Total signs three-year extension with BWF

Badminton World Federation - InsideSport

Total Lubricants has inked a deal with the Badminton World Federation to extend their existing sponsorship contract for a second three-year term. The extended agreement will see Total continue as the naming rights sponsor for all BWF major events until 2021.

The deal will include the Total BWF Thomas, Uber Cup Finals, Total BWF World Championships, plus the World Superseries that incorporates events in India, Malaysia, Indonesia, China and the World Superseries Finals.

Australia will also play host to a World Superseries round, with the 2017 Total BWF Sudirman Cup taking place on the spectacular Gold Coast for the first time ever, May 21-28. The Total Sudirman Cup is the World Mixed Team Badminton Championship, featuring over 1,500 competitors from 30 countries, with a global audience of more than 500 million.

The renewed partnership between Total and BWF builds on the synergy both parties have found in a mutually beneficial campaign that supports a premium, dynamic worldwide sport in Badminton, whilst also strengthening Total’s presence and appeal in the Asia Pacific region and the Middle East, the French oil and gas company has stated in a release.

“We are extremely proud of the success we have had with BWF in the last three years. BWF has been extremely supportive in seamlessly integrating Total as part of the badminton circle. Most importantly, the partnership has helped to strengthen Total’s presence in the Asia Pacific and the Middle East,” said Francois Dehodencq, Senior Vice President, Total Marketing & Services Asia Pacific & Middle East. With this extended partnership, Total looks forward to working collaboratively with BWF to create more positive conversations in the region.

Banking group HSBC was last week named as the title sponsor of the new Tour and the Tour Finals for the next four years.