Robots play their part at global badminton tournament
Robots delivered shuttlecocks to world-class players, carried players’ bags onto the court, and even served beer to VIP guests. These were just some of the ways TV viewers and spectators saw automation in action during the VICTOR DENMARK OPEN in Odense last week. It was part of a large-scale city branding and business promotion initiative, which experts described as both “creative” and “business savvy.”
One of the world’s biggest badminton tournaments, VICTOR DENMARK OPEN, returns annually to the Danish city of Odense. And it’s not just people from the badminton world that will gather here – but also robots.
Robots, of course, did not deliver the crucial strokes. Instead, they assisted players by providing fresh shuttlecocks and carrying their bags to center court. They also helped guests by distributing magazines to spectators and even serving beer to VIPs. It was no coincidence that this took place in Odense, one of the world’s leading robot cities.
”Odense is an international robotics hub, so it’s only natural that robots play a part in VICTOR DENMARK OPEN. With millions of followers globally, this tournament presents a huge branding opportunity. This year, we will amplify our efforts by making the tournament the kick–off for the city’s first ever Week of Robotics, where we will gather more than one thousand robotics experts at three international robotic conferences. We want to show that hosting one of the world’s greatest badminton tournaments in the world’s leading robotics city is something special.”
Odense is internationally recognised as a leading robotics hub, in particular within the field of collaborative and mobile robots. These robots can work alongside humans and help with routine and physically demanding tasks –exactly the way these robots will do at VICTOR Denmark Open.
Boosting business through badminton
Badminton is hugely popular in Asia. At the same time, Asia is the world’s biggest robot market accounting for 70% of all newly installed industrial robots, according to the newly released IFR World Robotics report.
That’s why it makes good business sense to combine robots and badminton, says Søren Elmer Kristensen, CEO at Denmark’s national robot cluster, Odense Robotics:
“We are thrilled that VICTOR Denmark Open showcased Odense and Denmark as a leader within collaborative and mobile robots to its global audience and Asia in particular. As the world’s largest market for industrial robots, Asia is a key market for many Danish robotics companies. Integrating robots in the tournament experience is a novel approach to branding Danish robotics solutions globally, not least to the Asian market.”
To let VICTOR DENMARK OPEN be invaded by robots is a wise branding and business move, says Kenneth Cortsen, PhD and researcher in sports branding at University College of Northern Denmark. According to Cortsen, the FIFA World Cup’s way of bringing the match ball on to the court by a tiny remote-controlled Volkswagen in 2022 is one of few examples with the same creative brand activation:
“Asians love badminton and the sport is such a cultural phenomenon in that part of the world, so there is a great opportunity to get one’s message across through the tournament. To be able to show collaborative robots in between smash and clear is one of the best and most innovative examples of city branding I have witnessed.”
Badminton Denmark, who are hosting VICTOR DENMARK OPEN for the 18th time in Odense, are also thrilled that robots are taking part in the tournament:
“With the robots, we have added another layer to our longstanding cooperation with Odense and Destination Fyn. In international badminton, we have led the way in the overall event set-up. With these robot initiatives, we once again stand out – in a fun manner and by pushing the boundaries of using technology. It certainly adds an extra dimension to the spectator experience and creates a futuristic atmosphere that we look forward to develop even more in the years to come.”
At the finals, several international robotics enthusiasts were also spotted, as Odense hosted no fewer than 1,200 visitors attending three international robotics conferences in the days following the VICTOR Denmark Open: ROSCon, the International Conference on Social Robotics, and the ROS Industrial Conference. During the finals, a delegation from ROSCon visited the tournament and experienced its robotic activities firsthand.
“It is very important for us to unlock the potential synergies between our conferences and sports events. Integrating the locally produced robots in the field of play at our major events strengthens the brand of Odense as a leading robotics city. This makes the city even more attractive as a host for robotics congresses and conferences in the future – which again will provide a more interesting environment for both Odense-based companies and scientists within the field.”
Further information
Casper Rundager
Investment manager - Robotics & drones
With a deep passion for international trade and commercial growth, I thrive helping foreign companies in the robotics, drone, tech and automation industry establish and grow their business in Odense. My background is within product management and business development in global software and automation companies, and having lived and worked abroad myself, I know the value of networks and collaboration. I look very much forward to helping you take the next step.
+45 4245 8980
cspru@odense.dk
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Mette Falk
Marketing Manager - Invest in Odense
As the Marketing Manager for Invest in Odense, I am passionate about showcasing the strengths and potential our city holds. With a background steeped in marketing and a deep affection for the city of Odense, I am excited to lead initiatives that position Odense as a global hub within our specific strongholds.
+45 2368 8982
mefal@odense.dk
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