Laymau, which makes sauce flavoured liquors, has been named the "official spirit" of the 2019 BWF World Championships in Nanjing ©BWF

The Badminton World Federation (BWF) have named Laymau as the "official spirit" of this year's BWF World Championships, due to start in Nanjing in China on Monday (July 30).

Laymau, founded in 1941 and makes sauce flavoured liquors, was named as an official partner of the tournament at a special ceremony in Beijing.

"I have no doubt that Laymau’s presence shall enliven the Championships,” BWF commercial and communications director Owen Leed said at the ceremony.

"The World Championships attracts the elite of our sport and the fact that Laymau has chosen to align its product with an event of this calibre sends a strong message, especially in a country that lives and breathes badminton."

BWF commercial and communications director Owen Leed claimed the partnership with Laymau sends a
BWF commercial and communications director Owen Leed claimed the partnership with Laymau sends a "strong message" about the strength of badminton in China ©BWF

Leed went on to describe Badminton as "the sport of choice" for many Chinese, citing the importance of China for badminton’s commercial success.

Laymau claimed in a statement that their partnership with the BWF "underlines its interest" in promoting the sport.

Officials that attended the ceremony included former BWF vice-President Liu Fengyan, the head of sales at Infront China Oliver Ceccaldi, the general manager of Kweichow Leymau Su Mengjue and his deputy Zhu Shulin.

The Championships will be played at the Nanjing Olympic Sports Centre and are due conclude on August 5.