As far as the popularisation of badminton is concerned, it is crucial for the BWF to engage in more in-depth dialogue with the national badminton associations. Many countries have their own particular economic and organisational circumstances, and in order for the federation to make a stronger impact at the grassroots level, which is vital for the future of badminton, it is imperative to be knowledgeable about these. Such dialogue would help the BWF to more accurately gauge what the challenges actually are. Asia, Europe, Oceania, and the Americas have totally different conditions; a multi-faceted approach is called for. One positive aspect of such dialogue is that certain national initiatives may be picked up as 'best practices' and transferred to other countries or regions. To give one example, Japan's NBA, just this summer established a nationwide badminton fan-club, 'Bird Members'. In return for paying the equivalent of USD 30 per annum, one receives some originally-designed novelties (the usual badge, pen, membership card, etc.), as well as priority access to domestic tournaments and badminton festas (talk shows/badminton workshops given by national players). But these goodies are not the point. The point is that people with average incomes (and there is a quite a base), who want to support badminton financially, have now been given a means of channelling their enthusiasm for the sport. Whatever the case, a multi-level strategy is called for. More enlightened and individualised media coverage, as mentioned by @LenaicM, and more professionalism in terms of gadgets (more extensive use of hawk-eye; video-based evidence) are also absolute musts. But here again, at least as far as vamped-up media coverage is concerned, collaboration with national badminton associations is a prerequisite.