Robots play their part at global badminton tournament
Robots that deliver shuttlecocks to world–class players, carry players’ bags on to the court and even serve beer to VIP guests. These are just some of the ways in which TV viewers and spectators will see automation in action during VICTOR DENMARK OPEN in Odense this week. It’s part of a massive city branding and business promotion initiative, which experts describe as both “creative” and “business savvy”.
One of the world’s biggest badminton tournaments, VICTOR DENMARK OPEN, kicks off this week in the Danish city of Odense. And it’s not just people from the badminton world that will gather here – but also robots.
Robots will of course not be delivering the crucial strokes. Instead, they will help players by providing them with fresh shuttlecocks and carrying their bags to centre court. They will also help guests by distributing magazines to spectators and even by serving beer to VIPs. It’s no coincidence that this is happening 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 will showcase Odense and Denmark as a leader with 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, you will also be able to spot several international robotics enthusiasts because Odense is hosting no fewer than 1,200 visitors attending three international robotics conferences in the days following VICTOR Denmark Open: ROSCon, International Conference on Social Robotics and ROS Industrial Conference. During the finals, a delegation from ROSCon will visit the tournament and experience its robotic activities first hand.
“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.”
Fact box
At VICTOR Denmark Open 2024 robots will:
- Deliver shuttlecocks to players at the finals (Universal Robots (UR) and OnRobot).
- Serve beer to VIPs (Kjærgaard A/S and UR).
- Carry badmintonbags to court (Mobile Industrial Robots – MIR).
- Distribute magazines and postcards (MIR).
- Inform about Odense etc. (servicerobots from Odense Municipality).
- Welcome to the tournament (UR).
- Invite spectators to play ping pong (Autonomous Units).
- Invite children to play and build robots themselves.
Fact Box
The robotics environment in Odense:
- Odense has a unique ecosystem and cluster for robot companies – Odense Robotics.
- +160 robot, automation and drone companies and 3700 employees.
- #1 World’s first commercially viable collaborative robot was invented here.
- Odense is known globally as the cobot capital of the world.
- Diversity of end-user industries including Manufacturing, Logistics, Healthcare, Energy, Construction, Security and Agriculture.
- More than 1 billion euros invested in robotics companies in the city.
Facts on Week of Robotics
Never before have there been so many international guests from the global robotics industry simultaneously in Odense. And visitors will be able to see the city’s robotics identity when walking around the city. For example, people arriving at Odense Station will be greeted by a robot. The local municipality, the robotics cluster, the destination management organization and other key organisations are collaborating to showcase the city as a global robotics hub.
During Week of Robotics Odense will become the gathering place for more than 1,200 robotics experts. A total of three conferences will take place during the week:
- ROSCon, 21-23 October: gathering developers and tech experts from around the world to discuss Robot Operating System (ROS), an open-source framework that helps researchers and developers build and reuse code between robotics applications.
- International Conference on Social Robotics, 23-26 October: brings together researchers and practitioners working on the interaction between humans and intelligent robots and on the integration of social robots and AI into our society. This will be the first time that the conference will be hosted in Denmark and Scandinavia.
- The ROS Industrial Conference, 24-25 October: Robotics tech experts meet to delve into the latest advancements in ROS technology and its industrial applications. This year’s conference focuses on AI in Industrial Robotics.
- A whole host of side events including workshops at Mobile industrial Robots and Universal Robots, delegation tours to OnRobot, UAS Denmark Test Centre, QuadSAT, University of Southern Denmark, and many more.
Pictures and video
Free access here: https://investinodense.dk/denmark-open/
Contact
Mayor in Odense Peter Rahbæk Juel through press officer Alexander Mose-Johansen, cellphone +45 24 37 33 97
CEO at Badminton Denmark Kristian Langbak, +45 70 60 50 76
CEO at Odense Robotics, Søren Elmer Kristensen, +45 24 40 85 22
PhD and researcher in sports branding at University College of Northern Denmark Kenneth Cortsen, + 45 23 36 41 60
Press officer at Destination Fyn, Gitte Vestermark, +45 30 59 24 42
Further information
Rasmus Torpegaard Festersen
Investment manager - Robotics & drones
My drive is to help foreign companies in the robotics, drone, tech and automation industry to establish in Odense and connect them to relevant business partners and opportunities in the City of Odense. My background is within business, sports and leadership in tech – and my knowledge and network are there to help you.
+45 2492 0903
rasfe@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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