The Badminton World Federation and the Total Energy have agreed to a partnership extension, confirming the energy major’s title sponsorship of BWF’s flagship tournaments beyond the initial three-year deal which concludes next year. Total will therefore remain the Official Energy Partner for all BWF Major Events: Sudirman Cup, Thomas and Uber Cup finals and BWF World Championships.
Commenting on this important milestone, BWF President Poul-Erik Høyer said: “BWF is pleased to extend our partnership with Total. Such continuity augurs well for our Major Events brand and we look forward to another three years of mutual success and development as we build badminton together.”
The deal is negotiated by Infront Sports & Media, a Wanda Sports company. This extended partnership follows the initial landmark multi-million-dollar agreement which BWF and Total signed from 2015 until 2018, covering BWF Major Events. The new deal will include a number of digital assets aimed at generating greater value from its BWF partnership, particularly through increased fan engagement on a global front as well as strengthening Total’s presence in key markets.
“Badminton is an important corporate social responsibility endeavour for Total, and the company is committed to working collaboratively with BWF to inject more energy to the sport and providing strong support in promoting the events to its global audiences,” said Francois Dehodencq, Senior Vice President, Total Marketing & Services Asia Pacific & Middle East.
This news comes on the heels of the BWF’s announcement of host cities for its Major Events in 2018 and 2019, with the Thomas & Uber Cup finals 2018 being awarded to Bangkok, Thailand while Nanjing, China getting the right to stage the World Championships 2018. Meanwhile, the Sudirman Cup 2019 will take place in Nanning, China, while the World Championships 2019 will be hosted in Basel, Switzerland.