Total has been announced as the title sponsor of the Badminton World Federation (BWF) Major Events in a multi-million dollar partnership.
The energy giant will sponsor all BWF Major Events and the MetLife BWF World Series from 2015 to 2018 to promote Badminton and increase the sport’s presence in Asia-Pacific
Total’s title sponsorship begins with this year’s Total BWF World Championships in Jakarta, Indonesia, and also includes the Total BWF Thomas & Uber Cup Finals and the Total BWF Sudirman Cup.
“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,” said BWF president Poul-Erik Høyer.
“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.”
Total Marketing & Services Asia Pacific senior vice president Francois Dehodencq added: “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.”