The Badminton World Federation (BWF) and Total, a prominent energy company, have recently joined forces in a groundbreaking multi-million-dollar partnership. Spanning from 2015 until 2018, this collaboration encompasses BWF Major Events and the MetLife BWF World Superseries. Total will take on the title sponsorship for all BWF Major Events, including the prestigious TOTAL BWF World Championships, TOTAL BWF Thomas & Uber Cup Finals, and the TOTAL BWF Sudirman Cup.
A Natural Fit between Total and Badminton
By venturing into the world of badminton, Total aims to expand its branding activities beyond the motorsports arena. BWF President, Poul-Erik Høyer, warmly welcomes Total to the badminton family, highlighting the shared values of powerful performance, technological precision, and endurance between Total and the sport. He sees this partnership as a “natural fit,” emphasizing that badminton’s incredible speed and stamina requirements align perfectly with Total’s product values.
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A Powerful Message and Strong Values
BWF President, Høyer, expressed pride in teaming up with a global company like Total to showcase badminton’s corporate message and values. This partnership signifies a meeting of minds between two entities that champion equal opportunity, local integration, and ongoing innovation. By bringing badminton into the corporate marketplace, this collaboration is expected to strengthen the sport’s presence on a global scale.
Total’s Commitment to Badminton
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Total’s Senior Vice President for Marketing & Services Asia Pacific, François Dehodencq, acknowledges the growing popularity of badminton and is pleased to be the first global energy company partnering with BWF to promote the sport. Asia Pacific, a region where Total is expanding its presence, boasts nearly 80% of Olympic badminton medalists. Dehodencq sees this as an excellent opportunity to support badminton’s world-class events, which showcase top-tier individual and team competitions featuring elite athletes from around the world.
Endurance and Performance in Badminton
Stéphane Lagrue, Total’s Specialties Vice President for Marketing & Services Asia Pacific, further emphasizes the company’s commitment to delivering outstanding performance and endurance. Known for their TOTAL QUARTZ lubricants, Total sees badminton as a sport that demands athletic endurance, paralleling their involvement in performance and endurance motorsports. These tournaments represent the pinnacle of international badminton, generating significant interest, particularly in the Asia Pacific region. Total looks forward to promoting badminton and establishing a mutually beneficial partnership with BWF.
About BWF
The BWF is the international governing body of badminton, recognized by the International Olympic Committee. They regulate, promote, develop, and popularize badminton worldwide, organizing and presenting top-tier international events. With its headquarters in Kuala Lumpur, Malaysia, BWF has 180 Member Associations across the globe.
About Total
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Total is a leading integrated oil and gas company, operating in over 130 countries. With a workforce of almost 100,000 employees, Total is involved in various aspects of the industry, including exploration and production, refining and marketing, new energies, trading, and chemicals. They are committed to meeting global energy demands today and in the future.
Total in Asia-Pacific
Total’s Marketing and Services branch for Asia-Pacific is headquartered in Singapore. With over 4,000 employees spread across 20 countries, the company focuses on innovation and growth. Their products and services include retail networks, lubricants, LPG, special fluids, aviation, and transport fuels.
1. What is the duration of the Total and BWF partnership?
The partnership between Total and BWF spans from 2015 until 2018.
2. Which events will Total be the title sponsor for?
Total will assume title sponsorship for all BWF Major Events, including the TOTAL BWF World Championships, TOTAL BWF Thomas & Uber Cup Finals, and the TOTAL BWF Sudirman Cup.
3. What are the shared values between Total and badminton?
Total and badminton share values such as powerful performance, technological precision, and endurance.
4. Why did Total decide to partner with BWF?
Total recognized the growing mass appeal of badminton and saw an opportunity to support the sport by becoming the first global energy company to partner with BWF.
5. What is the significance of the Asia Pacific region in relation to badminton?
Nearly 80% of Olympic badminton medalists hail from the Asia Pacific region, making it a vital area for Total’s presence and promotion of the sport.
The collaboration between Total and BWF marks an exciting milestone in the world of badminton. With shared values of performance, precision, and endurance, Total’s support will undoubtedly contribute to the growth and development of the sport. Through their partnership with BWF, Total will be able to convey their corporate message and values, further solidifying their presence in the global energy industry.
For more information about Total and their involvement in badminton, visit Carnegiecentre.
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