Badminton Reimagined
Disrupting Badminton to engage a passionate audience
Challenge
Badminton is one of the world’s most popular sports in terms of participation and fandom, but is under-commercialised.
Solution
Working with broadcasters SPOTV, we developed a new competition, BXL, which was unburdened by tradition and designed to broaden the sport’s appeal.
Leveraging our extensive experience in modelling and designing competitions, BXL disrupted badminton’s traditional approach, by introducing teams, a timed format and unique 3 v 3 matches, played by the world’s best players, to deliver a world-class competition from year one.
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Impact
BXL expanded to four events in 2025, with overwhelming positive feedback from players and fans. Over 85% of matches played were ‘live’ rubbers, meaning the competition maintained jeopardy throughout thanks to the innovative format.
