Mid-Tier Moutai Brand Laymau Nets Major Badminton Deal

Laymau, a mid-tier baijiu brand owned by the world’s most valuable distiller Kweichou Moutai, is the official spirit of this year’s elite badminton tournament, which will run till August 5.

According to the ASN Index, parent company Kweichou Moutai quarterly spends in the past two years have been way below its average of US$383k, and some of its withdrawals in the market include martial arts event Glory of Heroes, golf’s Shezhen International, Guizhou Renhe FC and Shezhen TV’s branded content show Live From Hong Kong, Macau, Taiwan.

However, the company has a history of investing in traditional Chinese sporting platforms such as martial arts and table tennis, and with the popularity of badminton among Chinese sports fans, it is indeed a safe sponsorship haven to engage with local audiences.

Following the announcement, ,” BWF commercial and communications director Owen Leed, added, “I have no doubt that Laymau’s presence shall enliven the Championships. The World Championships attracts the elite of our sport and the fact that Laymau has chosen to align its product with an event of this calibre sends a strong message, especially in a country that lives and breathes badminton.”

Leed went on to describe Badminton as “the sport of choice” for many Chinese, citing the importance of China for badminton’s commercial success.

Laymau claimed in a statement that their partnership with the BWF “underlines its interest” in promoting the sport.