MUMBAI: Badminton Europe, the governing body of badminton in Europe, has chosen Total Sports Asia (TSA), to distribute the international TV rights to its events for the cycle 2013-2016. The events include the European Championships, European Mixed Team Championships, European Men?s and Women?s Team Championships as well as the European Club Championships.

Badminton Europe, who had recently issued a tender for its media rights, are looking for a much wider exposure of their events around the world and chose to appoint TSA, which has been distributing badminton events as the media partner of the Badminton World Federation (BWF) since 2005 as well as organiser and distributor of the prestigious Axiata Cup.

Badminton Europe General Secretary Brian Agerbak said, "With TSA we have found a professional and badminton-experienced sports marketing agency. The cooperation with TSA will ensure better exposure for our European badminton events. We are hoping to reach a new level of promoting our badminton events in Europe. I am looking forward to a good working relationship."

TSA?s Chief Content Officer Julian Jackson said, "Our company has a long and successful history with the sport of badminton and we are delighted to extend that with Badminton Europe, particularly as they are such a professional and well run organisation. We strongly believe that we can help take European badminton not only to its home markets but also to the rest of the world given our experience success with the BWF."