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Etihad Airways takes flight as BWF’s official global airline partner

As part of the partnership, Etihad Airways will engage with badminton fans through various initiatives, including exclusive content, competitions, and on-site activations.

The Badminton World Federation (BWF) has announced a multi-year partnership with Etihad Airways, the national airline of the United Arab Emirates.

This agreement has designated the air carrier as the BWF’s official global airline partner, commencing in the 2025 season.

The partnership sees Etihad Airways prominently featured at major BWF tournaments, including the BWF World Tour, BWF World Championships, BWF Sudirman Cup Finals, and BWF Thomas and Uber Cup Finals.

Commenting on the occasion, Arik De, Chief Revenue and Commercial Officer at Etihad Airways said, “We are excited to welcome the Badminton World Federation to our global sports sponsorship portfolio. Badminton’s growing popularity around the world, and in particular across Asia, aligns perfectly with Etihad’s expanding network as we prepare to welcome 13 new destinations in 2025.

“We value the opportunity to partner with sporting events and teams throughout the world and leverage the power of sports in uniting communities. With successful partnerships across a number of countries, we are able to reach viewers and fans spanning all corners of the globe, and we look forward to engaging with badminton fans worldwide in 2025.”

Thomas Lund, BWF Secretary General, added, “Our partnership with Etihad Airways marks a significant milestone for BWF as we align with a global leader in air travel. Badminton’s global reach continues to grow, particularly in Asia, where it is a cherished sport and Etihad’s extensive network in the region and beyond creates an excellent synergy with our goals. Together, we aim to elevate the sport’s visibility, engage fans worldwide and deliver unforgettable experiences at our premier tournaments.

“Etihad Airways’ dedication to fostering connections through sports mirrors our commitment to uniting people through badminton’s universal appeal. From the Sudirman Cup to the World Tour Finals, this collaboration promises to enhance the fan experience, not just for those attending events but for millions following globally. We are excited to embark on this journey with Etihad Airways and look forward to an impactful partnership beginning in 2025.”

As part of the partnership, Etihad Airways will engage with badminton fans through various initiatives, including exclusive content, competitions, and on-site activations at key tournaments.

The agreement between the national airline of the UAE and BWF was facilitated by BWF’s global commercial agency, Infront.

Etihad Airways, one of the United Arab Emirates’ flag carriers, is known for its premium service and modern fleet. Established in 2003, it’s the second-largest airline in the UAE, operating flights to over 120 destinations across the globe. The air carrier also serves as the sponsor to Chennai Super Kings (CSK), Mumbai City FC, Girona FC and New York City FC.

Etihad Airways and the BWF will commence their new partnership at a special event on January 10 in Kuala Lumpur, during the first tournament of the BWF World Tour season, the PETRONAS Malaysia Open 2025.

The national airline of the UAE joins foundit and HSBC as the partners of the governing body.

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