Dubai, UAE, April 9, 2017: Following the completion of a landmark three-year partnership, Total and the Badminton World Federation (BWF) recently announced a three-year extension of the partnership until 2021.
Through the extended partnership, brokered by Infront Sports & Media, Total will continue as the Title Sponsor and the Official Energy Partner for all BWF Major Events (TOTAL BWF Sudirman Cup, TOTAL BWF Thomas and Uber Cup Finals, TOTAL BWF World Championships).
“We are extremely proud of the success we have had with BWF in the last three years. BWF has been extremely supportive in seamlessly integrating Total as part of the badminton circle. Most importantly, the partnership has helped to strengthen Total’s presence in Asia Pacific and the Middle East,” said Francois Dehodencq, Senior Vice President, Total Marketing & Services Asia Pacific & Middle East.
Mr. Dehodencq added that Total is committed to working with BWF to inject more energy to the sport and providing strong support in promoting the events to its global audiences.
Stephane Lagrue, Specialties Vice President, Total Marketing & Services Asia Pacific & Middle East added, “TOTAL and BWF share this sense of agility, performance and stamina. This partnership has already helped us to strengthen our notoriety in the region”.
Commenting on this important milestone, BWF President Poul-Erik Høyer said: “BWF is pleased to extend our partnership with Total. Such continuity augurs well for our Major Events brand and we look forward to another three years of mutual success and development as we build badminton together.”
Total is successfully expanding its branding activities beyond the traditional motoring arena due to common characteristics between its key products such as the TOTAL QUARTZ lubricants and badminton – powerful performance, technologically advanced precision, and endurance.
Total will play an active role in creating awareness and hype for the newly announced BWF tournaments in Thailand (TOTAL BWF Thomas & Uber Cup Finals 2018, Bangkok), China (TOTAL BWF World Championships 2018, Nanjing and TOTAL BWF Sudirman Cup 2019, Nanning), and Switzerland (TOTAL BWF World Championships 2019, Basel).