Badminton World Federation secretary general Thomas Lund has hailed the work of Red Bull China for developing the sport at grassroots level, and hopes it brings 'joy, unity and health' to current and future participants.

Red Bull China are so committed to the advancement of the sport at participation level they recently conceived a grassroots tournament open to 50,000 competitors, and the concept has been applauded by Badminton's governing body.

“One of the key strategic goals for BWF is to further strengthen the development of grassroots badminton. Badminton can bring joy, unity and health to the many millions of badminton players," said Lund in a press conference in Beijing.

"And at the same time this will allow us to find and help develop coming generations of badminton stars – who knows maybe the next Lin Dan or a young Li Xuerui,” he said, applauding the tournament concept.

“I would not be surprised to see some talented amateurs emerge from this tournament (the Red Bull Badminton Tournament), given badminton’s immense popularity in China. May I wish Red Bull well in this endeavour.”

Along with their investment in badminton's grassroots, Red Bull China have also struck a corporate partnership with the BWF, which runs between 2013 and 2016 inclusively, and commences at the Sudirman Cup in Kuala Lumpur in May.

This partnership will also extend to the BWF World Championships, with this year's event scheduled to take place in Guangzhou in August, while Red Bull China will also be involved with the biennial Thomas and Uber Cup tournaments.

Lund has lauded the newly formed partnership with Red Bull China, and hopes it proves to beneficial for all parties involved over the course of the four-year agreement.

"This cluster of events is BWF’s signature collection and brings the badminton values to the world fans. For any individual or country to win one of these titles – for instance to become a world champion – is traditionally and undoubtedly a moment of great pride and honour," he added.

"BWF is proud to be able to share these values with a world famous brand like Red Bull China and we are sure that this cooperation will be a mutually strong and beneficial relationship."

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