Axiata Cup is a regional badminton event, now in its second year, sponsored by the Axiata Group, one of Asia’s largest telecommunication companies. The Axiata Cup, featuring top players from around the world, is the richest badminton championship with USD1 million in prize money. The Axiata Cup will include 8 teams from ASEAN and Around the World. The championship is sanctioned by the Badminton Asian Confederation (BAC) and the Badminton World Federation (BWF), and organised by Total Sports Asia (TSA).
At the 7th Annual International Sports Event Management Awards 2012, Axiata Cup was awarded with the 1st place in the Event Marketing category as, with help of creative marketing campaigns and an innovative event format, it made its mark as a competitive addition within the sport of badminton and also helped to further promote the sport.
In 2013, Axiata Cup is taking the sports of Badminton onto a whole new level, as we will be embarking into digital campaigns to further spread the news and action of the competition. Social media will play an integral role in the promotion of the sport, as there will be various exciting and fun activities for fans to be involved in on Facebook, Twitter and YouTube. As part of our commitment to the digital platform, Axiata Cup will also be the first to use the innovative virtual branding at all Axiata Cup matches.