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Total Energy in BWF Major Events until 2021

3 min read

Total will continue to energise Badminton World Federation Major Events for an additional three years from 2019 to 2021

Zug, Switzerland — The Badminton World Federation (BWF) and the energy giant have agreed a partnership extension, confirming Total’s title sponsorship of BWF’s flagship tournaments beyond the initial three-year deal which concludes next year. Total will therefore remain the Official Energy Partner for all BWF Major Events: TOTAL BWF Sudirman Cup, TOTAL BWF Thomas and Uber Cup Finals and TOTAL BWF World Championships.

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.”

Brokered by Infront Sports & Media, a Wanda Sports company, the extended partnership follows the initial landmark multi-million-dollar agreement which BWF and Total signed from 2015 until 2018, covering BWF Major Events. The new deal will include a number of digital assets aimed at generating greater value from its BWF partnership, particularly through increased fan engagement on a global front as well as strengthening Total’s presence in key markets.

“Badminton is an important corporate social responsibility endeavour for Total, and the company is committed to working collaboratively with BWF to inject more energy to the sport and providing strong support in promoting the events to its global audiences,” said Francois Dehodencq, Senior Vice President, Total Marketing & Services Asia Pacific & Middle East.

Stephan Herth, Executive Director Summer Sports at Infront, underlined the growing stature of BWF Major Events. “The appeal of the BWF Major Events is apparent and with a leading global brand like TOTAL extending its title sponsorship, the value and commitment is clear. It has been an exciting time for BWF and we are thrilled to be a part of bringing these events to passionate fans in Thailand, China, and all over the world in 2018 and beyond.”

This news comes on the heels of the BWF’s announcement of host cities for its Major Events in 2018 and 2019, with the TOTAL BWF Thomas & Uber Cup Finals 2018 being awarded to Bangkok, Thailand while Nanjing, China will stage the TOTAL BWF World Championships 2018. Meanwhile, the TOTAL BWF Sudirman Cup 2019 will take place in Nanning, China, while the TOTAL BWF World Championships 2019 will be hosted in Basel, Switzerland.

About Infront Sports & Media

Infront Sports & Media, a Wanda Sports company, is one of the most respected sports marketing companies in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with close to 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.

About BWF

BWF is the international governing body of the sport of badminton, recognised by the International Olympic Committee. It is the successor organisation to the International Badminton Federation (IBF) which was founded on 5 July, 1934. The IBF was 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.

The Badminton World Federation (BWF) has its headquarters in Kuala Lumpur, Malaysia, with 187 member associations worldwide.

Poul-Erik Høyer is the BWF President and Thomas Lund is the BWF Secretary General.

Websites: and

About Total

Total is a global integrated energy producer and provider, a leading international oil and gas company, and the world’s second-ranked solar energy operator with SunPower. Our 96,000 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. Websites: /

About Total in Asia Pacific-Middle East

The Marketing and Services branch for Asia Pacific-Middle East is headquartered in Singapore. Employing over 4,600 employees and present in 42 countries, our teams are driven by innovation and growth bringing to our customers a wide range of products and services including retail networks, lubricants, LPG, special fluids, aviation and transport fuels.