Trenton Szeto

USA Badminton
Operations
Linda French
[email protected]
MKT 393
5/24/2022

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I. Background
Introduction to Company/Organization
USA Badminton is the non-profit national governing body for the Olympic
sport of badminton in the United States and is currently headquartered in
Colorado Springs, Colorado. It is organized under the United States
Olympic and Paralympic Committee. It is classified under Other
Amusement and Recreation Industries (13). The mission of USA
Badminton is to “foster the growth of badminton in the United States of
America and competitive excellence by U.S. athletes in international and
Olympic competition” (3).

The organization does this by overseeing sanctioned junior and adult

tournaments across the country, developing grassroots initiatives to increase
visibility and participation in the sport, training coaches and volunteers, and
developing athletes to compete internationally under the flag of the United
States (10). USA Badminton is a member association of the Badminton
World Federation, which serves as the international governing body for
badminton under the International Olympic Committee, and Badminton Pan
America, which serves as the regional governing body for badminton in the
Americas.

II. Environments
A. Competition:

As USA Badminton is one of many other national governing bodies for

sports in the United States, all of the other sport national governing
bodies could be considered competition as they are all competing for
high performance athletes, junior athletes, coaches, volunteers, and
general membership. There are almost fifty other national governing
bodies in the United States Olympic and Paralympic Committee. (See
Exhibit 1)

Among these other national governing bodies are sports such as table
tennis, pickleball, and squash that all share similar styles of play and
participation. Therefore, USA Table Tennis, USA Pickleball, and US
Squash can be considered competitors. Out of these, only table tennis is
an Olympic sport. Something that all of these sports share with
badminton is that their participation levels and membership are below
that of many other larger sports and national governing bodies such as
USA Soccer or USA Gymnastics.

B. Technology:

The 21st century has brought a vast number of ways for fans and athletes to
engage with their interests. Especially with the pandemic, digital
transformation has greatly accelerated in all aspects of business and
consumers are finding that there are limitless possibilities to leverage
connectivity (12). One of the biggest examples of this is the development of
5G, which now allows users to stream high quality video and information at
a faster rate and in a more convenient medium than ever before (2). This is
particularly key for a sport such as badminton in which the majority of

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popularity is overseas in Asia and Europe for international tournaments.
However, fans in the United States are still able to keep in touch with the
results of their favorite U.S. athletes by watching live streams and engaging
with real-time social media.

Streaming sports has quickly become a popular way to view sports without
having to purchase a cable plan or watch on TV. This is especially important
for international sports like badminton where the only TV coverage is
generally in the host country. Badminton World Federation streams large
tournaments on their YouTube channel (See Exhibit 5). During the
pandemic, even high school sports were streaming matches. NFHS network
is a live-streaming service that caters to high schools around the country that
saw a 225% increase in total views during the 2020-2021 season (15). While
it covered all sports, in the badminton world specifically it was viewed
positively because there is remarkably less badminton coverage in the United
States. The Illinois area is home to the second-largest high school badminton
program after California and had the state finals streamed during the 2020-
2021 season (See Exhibit 7) as well as schools offering livestreams for
regular season meets (See Exhibit 8).

Digital presence has become key for organizations in the entertainment and
sports industries because it serves as a way to gain visibility and interact with
stakeholders. Digital transformation had already been occurring prior to the
pandemic, but the pandemic did jumpstart more organizations to join the
trend. Salesforce describes digital transformation as “the process of using
digital technologies to create new – or modify existing – business processes,
culture, and customer experiences to meet changing business and market
requirements” (14). This is incredibly important for the sport of badminton as
an international sport because of how distributed the audience and
stakeholders are.

By an extension, this is important for Badminton World Federation as well as

member associations like USA Badminton. An article for MIT Sloan School
of Management reads “In seeking to become ‘digital masters,’ today’s
business leaders should prioritize employee experience, customer experience,
and operations, says MIT Sloan’s George Westerman” (5). Badminton World
Federation is based in Malaysia but has employees around the world and
interacts with member association employees and other stakeholders. From
an operations and employee experience standpoint, everyone must be able to
easily and efficiently complete their tasks. An example of this is the
international entry system, where member associations enter their players
into international tournaments (See Exhibit 8). From a customer experience
standpoint, this covers the social media efforts. (See Exhibit 9).

C. Economy:

The economy took a downturn during the pandemic. As people lost their
jobs, they also lost disposable income and became focused on essential
spending. In addition, sports had to halt as it became unsafe to have groups

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of people together. As a result, membership for all national governing bodies
for sports sharply declined and events were cancelled, resulting in losses of
millions of dollars (6). Now coming out of the pandemic, there is an
opportunity to regain and grow that membership as people look for ways to
make the most of life outside of the pandemic. A report from Brookings
found that disposable personal income was higher in 2020 and 2021 than if it
had continued its trend growth from the previous five years and that “In
aggregate, DPI has so far been higher than trend by a total of $1.4 trillion
since the start of the pandemic” (1).

The price of airfare has greatly increased, with CNBC writing “In the last
year, the consumer price index for airline tickets has shot up by 25% - the
largest jump since the Federal Reserve of St. Louis began tracking the index
in 1989” (7). This affects our athletes, technical officials, and staff members
traveling domestically and internationally to participate and work. With
badminton being a global sport and even the U.S. being a massive country,
flying is the only way that all of those stakeholders can travel.

D. Legal or political factors:

The unrest in Ukraine has pushed up international shipping prices. The

International Monetary Fund predicted that the war would aggravate supply
chain disruptions that were already occurring due to the pandemic and keep
global shipping costs higher for longer (4). Many of the tournaments in the
European area around Ukraine are considered unsafe. Tournaments in Russia
have been cancelled or postponed and Russian athletes have faced resistance
in the badminton world as well (11).

Li-Ning is currently facing a U.S. ban on imports due to concerns of forced

labor of North Koreans. As one of the leading badminton brands out of
China, this has significant impact on the sport. Li-Ning also has a presence in
the NBA in the form of marketing and sponsorship efforts (8).

E. Customer trends:

One of the biggest trends during the pandemic was the growth of pickleball
participation among Americans. Rather than play badminton, squash, or
tennis, they flocked to a sport that advertised itself as combining tennis,
badminton, and table tennis. BBC reported “According to the Sport and
Fitness Industry Association (SFIA), pickleball participation grew by a
whopping 21.3% last year as Americans looked for new ways to stay active
during the pandemic” (9). Part of this is likely because it is an outdoor sport
that allowed for social distancing, whereas badminton and table tennis are
indoor sports and tennis already has a large following and participation level
in the country and around the world.

F. What is the effect of Covid-19 on this industry and suppliers in this

industry?

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 As noted in the sections noted above, Covid-19 has had far-reaching effects
on the sports world not just directly but indirectly as well. The emphasis on
social distancing and avoiding crowded indoor areas and close contact led to
an increase in participation in sports such as pickleball that were played
outdoors. Other activities like hiking, cycling, running, and tennis continued
to become more popular while indoor sports like badminton and table tennis
struggled due to facilities being shut down.

However once sports participation began again, streaming and digital

transformation trends were in overdrive for every industry. Specifically for
sports, more high schools and universities were utilizing streaming to make
up for the restrictions on spectators at sporting events. Specific to badminton
clubs, there were some that started to stream tournament matches as well at
their own cost.

From a financial perspective, the economy took a downturn during the

pandemic but as the shown above, disposable income actually increased later
on. As the pandemic progressed and sports have allowed participation again,
there has generally been an increase in people taking advantage of those
opportunities as found above with pickleball.

The pandemic has caused supply chain and shipping issues that continue to
persist. Even when cases are low, supply chains and shipping can be
disrupted by an uptick in cases in just one important location. This means
that sports suppliers can have some difficulty with their stock and
distributing to customers.

III. The Organization’s Marketing Mix

A. Target Market:

The target market is everyone in the badminton community. This includes

athletes (juniors, adults, seniors), parents, coaches, volunteers, technical
officials, club owners, and others. The most participation and revenue
comes from the junior program. Therefore, the influence comes from the
parents of junior parents and the coaches and clubs that participate in the
junior program. Juniors will join the badminton clubs for training, and
then compete on behalf of the club at USA Badminton tournaments.

The sub-set to focus on will be the junior parents, coaches, and club
owners as they are the ones in local areas that are getting juniors to
participate and preparing them for competition. There are over a thousand
junior players that have currently active memberships and about half that
number of coaches and parents with membership.

B. Offering (Product/Service):

USA Badminton offers membership, sanctioned junior and adult

tournaments, and international tournament entry to athletes. For parents,
clubs, technical officials, and other volunteers, USA Badminton offers

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logistical planning, coaching education, technical official training, and
badminton media, and club insurance. (See Exhibit 10). These are similar
offerings that other NGBs have for their stakeholders.

C. Revenue/Pricing:

As a non-profit, USA Badminton relies on membership fees, tournament

entry fees, and donations. It also utilizes some grants and sponsorships.

D. Distribution:

The badminton community in the United States is spread across the

country but particularly focused on the West Coast, East Coast,
Midwest, and South. USA Badminton divides the United States into six
regions, in which each region has junior tournaments sanctioned to feed
into a Junior National Championships. Much of the distribution of USA
Badminton’s services and communications happens online because of
how spread out the stakeholders are. Emails, press releases, and news
articles on USA Badminton’s website and social media channels are
how the organization spreads word to the stakeholders. (See Exhibit
11).

E. Marketing Communication:

The Communications Specialist is the primary handler for marketing

communication and online engagement with the stakeholders. This is
done primarily through the website and social media, with email
campaigns sent out quarterly. (See Exhibit 2, 3, 4). USA Badminton
utilizes its website, Mailchimp, Instagram, and Facebook for the
majority of communications and marketing.

Success is measured through engagements, impressions, and clicks. The

email campaigns sent through Mailchimp are to a list of 4000 active and
recently active memberships and measured through open rate, click rate,
and clicks per unique opens. In Instagram and Facebook, success is
measured through engagement (reactions, comments, etc), impressions,
and page likes/followers. Facebook has 8.3k likes and a reach of over
10k. The Instagram has 10.4k followers. The website has monthly about
9k active users with 35k page views and 15k sessions.

The messages and content themselves are generally crafted by either the
Communications Specialist or the CEO to keep the messaging and tone
consistent with what the organization is looking for. They include
announcements of tournaments, updates to processes and logistics,
results from international athletes, and messages from sponsors. The
announcements are generally neutral in tone. The most exciting and
engaged-with content are tournament updates and results that include
pictures of athletes. One of the most recent large tournaments, the
Thomas & Uber Cup Finals, utilized embedded livestream links that
drove up traffic and engagement with all the associated content for USA
Badminton.

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 There are not currently any paid advertisements or work with
influencers. Public relations is handled by the Communications
Specialist and CEO. Any emails that go to
[email protected] are sent to the Communications
Specialist, who will then pass it along to the appropriate staff member if
a specific response is needed.

IV. SWOT Analysis:

(See Exhibit 12 for SWOT Chart)

Strengths:
Badminton is one of the top racket sports and continues to grow in the U.S.
based on the membership growth for USA Badminton. The junior program is
gaining more traction with pandemic rebound tournaments having higher
participation than ever before. The organization has also defined clear areas of
high growth in the country to six regions. (See Exhibit 13).

The organization also does well in responding to its stakeholders and portrays
itself as helpful and open in terms of customer service.

Weaknesses:
There are areas with very low or no participation. USA Badminton does not
have the staff, time, or marketing resources to develop the sport in those areas
and focuses instead on the known interest areas. There are few sponsorship
opportunities and a lack of clear marketing efforts. All efforts are towards the
general operation and not as much to building marketing efforts.

The website and social media could be much more exciting and has more
potential than what they are currently used for. There is no clear schedule for
news articles, press releases, and email blasts. As a non-profit, funding and
revenue is generally of a concern.

Opportunities:
Stakeholders are quickly adapting and enjoying digital media and streaming
content. This is key to building a bigger community and image for the sport and
organization. Bloggers, vloggers, and other influencers are a growing way to
create interest and capture new audiences. Digital transformation has created
limitless opportunities to increase the experience for employees, customers, and
to improve operations. Streaming is easy to set up and very popular with
stakeholders.

More benefits can be added to USA Badminton membership to help draw more
interested parents and coaches. Many other sports offer much more competitive
benefits that make it worth the membership payment for parents. This is
especially true as disposable income continues to increase for all.

Badminton interest grew as a result of the Tokyo 2020 Olympics and should
continue to grow given that the Paris Games are not that far away in 2024.
Additionally, LA will get the Games in 2028 and given the close proximity to

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 the unofficial badminton hub in the U.S. in California, there will likely be
excitement. This will lead to greater participation in the sport as younger
athletes ramp up their involvement to try to make the rankings for the Games.

Threats:
The growth of pickleball during the pandemic was interesting given the
similarity to badminton. It also received much more media attention than other
sports, including badminton. As a sport, it is a competitor to badminton because
there are players that are choosing pickleball over badminton. Table tennis,
squash, and tennis are other racket sports that are similar to badminton that can
be seen as competitors.

The economy is a threat due to the image of sports as non-essential. Badminton

is an expensive sport due to having an aspect that is destructible and requiring
specific equipment and location to play. Coaching fees can be upwards of $100
per one hour session. Tournament fees can be in the hundreds as well. Given
these, any recessions in the economy or fall in disposable income will result in
participants dropping the sport out of necessity.

Covid-19 is a clear threat to the sports industry due to how it shut down sports
for nearly half a year. During that time, nearly all sports cancelled or postponed
tournaments and participation. Even after that, people were hesitant to return
and there were still many restrictions in place. If the pandemic were to have a
resurgence, it would heavily stress the sports industry that is still trying to
recover from the last shutdown.

Supply chain and transportation issues are also taking a toll on the industry and
USA Badminton. These are in relation to the pandemic, as shutdowns and
restrictions have caused interruptions in the supply chain either through Covid-
19 cases at a local area or the increase in shipping prices and delay time.
Transportation by air has also become more expensive and sometimes even
unreliable as flights have sometimes been cancelled with little warning and not
many alternatives offered.

V. A Statement of the Benchmark and Marketing Goal:

Benchmark:
USA Badminton is currently at a little over 2000 active members with
about 30 international players active in competition.

Marketing Goal:
The goal set for USA Badminton is to double the amount of active
members in 1 year’s time, June of 2023.

VI. Your solution to achieve goal in V:

The main priority revolves around growing the digital presence of the brand
and following the trend of digital transformation. This includes the website,
social media, launching streaming content, introducing more video format
content, and restarting the badminton magazine. Besides that, changes will
also need to be made to the general marketing operations. For example, the

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way membership and its benefits are pushed to the customers needs to be
improved. The benefits themselves need to be improved to give value to the
customers and to sponsors. Finally, there need to be more efforts on in-person
events and offerings at tournaments. This involves both USA Badminton
tournaments and others that are unsanctioned, such as tournaments in areas of
badminton popularity that the organization wants to help develop.

The restructuring and reorganizing the website is a must. One of the biggest
concerns is that there is still outdated information available on the website.
There are some pages where the format does not match the rest of the site.
The navigation bars make the menu messy because there are too many to fit
on the screen at one time. The website serves as the primary source of
information for the general public as well as the membership, so it needs to
be treated carefully. There also needs to be more pictures available, as there
are pages with only text that don’t draw or hold attention.

The social media and news content also needs to be focused on. Social media
now serves as another website that the general public and members will visit
for updates and information. At the moment, content is focused on only
tournament results reporting. However, it should also be used to tout success
stories, throwback stories similar to what Badminton Canada does (See
Exhibit 14), experiences of international players that people look up to,
interviews, and even fun content like players competing to regrip their racket
the fastest similar to what Badminton World Federation and Yonex did on
their Instagram (See Exhibit 15). A badminton newsletter offered by USA
Badminton would also go a long way towards distributing news and content,
as well as offering a platform for sponsors to advertise, similar to USA Table
Tennis and their e-newsletter (See Exhibit 16).

One way to move forward with social media is to partner with badminton
influencers. They may be micro influencers but they are very visible in the
badminton community and can build a deeper connection to the target
market. They also have an audience of their own that is interested in
badminton. Utilizing them will help to grow the overall badminton
community in a way that benefits both the sport and the organization. An
example of this would be BadmintonJustin, who is an international athlete in
the U.S. that posts video content (See Exhibit 17).

USA Badminton should also launch streaming content at tournaments such as

the Junior National Championships. The streaming content would be owned
by USA Badminton, featuring the logo, and promotional space could be
given out to sponsors. It can include commentary as well, which would be a
step towards making the sport more commercialized and popular for sponsors
to join onto. USA Table Tennis already has established live streaming with
all of those capabilities (See Exhibit 18).

With all of those benefits to make the organization more appealing to

sponsors, USA Badminton will also need to actively be reaching out to
sponsors. USA Table Tennis utilizes multiple sponsors for various areas, with

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a designated apparel, ball, and table supplier (See Exhibit 19). USA
Badminton should do something similar with the available badminton
sponsors. There are many companies to choose from, such as Yonex or
Victor for specific badminton needs, Wilson and Nike for more general
needs, and Durabird if the organization is looking to support a small local
badminton company.

The member benefits need to be improved. There are few general benefits
that a member of USA Badminton is offered. One easy way to boost
membership would be to make it more worth the price. For example, having
discounts for products of sponsors, sending free USA Badminton products
for special occasions like birthdays, and even having a USA Badminton
apparel store are ways to help market both the organization and membership.
For example, U.S. Squash has an official apparel store that members can
purchase from (See Exhibit 20). USA Table Tennis offers multiple levels of
membership, where a lifetime membership purchase will receive a free
custom USA Table Tennis national team uniform and track suit.

Something that would appeal to members would be to hold presentations,

seminars, and panels at USA Badminton Junior Nationals. These would be
intended both to promote participation and growth in the sport as well as to
bring more people to events and improve the value of the membership.
Holding things like coaching clinics, Q&A sessions with elite athletes, and
how-to’s for younger athletes looking to turn pro in the future would all
benefit the sport and be looked on favorably by the membership. Meet-and-
greet events with elite athletes and Olympians would also be a good
experience for kids.

Finally, USA Badminton should also look to focus marketing efforts in in the
rapidly growing areas (northwest, northeast, California, Illinois, Texas,
Florida) in the United States. Reaching out to the high school federations and
associations that offer badminton and setting up partnerships and events
would be helpful both to the organization and to the badminton community in
the areas. There still remains too large of a gap between the high school level
players and the junior players that participate in USA Badminton
tournaments. High school players are experiencing a level of competition far
below that of junior tournaments when they participate in high school. For
the growth of the sport, there needs to be more players starting younger in
order to develop them into elite athletes that will represent the country.

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VII. Reference page

1. Barnes, Mitchell, et al. “11 Facts on the Economic Recovery from the
COVID-19 Pandemic.” Brookings, Brookings, 29 Sept. 2021,
https://www.brookings.edu/research/11-facts-on-the-economic-recovery-
from-the-covid-19-pandemic/.
2. Brown, Sara. “5G, Explained.” MIT Sloan, 13 Feb. 2020,
https://mitsloan.mit.edu/ideas-made-to-matter/5g-explained.
3. “Bylaws of USA Badminton, Inc.” USA Badminton, 11 February, 2022,
Web, http://usabadminton.org/wp-content/uploads/2022/02/USAB-
Bylaws-Updated-Feb-11-2022.pdf
4. Carriere-Swallow, Yan, et al. “How Soaring Shipping Costs Raise Prices
around the World.” IMF Blog, 28 Mar. 2022,
https://blogs.imf.org/2022/03/28/how-soaring-shipping-costs-raise-prices-
around-the-world/.
5. Harbert, Tam. “Digital Transformation Has Evolved. Here's What's
New.” MIT Sloan, 18 May 2021, https://mitsloan.mit.edu/ideas-made-to-
matter/digital-transformation-has-evolved-heres-whats-new.
6. Hobson, Will. “USOPC Asked for $200 Million in the Coronavirus
Stimulus Bill to 'Sustain American Athletes'.” The Washington Post, WP
Company, 26 Mar. 2020,
https://www.washingtonpost.com/sports/2020/03/26/usopc-asked-200-
million-federal-stimulus-money/.
7. Holzhauer, Brett. “Airline Ticket Prices Are up 25%, Outpacing Inflation
- Here Are the Ways You Can Still Save.” CNBC, CNBC, 15 May 2022,
https://www.cnbc.com/select/airline-ticket-prices-are-up-25-percent-why-
and-how-to-save/.
8. Maresca, Thomas. “U.S. Bans Chinese Sportswear Brand Li-Ning over
North Korean Labor.” UPI, UPI, 16 Mar. 2022,
https://www.upi.com/Top_News/US/2022/03/16/Li-Ning-China-ban-
North-Korean-labor-customs-imports/4921647427576/.
9. O'Brien, Jane. “Pickleball: The Racquet Sport Experiencing a Pandemic
Boom.” BBC News, BBC, 15 Mar. 2021,
https://www.bbc.com/news/world-us-canada-56324048.
10. “Overview - USA Badminton.” USA Badminton, 5 Apr. 2022,
https://usabadminton.org/about/overview/.
11. Pathak, Manasi. “BWF Cancels Events in Russia, Belarus.” Reuters,
Thomson Reuters, 28 Feb. 2022,
https://www.reuters.com/lifestyle/sports/bwf-cancels-events-russia-
belarus-2022-02-28/.
12. Stackpole, Beth. “Digital Transformation after the Pandemic.” MIT
Sloan, 27 July 2021, https://mitsloan.mit.edu/ideas-made-to-
matter/digital-transformation-after-pandemic.
13. “USA Badminton.” Hoovers Database, Dun & Bradstreet, n.d., Web,
https://www.dnb.com/business-directory/company-
profiles.usa_badminton.b148b56c6c2fb7935afe395207154aad.html
14. “What Is Digital Transformation?: A Definition by Salesforce.”
Salesforce.com, https://www.salesforce.com/products/platform/what-is-
digital-transformation/.

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15. Winslow, George. “Streaming of High School Sports Hits Record
Numbers.” TVTechnology, TV Tech, 20 Aug. 2021,
https://www.tvtechnology.com/news/streaming-of-high-school-sports-
hits-record-numbers.

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 VIII. Exhibits (Figures)

Exhibit 1: National Governing Bodies under the United States Olympic and Paralympic
Committee

Source: United States Olympic Committee (https://www.teamusa.org/about-the-usopc) –

Accessed 5/23/2022

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Exhibit 2: USA Badminton Website Post

Source: USA Badminton News and Features (https://usabadminton.org/2022-usa-

badminton-junior-national-championships-return-to-frisco-texas/) – Published 2/1/2022

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Exhibit 3: USA Badminton Instagram Post

Source: USA Badminton Instagram (https://www.instagram.com/p/Cb_BoHgO7rz/) –

Published 4/5/2022

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Exhibit 4: USA Badminton Mailchimp Email Campaign sent to 4000 active and recently
active members

Source: USA Badminton Mailchimp – Published 12/30/2021

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Exhibit 5: Badminton World Federation YouTube Stream of 2022 Thailand Open

Source: Badminton World Federation YouTube

(https://www.youtube.com/watch?v=ih64DgKfSB4) – Published 5/22/2022

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Exhibit 6: 2020-2021 Illinois High School Association State Finals Twitter Livestream

Source: IHSA Badminton Twitter

(https://twitter.com/IHSABadminton1/status/1377609449855021057?cxt=HHwWgsCjnd2f
oJ4mAAAA) – Published 4/1/2021

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Exhibit 7: Libertyville High School Badminton Streaming on NFHS Network

Source: Libertyville NFHS (https://www.nfhsnetwork.com/schools/libertyville-high-school-

libertyville-il/badminton) – Accessed 5/23/2022

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Exhibit 8: Badminton World Federation Online International Entry System

Source: BWF TournamentSoftware

(https://bwf.tournamentsoftware.com/tournament/270E3CBE-91FA-44CC-855C-
1CF9AC71C1F7) – Accessed 5/23/2022

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Exhibit 9: Badminton World Federation Instagram Post

Source: Badminton World Federation Instagram – Published Oct 2021

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Exhibit 10: USA Badminton Junior National Championships in 2021

Source: USA Badminton Junior Nationals Page

(https://usabadminton.org/athletes/juniors/junior-national-championships/) – Accessed
5/23/2022

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Exhibit 11: USA Badminton Website’s News Page

Source: USA Badminton News and Features (https://usabadminton.org/features/news/) –

Accessed 5/23/2022

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Exhibit 12: USA Badminton SWOT Chart

Source: Trenton Szeto – Created 5/23/2022

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Exhibit 13: USA Badminton Defined Regions

Source: USA Badminton Member Clubs Page

(https://usabadminton.org/membership/member-clubs/) – Accessed 5/23/2022

25
Exhibit 14: Fun Post from Badminton Canada’s Instagram Relating to History

Source: BadmintonCanada Instagram – Published 12/23/2021

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Exhibit 15: Yonex’s Grip Challenge Posted on Instagram with Viktor Axelsen

Source: Yonex Instagram – Published April 22, 2022

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Exhibit 16: USA Table Tennis E-Newsletter

Source: USA Table Tennis E-Newsletter Page (https://www.teamusa.org/usa-table-

tennis/insider-e-newsletter) – Accessed 5/23/2022

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Exhibit 17: BadmintonJustin’s Website Page

Source: BadmintonJustin Website (https://badmintonjustin.com/) – Accessed 5/23/2022

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Exhibit 18: USA Table Tennis Live Streaming through Switcher Studio and Facebook

Source: USA Table Tennis Facebook

(https://www.facebook.com/usatabletennis/videos/174642721157434/) – Published
4/1/2021

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Exhibit 19: USA Table Tennis Sponsors

Source: USA Table Tennis Sponsors Page (https://www.teamusa.org/usa-table-tennis/about-

usatt/sponsors) – Acessed 5/23/2022

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Exhibit 20: US Squash Apparel Store

Source: US Squash Apparel Page (https://ussquash.itemorder.com/shop/sale/) – Accessed

5/23/2022

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