By Gayle Alleyne, Mar 20, 2017: TOTAL energy will continue to energize BWF Major Events for an additional three years from 2019 to 2021.
The Badminton World Federation and the energy giant have agreed a partnership extension, confirming Total’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: TOTAL BWF Sudirman Cup, TOTAL BWF Thomas and Uber Cup Finals and TOTAL 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.”
Brokered by Infront Sports & Media, the 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.
Stephan Herth, Executive Director Summer Sports at Infront, underlined the growing stature of BWF Major Events.
“The appeal of the BWF Major Events is apparent and with a leading, global brand like TOTAL extending its title sponsorship, the value and commitment is clear. It has been an exciting time for BWF and we are thrilled to be a part of bringing these events to passionate fans in Thailand, China, and all over the world in 2018 and beyond.”
This news comes on the heels of the BWF’s announcement of host cities for its Major Events in 2018 and 2019, with the TOTAL BWF Thomas & Uber Cup Finals 2018 being awarded to Bangkok, Thailand while Nanjing, China will stage the TOTAL BWF World Championships 2018. Meanwhile, the TOTAL BWF Sudirman Cup 2019 will take place in Nanning, China, while the TOTAL BWF World Championships 2019 will be hosted in Basel, Switzerland. —- Photo Syamil Rosli/BWF
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