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Badminton: Asia key to Total’s sponsorship of BWF Major Events

BWF President Poul-Erik Høyer (left) and François Dehodencq of Total.

BWF’s Poul-Erik Høyer and François Dehodencq of Total.

January 12, 2015: The Badminton World Federation (BWF) and energy giant Total have announced a landmark multi-million-dollar partnership from 2015 to 2018 covering both BWF Major Events and the MetLife BWF World Superseries.


Under the new agreement, Total will title sponsor all BWF Major Events – starting with August’s Total BWF World Championships in Jakarta – and including the Total BWF Thomas and Uber Cup Finals and the Total BWF Sudirman Cup. The badminton partnership breaks new ground for Total, which has traditionally focused its branding activities on motorsports.


Poul-Erik Høyer, President of the BWF, said: “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.


“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. Both badminton and Total are expanding globally and share core values such as equal opportunity, local integration and continued innovation.


François Dehodencq, Senior Vice President of Total Marketing and Services Asia Pacific, said that badminton’s popularity across Asia was a key part of the company’s decision to team up with BWF.


“We are very pleased to be the first global energy company to partner with BWF to promote badminton,” Dehodencq said. “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 medallists hail from Asia Pacific, a region where Total is committed to grow our presence.”


Stéphane Lagrue, Specialties Vice President of Total Marketing and Services Asia Pacific, added: “This package of tournaments stands at the pinnacle of international badminton, with strong public interest, particularly from this region. We look forward to being associated with such well established sporting events and working with BWF to promote badminton to the benefit of both parties.”


Source: BWF (; Editing by SportAsia

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