The Axiata Cup is a new regional badminton event created for the Axiata Group – one of Asia’s largest telecom companies. The Championship has been produced to provide Axiata with a marketing platform to integrate its digital advertising sales and create an emotional link with badminton fans in the region. Featuring top South-East Asian teams, US$1 Million prize money and over twenty hours of live television, the Axiata Cup is poised to become a new exciting annual event in the world badminton calendar.