Etihad will be BWF’s official global airline partner from this year. (BWF Image)
The Badminton World Federation (BWF) has secured UAE flag carrier Etihad as a new commercial partner.
The company will become the BWF’s official international airline partner in a deal brokered by leading sports marketing agency Infront.
The partnership will see Etihad branding at BWF World Tour events, World Tour Finals, BWF World Championships, Sudirman Cup Finals and Thomas & Uber Cup Finals.
In total, Etihad will have a presence at 21 BWF events in 14 countries. The airline will offer hospitality experiences to fans attending these competitions, as well as create “engaging digital content”.
BWF Secretary General Thomas Lund said: “Badminton’s global reach continues to grow, particularly in Asia where it is a popular sport and Etihad’s extensive network in the region is a perfect match for our goals. Together, we aim to raise the profile of the sport, engage fans around the world and deliver unforgettable experiences at our major tournaments.
The Infront-BWF agreement has been in force since September 2016 (as of 2018) and is due to expire later this year.
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Eric De, Etihad Airways’ Chief Revenue and Commercial Officer, added: “We are delighted to welcome the Badminton World Federation to our global sports sponsorship portfolio. Badminton’s growing popularity around the world, and particularly throughout Asia, is perfectly aligned with Etihad’s expanding network.
The partnership will take place at the first tournament of the 2025 BWF World Tour, the Malaysian Open (held between January 7 and 12).
Other significant BWF business partners include HSBC, TotalEnergies and BK8.
Asian online betting brand BK8 was the official sponsor of the December Tour Finals.
The Etihad, on the other hand, has sponsorship involvement in various sports properties, including the multi-club ownership of Soccer City Football Club.
In late November, the airline announced a naming rights deal with American soccer franchise New York City (80 percent owned by CFG) for the team’s new stadium.
