YONEX All England wins prestigious BWF accolade
We are delighted to announce that Badminton England were this week presented with a prestigious award for its Arena Bowl and Field of Play Presentation at the YONEX All England Open 2024.
The award is deserved recognition for the festival of badminton which was delivered to Utilita Arena floor and a record crowd during six spectacular days in Birmingham last March.
The accolade was presented to Badminton England CEO Sue Storey and Chris Miller – Head of Major Events and Championships Director – at the BWF World Tour Finals in China this week.
“First and foremost, this award is dedicated to the team behind the YONEX All England Open,” said Sue. “Our workforce, our volunteer army, our invested board of directors and all our event partners work tirelessly throughout the course of the year and especially during six exhausting but truly exhilarating days of competition to bring the very best of badminton to Birmingham. This is rightful recognition of all that hard work.
“As part of our long-term strategy, we vowed to create more opportunity for people to see the top players in action – and our approach to inspiring the badminton community is thinking differently and not being afraid to innovate. This year, we introduced an iconic grey court, delivered a bold, dynamic new brand across the arena, pioneered the use of LED and digital screens to elevate the event experience for fans and players alike and aptly celebrated the 125th anniversary of the All England – the most prestigious badminton event in the world!
“And we won’t stop. The future success of badminton is dependent on being able to inspire and engage a lifelong love of the sport and the YONEX All England Open will be ready in March to showcase the best of our sport on the very biggest stage. We can’t wait for 2025.”
