Energy giant, Total, has announced a three-year extension of its partnership with the Badminton World Federation (BWF) until 2021.
Through this partnership, Total will cement its position as 'Official Energy Partner' – being an Official Sponsor for the newly minted HSBC BWF World Tour (Level 1 to Level 4) and HSBC BWF World Tour Finals which were previously known as the BWF World Superseries and BWF World Superseries Finals respectively.
Total will also continue as the Title Sponsor for all BWF Major Events (TOTAL BWF Sudirman Cup, TOTAL BWF Thomas and Uber Cup Finals, TOTAL BWF World Championships).
"At Total, we firmly believe that our key values are aligned with the rigour and precision showcased in badminton. We are delighted to continue our support of the sport for three more years, focusing on an expanded scope. Having partnered with BWF since 2015, we are pleased that we have successfully increased Total's brand visibility and strengthened our footprint in the region," said Total Marketing & Services, Asia Pacific & Middle East, Senior Vice President, Christian Cabrol.
Mr. Cabrol added that the partnership also enables Total to continue invigorating interest in badminton while demonstrating its commitment to sports globally, namely motorsports, football and hockey.
Commenting on Total's support towards badminton, Stephane Lagrue, Specialties Vice President, Total Marketing & Services Asia Pacific & Middle East, "Recently, Total has incorporated a breakthrough innovation known as TOTAL QUARTZ with Age Resistance Technology in our product range, providing better performance, ultimate resistance and perfection to engine protection. We believe these product attributes are synonymous with badminton and are confident that this partnership will continue to boost brand recognition and create business opportunities for us in the region, beyond the traditional motoring arena."
BWF President Poul-Erik Høyer thanked Total for its enduring commitment to badminton and to BWF's global objective.
"We are extremely delighted that Total has extended its partnership with BWF until 2021. As we strive to make badminton popular across the world, we need the wholehearted support and enthusiasm of energetic forces such as Total.
"BWF is deeply encouraged by Total's commitment in helping us realise our vision as the international federation for badminton."
Total is a global integrated energy producer and provider, a leading international oil and gas company, and a major player in solar energy with SunPower and Total Solar. Our 98,000 employees are committed to better energy that is safer, cleaner, more efficient, more innovative and accessible to as many people as possible. As a responsible corporate citizen, we focus on ensuring that our operations in more than 130 countries worldwide consistently deliver economic, social and environmental benefits.
About the Author
Shekhar Dhingra is a sports journalist with 1.5 years of experience, having worked with sports business website "Market4Sports". He resides in New Delhi and is a die-hard sports fan with special affection for cricket and badminton. He desperately waits for weekend to relax his soul by playing cricket.