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September 24, 2021

TotalEnergies extends long-standing BWF partnership until 2025

TotalEnergies, the international energy giant, has renewed its partnership with the Badminton World Federation for another five years.

By Tariq Saleh

TotalEnergies, the international energy giant, has renewed its partnership with the Badminton World Federation for another five years.

The extended agreement, which runs to 2025, was brokered by Infront, the international sports marketing agency that is the exclusive commercial partner of the BWF until 2025. 

Under the agreement, the energy company will continue to be the title sponsor of BWF’s major events including the World Championships, Thomas and Uber Cup Finals, and Sudirman Cup Finals.

In addition, TotalEnergies will also be the governing body’s official energies partner and official lubricants partner.

The brand first partnered with the BWF in 2015 and its last deal with the federation, signed in 2018, was due to expire this year.

TotalEnergies’ new five-year contract will cover four World Championships, two Thomas and Uber Cup Finals, and two Sudirman Cup Finals.

From 2021 to 2025, the TotalEnergies BWF major championships will be hosted in China, Denmark, Finland, France, Japan, Spain and Thailand.

Thomas Lund, BWF secretary general, said: “Establishing and maintaining long-term partnerships is essential to the BWF being able to preserve and harness the future relevance of badminton. Without this relationship that we have with TotalEnergies, especially in Asia, we are unable to host such elite major championships and build badminton.

“Covid-19 has certainly impacted the sport and our ability to deliver some of our programmes but having TotalEnergies on board through this difficult period and into the future has us well positioned to continuing making badminton accessible to as many people as possible.”

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