In a significant boost for Indian badminton, Eurosport India and the Badminton Association of India (BAI) have entered into a three-year broadcast partnership for the Yonex Sunrise India Open, covering the 2026, 2027 and 2028 editions of the prestigious tournament.
The agreement marks a decisive shift from the earlier year-on-year broadcast arrangements, signalling a long-term commitment to stability, growth and enhanced visibility for one of India’s flagship badminton events.
The partnership will begin with the Yonex Sunrise India Open 2026, scheduled to be held from January 13 to 18 in New Delhi. Under the new agreement, Eurosport India the premium sports channel of Warner Bros. Discovery (WBD) will provide comprehensive coverage of the tournament, bringing elite international badminton and India’s top shuttlers to audiences across the country.
For Indian badminton, the move represents more than just a broadcast deal. It reflects the sport’s evolving commercial and strategic maturity, where continuity and long-term planning are increasingly seen as essential to building fan engagement and strengthening the tournament’s global standing.
A Shift Towards Long-Term Vision
In recent years, the Yonex Sunrise India Open has established itself as a key stop on the BWF World Tour, consistently attracting top-ranked players from across the globe. However, broadcast arrangements were often negotiated on a short-term basis. The new three-year agreement changes that dynamic, allowing both Eurosport India and BAI to invest in sustained storytelling, deeper athlete narratives, and consistent presentation standards.
Arjun Nowhar, Senior Vice President and Managing Director for India and South Asia at Warner Bros. Discovery, emphasized the importance of this approach. “This long-term partnership with the Badminton Association of India reflects our focus on building marquee sports properties through consistent, high-quality broadcast and storytelling,” he said. “By committing to the Yonex Sunrise India Open over an extended period, we can move beyond event-led coverage and create sustained engagement for fans, athletes, and partners alike.”
Nowhar also highlighted the broader value Eurosport brings as part of a global media network. With its international reach and established production expertise, Eurosport is well placed to elevate the India Open’s profile beyond domestic borders and position Indian badminton more prominently on the world stage.
Expanding Beyond Live Coverage
One of the key advantages of a long-term broadcast partnership lies in what happens beyond the matches themselves. Over the next three years, Eurosport India and BAI are expected to collaborate closely on content initiatives that extend past live telecasts. This includes athlete features, behind-the-scenes programming, historical storytelling, and digital-first content aimed at younger audiences.
Such an ecosystem-driven approach has become increasingly important in modern sports broadcasting, where fan engagement is built over time rather than concentrated solely around match days. For badminton, a sport that enjoys strong participation and growing viewership in India, this represents an opportunity to convert casual viewers into long-term followers.
BAI General Secretary Sanjay Mishra echoed this sentiment while speaking about the association. “The Yonex-Sunrise India Open has grown steadily over the years, both in terms of competition and audience interest,” Mishra said. “Partnering with Eurosport allows us to take the tournament to a wider television audience and ensure fans across the country can follow the action closely. This collaboration reflects the growing appetite for badminton in India and our commitment to making the sport more accessible.”
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The timing of the partnership is particularly significant. India is set to host the BWF World Championships later in 2026, further cementing its place on the global badminton calendar. The India Open, followed by the World Championships, places the country at the center of elite international badminton for much of the year.
From a strategic standpoint, consistent broadcast coverage of the India Open over three seasons creates a strong narrative bridge leading into and beyond the World Championships. It also offers Indian players greater visibility in front of home audiences at a time when the next generation is seeking to establish itself alongside established stars.
Eurosport’s Growing Indian Sports Portfolio
For Eurosport India, the agreement reinforces its expanding footprint in Indian sport. Over the years, the broadcaster has positioned itself as a destination for Olympic and Olympic-aligned sports, focusing on depth, context, and athlete-driven storytelling rather than only marquee events.
The India Open partnership aligns well with that philosophy. Badminton, with its strong Olympic relevance and India’s proven international success, fits seamlessly into Eurosport’s broader programming strategy.
As Indian badminton continues its upward trajectory, the importance of long-term partnerships cannot be overstated. The three-year agreement between Eurosport India and BAI provides a foundation of consistency that benefits all stakeholders players, fans, sponsors and administrators alike. More importantly, it signals confidence. Confidence in the India Open as a marquee event, confidence in Indian audiences’ appetite for badminton, and confidence in the sport’s ability to sustain growth through structured planning and quality presentation.
As the Yonex Sunrise India Open 2026 approaches, the focus will rightly be on the action on court. Yet, behind the scenes, this partnership may prove just as impactful in shaping the future visibility and stature of Indian badminton on the global stage.
