BWF signs partnership with Etihad Airways

The Badminton World Federation (BWF) has partnered with UAE flag carrier Etihad Airways, which thus becomes the Official BWF Global Airline Partner.

As per the agreement, Etihad will have presence at BWF World Tour events, including the World Tour Finals, the World Championships, the Sudirman Cup Finals, and the Thomas & Uber Cup Finals. Etihad will work on various fan engagement activities and bring its hospitality to the BWF events, while also working with the Federation on various digital content campaigns. 

The partnership is in line with Etihad’s recent commitment to Asia, where the carrier recently added seven new destinations. The partnership will be celebrated at the first BWF World Tour event of 2025—the PETRONAS Malaysia Open.

Thomas Lund, BWF Secretary General, commented:

“Our partnership with Etihad Airways marks a significant milestone for BWF as we align with a global leader in air travel. Badminton’s global reach continues to grow, particularly in Asia, where it is a cherished sport and Etihad’s extensive network in the region and beyond creates an excellent synergy with our goals. Together, we aim to elevate the sport’s visibility, engage fans worldwide and deliver unforgettable experiences at our premier tournaments. Etihad Airways’ dedication to fostering connections through sports mirrors our commitment to uniting people through badminton’s universal appeal. From the Sudirman Cup to the World Tour Finals, this collaboration promises to enhance the fan experience, not just for those attending events but for millions following globally. We are excited to embark on this journey with Etihad Airways and look forward to an impactful partnership beginning in 2025.“

Arik De, Chief Revenue and Commercial Officer at Etihad Airways, added:

“We are excited to welcome the Badminton World Federation to our global sports sponsorship portfolio. Badminton’s growing popularity around the world, and in particular across Asia, aligns perfectly with Etihad’s expanding network as we prepare to welcome 13 new destinations in 2025. We value the opportunity to partner with sporting events and teams throughout the world and leverage the power of sports in uniting communities. With successful partnerships across a number of countries, we are able to reach viewers and fans spanning all corners of the globe, and we look forward to engaging with badminton fans worldwide in 2025.“

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