Leading UK car retailer and leasing company, Lookers will get the world’s best badminton players motoring later this month after being named as the Official Car Supplier to the 2017 YONEX All England Open Badminton Championships.
As one of only five Badminton World Federation World Superseries Premier events – the top-tier of global elite badminton – the YONEX All England is the oldest and most prestigious open badminton tournament in the world.
The championships feature the sport’s top 10 ranked players across all disciplines and entries from 32 countries and has a global TV audience of over 160 million households.
Lookers is a modern motor retailer who operate from over 160 franchise dealerships, representing 31 vehicle manufacturers and deliver over 200,000 vehicles a years to customers across the UK and Ireland. The modern motor retailer will provide a fleet of Mercedes-Benz luxury vehicles to tournament organisers Badminton England for the duration of the tournament, running 7-12 March 2017.
The partnership is Lookers first relationship with the YONEX All England and the sport of badminton. In addition to the branded fleet of vehicles it sees the group enjoy courtside and big screen branding as the Barclaycard Arena, Birmingham welcomes over 30,000 sports fans, families and VIPs during the week.
The Lookers brand will also be visible to a worldwide online audience through the event website – which enjoys over one million page views during Championship week – and streamed coverage in selected countries.
Adrian Christy, Chief Executive of event organisers Badminton England, said “I am delighted to welcome Lookers to the YONEX All England.
“Mobilising the global badminton family is an integral part of our world class event delivery in Birmingham and, with Lookers on board, we have a top class partner to make this happen.”
Andrew Pace, Head of Fleet Services for Lookers Group, said: “We are delighted to be supporting such a prestigious sporting event as the YONEX All England Open Badminton Championships.
“Lookers has a history of supporting key sporting events here in the UK, both professional and at grass roots level, and we are always looking for opportunities to help promote sports that perhaps don’t get as much exposure as others.
“The Championships are perfect match for us; as well as being a fantastic showcase for national and indeed international athletic talent and prowess, badminton has always had an important part to play in local communities across the UK, reflecting our own position and values as a modern retailer.”
The YONEX All England Open Badminton Championships take place at the Barclaycard Arena, Birmingham between 7-12 March 2017.
Report courtesy of Badminton England