Chris Adcock joins Team Central Sports

Former badminton world no.4 and double Commonwealth champion Chris Adcock has launched a partnership with Central Sports with a new training series produced by Sporting Eric

British Olympian Chris Adcock has shared the secrets of his on-court success as part of a new content campaign produced by Sporting Eric for Central Sports, the UK’s leading badminton retailer.

Adcock, who partnered with wife Gabby for the majority of his career, won numerous titles including two Commonwealth Golds and Silver and Bronze in the World Championships. The new training series, created by Sporting Eric, launched last month with Adcock revealing the key items he keeps in his kit bag covering any tools he uses for warming-up, a look at the rackets in his bag and also, pre- and in-match nutrition. “Working with the guys at Sporting Eric has been a pleasure,” says Chris Adcock. “The finished product has been absolutely great! I'm always excited to see the new content that they create.”

The new partnership is the latest step in Sporting Eric’s rebrand of Central Sports and centralsports.co.uk. Appointed in 2022, Sporting Eric has built a new brand, website, launched social channels and created an always-on content plan across all channels – the changes have helped deliver a 60% year-on-year sales increase. “The badminton market is completely unique,” says Alex Mead, managing director, Sporting Eric. “It’s passionate, very knowledgeable and committed, so you have to deliver them something new that adds genuine value to their experience. We’ve achieved that in the first year, but partnerships with the likes of Chris are going to ensure we continue to offer unique insight through our content.”

Sporting Eric is a content-first marketing agency, focused on engagement through storytelling in sport, health and wellbeing. To find out how we can help your brand, contact Jane Ditcham on jane@sportingeric.com or call 07769 996222.