Lookers, one of the UK’s leading car retailing and leasing companies has been announced as the Official Car Supplier to the 2017 YONEX All England Open Badminton Championships.
Due to take place at the Barclaycard Arena, Birmingham between March 7 - 12, the open badminton tournament is the oldest and most prestigious in the world with the sport’s top 10 ranked players competing from 32 countries for the number one spot. Attracting a global TV audience of over 160 million households, the worldwide badminton competition is a must-watch on the sporting event calendar.
Lookers will partner up with Badminton England for the much anticipated event later this month by providing a fleet of Mercedes-Benz luxury vehicles for the duration of the tournament.
This will be Lookers' first partnership with the YONEX All England and indeed the sport of badminton. Those who enjoy the game can expect to see the Lookers name appear on the big screens at the Barclaycard Arena which will also be visible to over 30,000 fans, families and VIPs during the week-long event.
The Lookers brand will also be spread to a worldwide online audience through the YONEX All England website and streamed coverage in selected countries - with an expected one million page views during the course of the week.
Adrian Christy, Chief Executive of event organisers Badminton England, said “I am delighted to welcome Lookers Group to the YONEX All England.
“Mobilising the global badminton family is an integral part of our world class event delivery in Birmingham and, with Lookers on board, we have a top class partner to make this happen.
Andrew Pace, Head of Fleet Services for Lookers Group, said: “We are delighted to be supporting such a prestigious sporting event as the Yonex All England Open Badminton Championships.
“Lookers has a history of supporting key sporting events here in the UK, both professional and at grass roots level, and we are always looking for opportunities to help promote sports that perhaps don’t get as much exposure as others.
“The Championships are perfect match for us; as well as being a fantastic showcase for national and indeed international athletic talent and prowess, badminton has always had an important part to play in local communities across the UK, reflecting our own position and values as a modern retailer.”