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Lookers serves as ace as badminton players’ car supplier

Lin Dan in action at the All England Open Badminton Championships

Lookers will get the world’s best badminton players motoring as the official car supplier to the 2017 YONEX All England Open Badminton Championships.

The top AM100 group will provide a fleet of Mercedes-Benz cars to players competing in the major sporting event, which is one of only five Badminton World Federation Superseries Premier tournaments - the top-tier of global elite badminton.

It is also the oldest, and is considered to be the most prestigious, open badminton tournament in the world.

The championships feature the sport’s top 10 ranked players across all disciplines and welcomes entries from 32 countries. The event has a global TV audience of over 160 million households.

Adrian Christy, chief executive of event organisers Badminton England, said: “I am delighted to welcome Lookers Group to the YONEX All England.

“Mobilising the global badminton family is an integral part of our world class event delivery in Birmingham and, with Lookers on board, we have a top class partner to make this happen.”

Andrew Pace, head of fleet services for Lookers Group, said: “Lookers has a history of supporting key sporting events here in the UK, both professional and at grass roots level, and we are always looking for opportunities to help promote sports that perhaps don’t get as much exposure as others.

“The Championships are a perfect match for us; as well as being a fantastic showcase for national and indeed international athletic talent and prowess, badminton has always had an important part to play in local communities across the UK, reflecting our own position and values as both a retailer and employer at a national level.”

The partnership is Lookers’ first relationship with the YONEX All England and the sport of badminton. In addition to the branded fleet of vehicles it sees the group enjoy courtside and big screen branding as the Barclaycard Arena, Birmingham welcomes over 30,000 sports fans, families and VIPs during the week of competition.

The Lookers brand will also be visible to a worldwide online audience through the event website - which enjoys over one million page views during Championship week - and streamed coverage in selected countries.

The YONEX All England Open Badminton Championships take place at the Barclaycard Arena, Birmingham between March 7th and 12th.

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