MetLife is launching its UK sponsorship of the Badminton World Federation (BWF) Superseries with the All England Open at the National Indoor Arena in Birmingham next month.

The Yonex All England Open Badminton Championships from March 4th to 9th will be the first UK event in a four-year sponsorship deal for the global annual tournament which is broadcast in over 30 countries and reaches a television audience of some 1.24 billion households.

Players from around the globe will battle it out for $400,000 in prize money at the UK event which is the world’s oldest and most prestigious badminton tournament attracting thousands of spectators.

Dominic Grinstead, Managing Director, UK, MetLife said: “The partnership with Badminton World Federation perfectly reflects our commitment to long-term growth in the UK for our wealth management and employee benefits businesses, as well as our focus on global expansion as a company with more than 90 million customers worldwide.”

MetLife’s partnership with the BWF, which started with the Korea Open in January, includes the umbrella series sponsorship where MetLife will be visible in the 12 BWF World Superseries events and the World Superseries Finals throughout the 2014-2017 tournament cycle.

In Asia, tournaments will be held in Korea, Malaysia, India, Singapore, Japan, Indonesia, and China as well as series visits to France, Denmark and Australia.

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