After being absent for almost two decades from being organized in Asia, the competition will be played in Kuala Lumpur in August this year as the PROTON-BWF World Badminton Championship 2007. The competition will be hosted by the Badminton Association of Malaysia (BAM), organized and promoted by the First Event Promotions Sdn. Bhd.
Ranked as a seven-star event, PROTON-BWF World Badminton Championship 2007 will see the participation of over 350 of the world's best players from 51 countries competing in the PROTON-BWF World Badminton Championship 2007 highest ranked individual badminton competition sanctioned by the Badminton World Federation, after the Olympic Games.
"PROTON has been synonymous with badminton in Malaysia for more than a decade. Our commitment to be a part of the development of the sport now takes on a new level with the partnership at an international level," said the Chairman of PROTON Holdings Bhd, Dato' Mohammed Azlan Hashim.
Between 1995 and 2004, PROTON has continuously contributed to the development of badminton by working closely with the Badminton Association of Malaysia (BAM). It is also consistent with the National Sports Partnership Program that has made badminton as the one of the eight core sports that Malaysia is focusing on its development programs.
"It is important that PROTON gives back to the nation by supporting the badminton development, which is a sport that enhances the quality of life of Malaysians as well as one which has been selected by the Cabinet Committee for Sports for development in a more focused and intensive manner," added Mohammed Azlan.
Speaking at the signing ceremony of the Sponsorship Agreement between PROTON and the organizer/promoter of the event, First Events Promotions in Subang Jaya today, Azlan also said the international coverage for the competition also gives PROTON tremendous value as it provides worldwide and regional exposure which will complement existing efforts to develop brand awareness in markets across the globe.
The PROTON-BWF World Badminton Championship 2007 will be seen by an estimated 2 billion viewers around the world, with worldwide media coverage through live TV telecasts, print news and other electronic media.
PROTON's sponsorship will provide exclusive access to the event title, logo and creative artwork for advertising and promotional purposes. Other promotional products or special packages shall be introduced timely with the promotional activities by the event organizer/promoter.
"PROTON is proud to the sponsor of this international event. Other than benefiting our business interest, this is also part of our contribution towards promoting Malaysia in sports and tourism, especially during Visit Malaysia Year 2007," said Mohammed Azlan.