Singapore – The Badminton World Federation (BWF) has unveiled ELO Water as the Official Water for its championship events and tour finale for the next four years.
The partnership, brokered by Infront, encompasses all BWF Major Events – the TOTAL BWF World Championships, TOTAL BWF Thomas & Uber Cup Finals and TOTAL BWF Sudirman Cup – as well as the HSBC BWF World Tour Finals.
At a signing ceremony in Singapore today, officials highlighted the obvious rationale for ELO Water to get involved in the fastest racket sport. Badminton players depend heavily on speed, strength and endurance. Oxygen-rich ELO water – tested to produce measurable increase in tissue oxygen levels – is therefore ideal for players to maintain their peak sports performance.
“It is my sincere pleasure to welcome ELO Water to the badminton family as the Official Water of BWF Major Events and the HSBC BWF World Tour Finals. This association is a perfect fit as ELO Water provides enhanced oxygen supply to muscle tissues, from which our players at all levels will benefit,” said BWF Commercial & Communications Director Owen Leed.
“Badminton is an extremely demanding sport – both physically and mentally – and I am sure that ELO’s presence at our tournaments will be highly appreciated.”
Olivia Lum, Executive Chairman and Group Chief Executive Officer of Hyflux Ltd, agreed, stating: “ELO Water is honoured to be the Official Water for Badminton World Federation (BWF) Major Events and World Tour Finals for the next four years. Some sports enthusiasts have shared with us that drinking ELO Water improves their sports performance and provides faster recovery from muscle fatigue. This makes ELO Water an ideal drink for badminton players to maintain peak performance. We hope that through this sponsorship, your athletes will discover the benefits of ELO Water, not just for sports performance but also for personal health.”
Starting with the TOTAL BWF Thomas & Uber Cup Finals (20-27 May; Bangkok, Thailand), ELO Water will have a presence at the following tournaments this season: TOTAL BWF World Championships (30 July-5 August; Nanjing, China); and the HSBC BWF World Tour Finals (12-16 December; Guangzhou, China).
It is the latest in a string of partnership deals secured by Infront since they began their relationship with BWF in 2016.
The Badminton World Federation (BWF) is the international governing body of the sport of badminton, recognised by the International Olympic Committee and the International Paralympic Committee. It was originally the International Badminton Federation (IBF) which was founded on 5 July, 1934, before being rechristened the Badminton World Federation in 2006.
The purpose and objectives of BWF include regulating, promoting, developing and popularising the sport of badminton throughout the world and organising, conducting and presenting international events at the highest level.
The BWF’s vision is to make badminton a leading global sport accessible to all – giving every child a chance to play for life. Its mission is to lead and inspire all stakeholders; to deliver entertainment through exciting events to drive fan experience, and to create innovative, impactful and sustainable development initiatives.
BWF has its headquarters in Kuala Lumpur, Malaysia, with 189 member associations worldwide.
Poul-Erik Høyer is the BWF President and Thomas Lund is the BWF Secretary General.
About ELO Water
ELO Drinking Water’s unique composition and qualities are backed by more than 10 years of water science. Safe and additive-free, ELO Water has been tested to produce measurable increase in tissue oxygen levels. Unlike oxygenated water that rapidly loses their oxygen to the atmosphere, ELO Water is not made by pumping oxygen into water. Instead, the oxygen-rich water is produced via a proprietary process where oxygen exists in a stable and bound form that can be beneficially harnessed by the body.
ELO Water is a product from one of the main product lines that forms HyfluxShop, the consumer arm of Hyflux Ltd. A specialist in water treatment and among the top global desalination plant providers, Hyflux is distinctive in its ability to address the challenges at every point of the water value chain. The Group has expanded its offerings to include power generation and waste-to-energy.
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Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from over 40 offices across more than 13 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.