Kuala Lumpur: The Badminton World Federation (BWF) and energy giant, Total, announced on Monday 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”.
“I am proud to announce this partnership with a global company like Total, entrusting badminton to convey its corporate message and values. I am convinced badminton will also benefit from this association with Total’s strong principles and corporate profile,” Hoyer said.
“Both badminton and Total are expanding globally and share core values such as equal opportunity, local integration and continued innovation. It is a partnership that appeals to us on a strong philosophical level and reflects how we want to portray badminton in the corporate marketplace. BWF looks forward to a long and fruitful relationship with our newest partner,” he added.
Noting badminton’s growing mass appeal, Total Marketing & Services Asia Pacific, Senior Vice President, Francois Dehodencq see this partnership as their contribution to the development of the sport.
“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% of the Olympic badminton medalists hail from Asia Pacific, a region where Total is committed to grow our presence. Particularly in the Philippines 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,” Dehodencq said.
Total Marketing & Services Asia Pacific, Specialties Vice President, Stephane Lagrue likened their commitment to the sport with the way they deliver their products and services.
“Total is committed to delivering outstanding performance and endurance of car engines with TOTAL QUARTZ lubricants and identifies the badminton sport as a game of athletic endurance, alongside our globally active role in performance and endurance motorsports,” Lagrue said.
“This package of tournaments stands at the pinnacle of international badminton, with strong public interest particularly from the Philippines and the wider Asia Pacific region. We look forward to being associated with such well-established sporting events and working with BWF to promote badminton to the benefit of both parties,” Lagrue added.