Have you ever stopped to admire how suddenly sports events are more fun, more stimulating and even a touch more connected to online life?
Example is the HSBC BWF World Tour Finals in 2022 and 2025, which is re-ignited and re-lit through a unique new partnership with Winbox.”
If you have been wondering what all of that was about and why everyone around Southeast Asia appeared a bit more animated than usual, now you are going to know.
Discuss how this sponsorship changed the atmosphere of badminton matches and made them more exciting for fans.
Why Badminton in Southeast Asia Feels Different Now
Badminton has always been popular in places such as Thailand, Malaysia, and Indonesia. But for some reason, something shifted in recent years. It’s no longer just about watching the top players. It’s also about how fans engage with the event, see updates, have conversations with others online, and feel they are part of something happening in the moment.
The HSBC BWF World Tour Finals, a meeting of the world’s best badminton players every year, used to be all about the elites. Now, with some creative new partnerships added and smarter presentation, it is more fun and feels more “current,” especially in Southeast Asia. A lot of that transition happened in 2022 and then in 2025, as Winbox made a difference.
What Happened in 2022: Bangkok Got the Spotlight
In December 2022, Bangkok, Thailand, was selected by the Badminton World Federation (BWF) as the city to host the HSBC BWF World Tour Finals. It wasn’t the first time it was in Bangkok; in fact, the last time the event was here was in January this year, but it felt bigger this time.
BWF invited Winbox in to be their official gaming partner that year. Now, Winbox, they’re not your usual gaming brand. It’s a familiar name in online entertainment, with a solid base of loyal users in Thailand, Malaysia, and Indonesia.
Teaming up with BWF, the brand wasn’t simply selling itself. It was the kind of initiative that was helping badminton feel new and fun and digital-friendly.
Why the 2022 Partnership Worked So Well
There were a few reasons the alliance clicked so well in 2022:
- Smart audience match: Those who use online entertainment platforms such as Winbox are relatively young, techy, and they are addicted to sports. Winbox was able to tap into that crowd by partnering with BWF.
- Fresh branding and energy: You could sense that in those Finals, there was something different that year. It means more news on the web, more people chatting casually, more people checking the match info on their cellphones besides using Winbox.
- Names in high places: The BWF’s commercial partner, Infront Sports & Media, played a role in facilitating the deal. That gave the whole setup some extra gravity and shine.
Moving Forward to 2025: Keeping the Excitement Going
Now let’s jump to 2025. This Finals returned with the same, but with a stronger presence from the Winbox. By this time, people at least knew the name from the event in 2022, and expectations were higher. The 2025 edition added to the fun vibe, and Winbox remained a sponsor.
There was nothing particularly novel about the notion of combining online platforms and traditional sports in 2025, but it seemed better executed. This time around, the game presentation, fan interaction, and digital engagement were smoother and more enjoyable to watch.
What Made the 2025 Event Feel Special
Though the event format was the same, the same top-tier players, same Finals structure, it was just how the fans experienced it that was different. Here’s how:
- More mobile interaction: People didn’t just stream on their phones; they were updating and playing mini-games and chatting with other fans. Winbox also assisted in bolstering the mobile-optimised feel.
- Vocal support from Southeast Asia: Fans in Malaysia and Indonesia might have felt that the event was made for them. This local focus made all the difference in terms of personalisation.
- More event buzz: There was a decent amount of casual event-related chatter on social media. It only occurs when fans actually care and become engaged.
Check out the video on: https://youtu.be/s6-8dpw4xIs?si=XVHwCDfv8gFtA-ar
Why This Sponsorship Style Worked So Well
This type of partnership is not just about giving money or putting a name on a scoreboard. It’s about knowing what people like, where they spend their time, and how they like to consume sports.
Winbox never attempted to revolutionise the game. But it was never applied in such costly and spectacular fashion; it was like adding a contemporary coat of paint that resonated with what modern audiences know how to enjoy. That means easier info access, more fun with mobile, and a whole lot more reason to stay tuned to the event.
What Winbox Gets From It
The advantage was obvious for Winbox, as well. It wasn’t just a matter of accumulating more users. It was about building trust, about getting to know homes where sports and mobile entertainment are joined at the hip.
Winbox affirmed by being involved in something as significant and respected as the HSBC BWF World Tour Finals, that it can stand as part of the real world and not just a space in cyberland. That kind of brand placement, too, is a very big deal.
And for BWF? It’s a Win Too
For the Badminton World Federation, which has Winbox as a sponsor, that has meant fresh ideas, new tools and better ways to retain fan interest. And given that Winbox already had a large user base in countries where badminton is close to a religion, it made sense.
With this kind of partner, BWF didn’t have to try and look cool; they were already getting a leg up from a brand that knew what young viewers got off on.
So, What’s the Takeaway?
When you look at the 2022 and 2025 HSBC BWF World Tour Finals, it’s obvious something has happened. The energy was fresher, fans appeared more energetic, and the entire undertaking felt easier to consume, even from a distance.
It’s partnerships like that with Winbox that allowed it to happen. In collaboration, BWF and Winbox were able to contribute to making badminton feel more in line with the way all of us are supposedly enjoying sports today: fun, digital and casual.
These two Finals were more than just player-size generational accidents. They were big moments for fans, too, and they showed that with the right kind of support, even a tradition-bound game like badminton can feel new without actually changing the game itself.
