December 7 - Yonex were today unveiled as the sponsor of the 2010 European Individual Championships to be held at the M.E.N. Arena in Manchester in April.
Yonex, who have been title sponsors of the All England Championships, since 1984, comes just nine months after the world's number one badminton brand agreed a five-year extension of their All England partnership through to 2014, by which time the sponsorship will be the longest in UK sport at 31 years.
Yonex already play a vital part in European badminton.
This time last year Badminton Europe announced an extension of their partnership with Yonex through to 2012 to be the official shuttles, court equipment and stringing suppliers for European Championships.
As a result, Yonex played a key role in the European Team Championship at Liverpool's Echo Arena in February.
The Yonex European Badminton Championships in Manchester marks the first time the individual events have been staged independently of the team event.
Adrian Christy, the chief executive of Badminton England, said: "I am delighted to be able to further extend our tremendous partnership with Yonex.
"The Yonex European Badminton Championships is stage two of our amazing series of major events as we prepare for the Olympic Games in London in three years time and we are proud to move into 2010 with one of the biggest names in badminton alongside us."
Yonex International Division executive managing director Keiichiro Yanagi said: "Yonex is delighted and proud to be the title sponsor of the European Badminton Championships next year in Manchester.
"Sponsoring this top-class event represents our continued investment in badminton and the further cementing of our relationships with Badminton Europe and Badminton England.
"The delivery of a top, world-class performance every time has always been the philosophy of the Yonex company.
"This, I believe, has been the main factor in us achieving the position of the world’s number one badminton equipment manufacturer.
"In this privileged position we have a responsibility to deliver on our Company mission, namely: To contribute to the development of the world's social culture through sport and to surprise and delight all our customers.”
The partnership all adds up to an exciting six weeks of badminton for England fans with the Yonex All England Championships in Birmingham’s National Indoor Arena taking place from March 9-14 and the Yonex European Badminton Championships being staged at the M.E.N Arena Manchester from April 14-18.
Top England doubles player Jenny Wallwork, who is part of the Yonex stable of players, said: "I was born in Bolton and my family roots are in the North-West so it's a tremendous boost for badminton in the region to have another major event taking place there.
"I am really looking forward to playing in the Yonex European Badminton Championships in Manchester."
January 2008: More major events heading to Britain in 2012 build-up