By Duncan Mackay

BWF deal with CherryMay 24 - Chinese automobile manufacturer Chery has become a partner of the Badminton World Federation, (BWF), it was announced today. 

They will be the "Official Car" for all BWF major events following the four-year deal, which was announced at Putra Stadium in Kuala Lumpur during a ceremony attended by general manager of Chery International, Zhou Biren; the compnay's vice-president, Zhang Gui Bing. BWF vice-resident – Europe, Gregory Verpoorten; BWF chair of marketing, Nigel Skelt, and BWF secretary general, Thomas Lund.

Malyasia's world number one Lee Chong Wei, was also present.

"There are many examples of automobile brands collaborating successfully with premier sports events and we believe this has the makings of another win-win alliance," said Skelt.

"This four-year commitment will see Chery lending valuable support and presence to BWF major events, including the World Championships, the Thomas/Uber Cups and indeed the Sudirman Cup.

"It is a significant undertaking and we appreciate Chery's confidence in BWF and our products.

"We, in turn, look forward to this partnership blossoming in the years to come to badminton's benefit - as we continue showcasing some of the best of our sport to the world while seeking out future generations of players - an area into which I understand Chery will soon be venturing."

Cherry automobileChinese automobile manufacturer Chery, founded only in 1997, hope the new deal with the Badminton World Federation will help raise their profile

Zhou hailed the partnership as "another major milestone for Chery", a company only founded in 1997.

"Badminton is a sport that is well received both domestically and worldwide," he said.

"This forms a good interactive platform for Chery and its consumers.

"China's professional badminton players have always been amongst the best in the world.

"Through this partnership, we hope to show that the Chinese motoring industry is also catching up with the rest of the world."

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