finals and is now a BWF Referee Assessor 2015.

Sudhakar became a BWF Certificated Umpire in 1991 and retired in 2004, having officiated medal matches at the Athens 2004 Olympic Games. Since then, he has served as an umpire assessor and teacher, both in BAC and for BWF, where his contribution is still highly appreciated.

BWF has also lauded the contribution of SKYCITY with a Certificate of Commendation for its sterling support of badminton in New Zealand, especially as title sponsor of the New Zealand Open since 2013. This backing has enabled to deliver a high-calibre tournament and add value to the event through marketing and promotional Federico Valdez has served international cooperation. badminton with distinction as a Council member and as a technical official.

BWF 2015 Awards

Herbert Scheele Trophy Meritorious Service Awards Andrew Ryan Marcel Pierloot (Belgium) Lifetime Achievement Award Edgard Verpoorten (Belgium) Poul-Erik Nielsen (Denmark) Cicero Cesar Paz Das Neves (Brazil) Volodya Zlatev (Bulgaria) Distinguished Service Award Wiola Renholm (Finand) Ernest Robinson (France) Vemuri Sudhakar (India) Eino Vaisanen (Finland) Federico Valdez (Peru) Godin Magali (France) Karl-Heinz Kerst (Germany) Women in Badminton Award Ahmad Mohd Idris (Malaysia) Dr. Keiko Veronica Ono Fonseca (Brazil) Mahizan Mustafa (Malaysia) Certificate of Commendation Jos Esveld (Netherlands) Skycity (New Zealand) John Milne (New Zealand)

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 9

100 ‘SHUTTLE TIMES’ IN PANAMA Participants in the 100th Shuttle Time implementation in Panama show off their certificates after the three-day course (24-26 February).

In February this year, the Badminton reached 100 implementations,” stated BWF but now it’s played a wider role in getting World Federation’s schools development President Poul-Erik Høyer. stakeholders together and raising awareness programme – Shuttle Time – marked its 100th of badminton. It’s become a pathway for implementation in Panama. “The big success of Shuttle Time is that it players and built energy around badminton.” has brought a lot of schools into badminton. The Central American nation enjoyed the The structure of the programme is easy for He also saluted developed badminton nations proud distinction of staging this milestone of PE (physical education) teachers to learn for embracing the BWF Equipment Donation the worldwide grassroots initiative which has and implement, so there has been huge Project which supports Shuttle Time, with spread badminton to all five continents. support from governments and BWF member more established badminton countries countries.” adopting those now getting a foothold in the First piloted in Tonga in the South Pacific sport through public donations of rackets, in late 2011, Shuttle Time has quickly left Chairman of BWF’s Development Committee, shuttles and other badminton necessities. its imprint globally, with BWF member David Cabello, is equally thrilled about the associations embracing it as the primary prized landmark. Meanwhile, Panama Badminton Association means of growing the sport among President, Dr Elvys Villareal, said Panama “is schoolchildren. It allows teachers and “I am extremely happy and proud that delighted to be part of the BWF Shuttle Time tutors to develop the skills, knowledge and BWF has reached 100 national Shuttle family – particularly the 100th country”. confidence to introduce badminton in a safe, Time implementations. The programme is fun and inclusive manner. supporting the growth of badminton at a “This makes it extra special. Our aim is to grassroots level globally, and is providing grow badminton nationally and, through By continental confederation, the numbers of many opportunities for children to be active partnerships with schools and Panama implementations are as follows: Africa (17); through badminton,” he explained. University, Shuttle Time will help us to achieve Asia (25); Europe (27); Oceania (8) and Pan this goal. We thank the BWF and Badminton Am (23). This includes partnerships with the “We must now continue to develop, expand Pan Am for their support and look forward to International Olympic Committee at its Sport and sustain the programme, as we strive to the future of badminton in Panama.” for Hope Centres in Haiti and Zambia. achieve our goal of giving every child the chance to play badminton for life.” This has far exceeded BWF’s initial goal of ***** establishing Shuttle Time in 30 countries by BWF Secretary General, Thomas Lund, the end of 2015 and, with resources now highlighted the major contribution of BWF available in 17 languages (Mongolian and member associations and other stakeholders FOR FURTHER INFORMATION ON Nepalese to be added later this year), Shuttle in this “fantastic achievement”. The manner SHUTTLE TIME: Time is expected to continue blazing the way in which they have responded to Shuttle in badminton development. Time, he pointed out, has been pivotal to its BWF website: success. www.bwfbadminton.com “This is a fantastic milestone for BWF. We’re very proud. We’ve received great support, “Our stakeholders should receive equal BWF Shuttle Time Facebook page: and the programme has proved to be easily praise. The programme was originally meant www.facebook.com/bwfshuttletime implementable. It’s amazing that we’ve to be a first-stage penetration into schools,

BWF President Poul-Erik Høyer (fourth left) and BWF Secretary General Thomas Lund (third right) cut the ‘Shuttle Time 100’ cake at BWF Headquarters in Kuala WHERE IT ALL STARTED: Shuttle Time was first Lumpur, Malaysia as BWF staff join in to celebrate the piloted in Tonga in late 2011. 100th Shuttle Time implementation in Panama.

BADMINTON WORLD FEDERATION www.bwfbadminton.com PAGE 10

BWF President Poul-Erik Høyer (centre) makes a point to representatives of tournament hosts. He is AIPS Badminton Commission member, Rajes flanked by BWF Events Chair, Peter Tarcala (right) and BWF Events Director, Darren Parks. Paul presents the inaugural AIPS Badminton Commission award for the Best Media Facility 2015 to Badminton Association CEO, Ronnie Lim. The prize was won by the OUE Singapore Open 2015. Høyer: Embrace Showbiz! Stating badminton must keep pace with ceremony to create pre-match entertainment non-television platforms to establish and the increasing trend towards sportainment hype. maintain a fan base and translate that into globally, BWF President Poul-Erik Høyer marketable data in which sponsors would be issued this challenge to tournament hosts at “Aim to entertain fans when the doors open,” interested. a recent meeting in Kuala Lumpur. he said. “You can also build excitement during the approach to start of play by using “Build your badminton fan base through Addressing a one-day gathering of hosts of music, light shows, action sequences, and clubs, schools, previous spectators, MetLife BWF World Superseries and BWF even daily news briefs.” volunteers, coaches, camps and social Grand Prix Gold Series events, he said he media followers,” said Koh. wants to see more badminton tournaments The advent of LED screens for advertising, embrace the blending of sport and integration with television, and ways to engage “Establish direct communication through entertainment – ‘sportainment’. spectators during tournaments were also newsletters, website and social media. discussed. Professional sports-presentation Collect fan data through games and quizzes “We have to make a show around badminton; companies are an option, added the Events and arrange your database into usable data, to make it more exciting and to engage Director, as they bring experience and such as demographics and age range. our fans. In fact, some people may first be creative skills to presentations. Meanwhile, Database is very important to sell the sport attracted to the entertainment and then BWF Senior Tournament Series Manager, to sponsors.” badminton,” he noted. Selvam Supramaniam, showed examples that can create suspense on the field of play, John Adamson of IMG Media spoke on “It is important for us to grow and develop our including a countdown clock at the players’ television production and the importance events and this is an important way of doing entrance. of having a reliable and efficient host that.” broadcaster. Other presentations came Supramaniam also touched on regulation from BWF Commercial & Communications Following on from Høyer’s remarks, BWF changes while Integrity Unit Manager Andy Director, Owen Leed (media facilities at Events Director Darren Parks stressed that, Hines-Randle spoke about frameworks events) and BWF Development Director, Ian for badminton to flourish as a spectator sport, around the prevention of match-fixing. Hosts Wright (BWF grassroots programme, Shuttle hosts must remind themselves “that we are in were cautioned to be vigilant for ‘court-siders’ Time). show business”. – people at matches illegally updating scores for betting websites. The day also provided an opportunity for “An event should provide a good AIPS Badminton Commission member, Rajes entertainment package and great experience Koh Wa Cheng from ESG – BWF’s Paul, to present the AIPS Best Media Facility which will translate into returning spectators commercial partner – presented an update 2015 award to Ronnie Lim of the Singapore and building audiences,” he reasoned. from World Superseries title sponsor, MetLife, Badminton Association. The latter won the and offered some simple but effective tips for inaugural prize for the high standards set at Parks suggested event organisers capitalise hosts to foster good rapports with sponsors. It last year’s OUE Singapore Open which is part on existing elements such as the opening is important for host organisations to enhance of the MetLife BWF World Superseries tour.

Representatives of tournament hosts for MetLife BWF World Superseries and BWF Grand Prix Gold Series events.

BADMINTON WORLD FEDERATION www.bwfbadminton.com