Strategy Development in the Badminton World Federation (BWF)

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by: Dr David Cabello, member of the Council and Executive Board of the Badminton World Federation (BWF)

Lecture Theatre B33
Malet Street Building
Birkbeck College
Malet Street
London WC1E 7HX

Monday 12th June 2017 at 6pm

For directions click here.

Attendance at the event is free but you need TO REGISTER.

Chatham House Rules – no external reporting without the permission of the speaker.


Badminton is one of world’s most popular racquet sports. It is particularly popular in Asian countries. The Badminton World Federation (BWF) is recognised by the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) as the international governing body for badminton. It became an official Olympic summer sport at the 1992 Barcelona Olympic Games.

In July 2014, the BWF celebrated 80 years since it was established. This was an opportunity to reflect on the global spread of badminton, the development of BWF’s membership and how BWF itself has evolved over the last 80 years. In late 2014 the BWF Council set up a formal process to review performance against the KPIs the organisation had set for itself over the  2012 – 2016 period. A key task was to establish a successor plan that strategically positioned the sport to maximise opportunities in an increasingly competitive global sports market. It subsequently published a strategic plan for the development of the sport over the 2016-2020. The report contained four key Strategic Focuses. The first two – Entertainment and Participation – are core business for BWF. The other two – Capacity and Partnerships are ‘enablers’ that support the achievement of all strategic goals.

In this presentation BWF Council and Executive Board member David Cabello discusses the process of how the BWF Strategic Plan 2016-2020 was developed, reflects on progress in meeting the KPI’s set out in the plan to date, and outlines some possible lessons for other sporting bodies for their strategy development processes drawing from the BWF experience.


Dr David Cabello is a member of the Council and Executive Board of the Badminton World Federation (BWF), the world governing body of the sport of badminton. He is the Chair of the Development and Sport for All Committee and of the BWF Executive Board member since 2009. He has been instrumental in driving the development  of the sport through a wide range  of initiatives including the Shuttle Time Schools Badminton programme, coach education and membership development. He is also a member of the IOC & International Relations Committee, the Communications and Media Committee, and the Finance Committee.

A strong advocate for sustainable development and research in badminton, David initiated the BWFs research grants programme, and advocated for scientific studies to be undertaken to develop innovative equipment for outdoor badminton.

David is the President of the Spanish Badminton Federation, an Executive Committee Member for the Spanish Olympic Committee and an Executive Committee member of FISU (the International University Sports Federation). David is a Senior Lecturer at the Faculty of Sport Science at the University of Granada, has a PhD in Physical Education, Exercise and Sports Science from the University of Granada.


Contact Details

General Seminar Series Details

For further details on this seminar contact:

For further details on the Birkbeck Sport Business Seminar Series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street

Tel: 020 7631 6763


Twitter: @Birkbecksport

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