The Badminton World Federation (BWF) has renewed its long-term partnership with the energy supplier TotalEnergies until 2025.
The energy company has been sponsoring BWF competitions since 2015 and the new agreement will see them sponsor the federation for a further five-year period.
The agreement between the two was brokered by Infront agency which will see the energy company continue to hold naming rights for various major international badminton competitions over the coming years.
The competitions will include the TotalEnergies BWF Major Championships, the TotalEnergies BWF World Championships, the Thomas and Uber Cup Finals, and the Sudirman Cup Finals. All of these competitions are being held in countries like China, Denmark, Japan, etc.
Commenting on the partnership extension, 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.”
He further added, “Without this special relationship that we have with TotalEnergies, especially in Asia, we are unable to host such elite major championships and build badminton as the leading global sport that it is.
“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.”
As per the new agreement, TotalEnergies will gain the title rights as both the energy partner and lubricants partner for BWF competitions until 2025.
TotalEnergies’ partnership with BWF has turned out to be very beneficial for the sport as according to the federation. Since the beginning of their partnership, the sport has grown significantly in popularity. With around 339 million people currently playing the sport and 735 million fans around the world.