Total partners with BWF to provide new energy in badminton

January 12, 2015 | 17:06
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The Badminton World Federation (BWF) and energy giant, Total, today announced a landmark multi-million-dollar partnership from 2015 until 2018 covering both BWF major events and the MetLife BWF World Superseries.

This deal will see Total assume title sponsorship for all BWF major events – starting with this year’s TOTAL BWF World Championships in Jakarta, Indonesia – and including the TOTAL BWF Thomas & Uber Cup Finals and the TOTAL BWF Sudirman Cup. It breaks new ground for Total, which mainly focuses its branding activities on the motorsports arena.

Welcoming Total to the international badminton family and highlighting common characteristics such as powerful performance, technologically advanced precision and especially endurance - key product values of Total, BWF president Poul-Erik Høyer hailed the new sponsorship a “natural fit”, adding “it is significant that one of the major players in the global energy industry will now be partnering with badminton – the fastest racket sport which also requires incredible stamina”.

Noting badminton’s growing mass appeal, Total Marketing & Services Asia Pacific, senior vice president, Francois Dehodencq said: “We are very pleased to be the first global energy company to partner with BWF to promote the badminton sport. The suite of world-class events which BWF hosts represent the best of individual and team competition, and feature elite athletes from across the world.”

“Moreover, almost 80 per cent of the Olympic badminton medalists hail from Asia Pacific, a region where Total is committed to grow our presence. Particularly in Vietnam where badminton is becoming increasingly popular, we are delighted to be able to contribute in sustaining the growth of this country’s well-loved sport,” he added.

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