RED ARMY

Will the Red Army change the image of badminton?

Forget nuclear missiles. Russia's military arsenal will soon be bristling with badminton rackets.

Hoping to keep soldiers and recruits in fighting form without great expense, the Defence Ministry plans to buy 10,000 badminton rackets and tens of thousands of shuttlecocks next year.

"Playing badminton uses the same muscles as throwing grenades, knives or other objects," says head of the ministry's physical preparation department, Colonel Alexander Shchepelev.

"That's why this sport is very good for all servicemen without exception."

"Watching the shuttle will be particularly good practice for snipers and riflemen."

"Following the shuttlecock trains the eye muscles, strengthens the cardiovascular system and develops reaction speed."

Sport complexes at seven facilities for Russian draftees have ten marked-out badminton courts each, and military bases will also receive rackets and shuttlecocks.

This is what badminton needs a tougher image. Where Badminton England and other governing bodies have failed for years, lets hope the Red Army can launch badminton in a new direction.
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WRONG BRANDING?

Did Adrian Christy get the branding for Badminton England wrong?

At the time, Adrian explained in articles written for Badminton England’s magazine and with e-mail correspondence to me explaining how he felt badminton had a ‘good image’ and wanted to communicate badminton as a friendly, fun and inexpensive game.

Badminton England developed a tag line – ‘play it, love it, live it’

I expressed my concerns to Adrian, saying how I believed Badminton had a very poor image and BE needed to say something specific, factual, about badminton that would start to address it’s image as a ‘soft – tip tap game’. Rather than use a vague marketing line.

My thinking was to use a line based around ‘badminton the world’s fastest racket sport’.

I had conducted some research whilst travelling in the UK and asked people how they would describe badminton and there reaction when I mentioned it was the world’s racket sport. I found most people were unaware of this and very surprised to learn abut badminton’s dynamic qualities.

Even after several discussions and a meeting with BE’s Commercial Director I couldn’t find a way to change their marketing strategy for badminton.

I developed a range of ideas which I initially used for t-shirts with various images all using ‘the World’s fastest racket sport’ line. These ideas were forwarded to Badminton England and Badminton Europe.

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MY TROPHIES

Look at these couple of beauties. I’d like to meet the person who designed them.

I wonder how the thought process began?

'Err we need a badminton trophy……well that’ll be shuttles, rackets, nets……...
why not stick in a medal too….arr problem there’s not enough room for two big rackets…….don’t worry just use a small one instead'

You’ll need the negotiating powers of the United Nations to get these displayed on the mantelpiece at home.

Fingers crossed for 'less is more' next season.

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TAXI FOR CHRISTY

This week Badminton England announced another internal re-shuffle.

Images of musical chairs and pass the parcel comes to mind.

In August Wembley will host the World Championships and then next summer there is the little matter of the London 2012 Olympics. A once in a lifetime opportunity for UK badminton to shine.

As Gail Emms, probably the best known badminton star in England reiterated to the BBC – ‘the sport is in a bit of a state now, which is sad. They should have had a complete overhaul after the Beijing Olympics and started from scratch.’

Even the thickest skinned BE mangers and board members should feel embarrassed by the current performance of badminton in England.

Over the past four years the current Chief Executive directives with board approval have resulted in badminton’s decline. The now infamous strategic ‘100 point plan’ with expectations of medals in major championships has proved to be a disaster and taken Badminton England in the wrong direction.

No amount of spin from BE can hide the facts.

Why should the current management who have overseen an increase in administrators and a fall in the number of funded badminton players be given another four years and millions of tax payer’s money to fail again.

They should be queuing at the nearest taxi rank.

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FASHION CONNOISSEURS

Here’s a picture of tennis star Serena Williams wearing a pair of shorts.
Hang on, those fashion connoisseur chiefs at the Badminton World Federation have decided that all female players should only wear skirts or dresses in Grand Prix tournaments from June 1 to help ‘sex-up’ badminton or ‘to ensure attractive presentation of badminton’.

You just know, without asking, that they are predominately old gits who run these sport governing bodies.

Apparently, this new dress code is a direct response to a report by sports consultants Octagon which found that badminton competitor’s attire was considered boring and unfashionable by potential television viewers.
Sponsors compared badminton unfavourably with tennis, where glamorous stars such as Maria Sharapova and Venus Williams attract as much attention for their outfits as their ground strokes.
Is it just me, but the obvious reason why Sharapova, Venus & Serena receive so much attention for their outfits is that they are all interested in fashion and work very closely with their apparel sponsors to design outfits which express their own tastes and personalities. Which makes it more interesting for viewers to watch.

Banning shorts for female badminton players is just a silly, simplistic answer to a more complicated issue of badminton’s poor image.
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GAIL EMMS SPEAKS HER MIND

In the four-monthly review of Team GB's preparations, badminton and handball were the only two sports to get "reds" in a traffic-light rating system.

"I'm not at all surprised - this should have come two years ago," said Emms.

"They should have had a complete overhaul after the Beijing Olympics and started from scratch.

The sport has faced off the court a miserable year when badminton became the only summer Olympics sport to have its funding reduced in December.

That £540,000 cut was made by UK Sport, the agency that distributes lottery and public money to elite sport, and it was UK Sport's "Mission 2012" review process that flagged up badminton's worrying prognosis.

A UK Sport official told BBC Sport this was effectively a "cry for help" from within badminton and steps are being taken to get the programme moving forward again -

"Performance at an elite level requires open and honest self assessment from top to bottom," said Adrian Christy, Badminton England's chief executive.

"The Mission 2012 process facilitates this level of frank critical analysis and our determination to achieve was evidenced by the fact we chose to rate our system as red in October of last year.

"We have fully grasped the opportunity to work with UK Sport to find creative and sustainable solutions to the challenges we face. We are under no illusions; this is not going to be a quick fix.

For Emms, this is level of honesty is encouraging but it could have come sooner if badminton, which was originally handed a 2012 budget of £8.63m by UK Sport, had been more realistic.

"The sport is in a bit of a state now, which is sad," she said.

"It's a shame that a sport didn't feel it could be more honest about its prospects. There is talent in the system but we've wasted two years."
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LIGHTSABER BADMINTON

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ADVERTISEMENT

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FASTEST RACQUET SPORT

How many people outside of badminton know that it's the World's fastest racquet sport?

To help gain more awareness of this fact, most presume tennis to be the faster racquet sport.
I have designed a t-shirt graphic, using a famous tennis saying to bring attention to;
'Badminton.
The World's fastest racquet sport.'

International Scottish badminton player Alistair Casey pictured wearing the t-shirt. Available in various colours and sizes.
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PLAY BADMINTON

 
I designed a graphic to encourage more people to play badminton.

The idea is based upon using the rotational properties of a badminton shuttle.
Also by using capital 'BMT' characters I am hoping to imply a stronger image for the dynamic sport of badminton.

Hope you like it.
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