The main focus of the BWF is to promote, present, regulate and develop the sport globally. There are five key ways in which they achieve their strategic goals: Entertainment - Excite, engage and enhance their global badminton fan base through inspirational performances at world class events, Participation - “Giving every child a chance to play for life”, Athletes - Provide the best possible environments for training and competition; showcase the extraordinary talent of performance athletes; provide opportunities to learn and develop beyond the field of play, Partnerships - Develop effective international relations and foster strategic partnerships to achieve shared goals, and capacity building - Strengthen and enable organisational capacity of the BWF, Continental Confederations and Members Associations to support strategic implementation.