Badminton England seek expert advice to help better its brand

By Sportsbeat staff

BUSINESS experts from McDonald's to Intel have joined forces to aid Badminton England in its bid to become bigger and better both on and off the court.

SEEKING ADVICE: England's badminton team from the Commonwealth Games in India last year

The national governing body, as part of a broader review, has appointed five world-class marketing and communications specialists to sit on their newly-created business board.

That consists of Patrick Nally, founder of West Nally, Alastair Marks, head of sponsorship at McDonald's UK, Andy Greenhalgh, worldwide director market analysis at Intel as well as David Horby and communications director 2012 for London and partners Mark Howell.

All five will join five representatives from Badminton England, including chief executive Adrian Christy and national centre manager Mark Burbidge on the business board.

Along with a finance and badminton boards they will provide advice and guidance to Badminton England's board of directors and corporate management team.

And Christy said: "Working with such experienced and talented people on the business board is extremely exciting.

"With over four million people playing badminton in England each year, the insight of these individuals will be invaluable in helping us maximise commercial opportunities and better connect with a much wider audience of enthusiasts and players.

"I am extremely grateful that five real industry experts have been prepared to give up their valuable time to share their expertise and support the further growth of our sport."

© Sportsbeat 2011