BADMINTON England's brave new world

Welcome to a bright new future for English badminton.

And what better time to launch the new image of the Badminton Association of England than just 48 hours after Nathan Robertson and Gail Emms' latest triumph in winning the mixed doubles title at the Yonex All England Championships in front of a capacity crowd at the National Indoor Arena.

Record Birmingham crowds attended the Championships to show that badminton interest is booming. And things are about to get even better.

From Tuesday March 15 the BA of E (the governing body for the sport in England) will have a new title – BADMINTON England – and with the new name will go a new approach to a sport played and loved by so many.

Play it. Love it. Live it. That will be the mantra for badminton players throughout England, whether they are Elite professionals chasing Olympic dreams, club players emulating their idols, or leisure centre and health club players competing just to keep fit or simply to enjoy themselves.

BADMINTON England is eager to embrace an ever-changing, technological world and, to that end, the pace of life will be reflected in the Association’s day-to-day activities and through an exciting new-look, user-friendly web site due to be launched on April 3 www.badmintonengland.co.uk

The new image is designed as part of the Whole Sport Plan, for which BADMINTON England is receiving substantial grant aid from Sport England.

Key features in the Plan are:-

- a major new development strategy to get more and more playing the game, across the country;
- the Elite Play programme, dedicated to winning more medals and events for England and GB;
- a new commercial strategy for the Association to reflect its already professional approach and to raise more funds for future development;
- maintaining the service and standards at the magnificent National Badminton Centre in Milton Keynes. (If you haven’t been, it really is worth a visit to see the superb facilities);
- more and better coaching and the release of a brand new coaching DVD;
- better service and products for members;
- events throughout the country, to provide competition at all levels;
- enhanced effort in schools and clubs.

The new image will be more appealing to more people and will encourage an explosion in membership, especially following the magnificent efforts of Nathan Robertson and Gail Emms at the Olympic Games.

The name BADMINTON England will help shed the old-fashioned image and false perception that badminton is just a pastime when it’s a skilful, athletic and demanding sport. But that vital sense of history, an integral part of an Association dating back to 1934, will not be lost.

Indeed, history will still play its part in the new BADMINTON England with the Museum at the National Badminton Centre already boasting photographs of the stars who have brought England so much success already.

David Teasdale, the Interim Chief Executive of BADMINTON England following the departure to Sport England of Stephen Baddeley, has been at the heart of the rebranding operation.

Teasdale, who on Wednesday escorted BADMINTON England Patron, the Duke of York, around the Yonex All England Championships and explained the exciting new changes to him, said: “This rebranding reflects our determination to build a great future on the foundations of a magnificent history.

“The voluntary and professional force of BADMINTON England will now drive forward to develop and grow the game throughout the country. We are grateful for the terrific support of our partners, especially, of course, Sport England.”

So welcome to BADMINTON England. Remember - Play it. Love it. Live it!

Stand at the All England Championships