The Badminton World Federation (BWF) has secured UAE flag carrier Etihad as a new commercial partner.

The company becomes the BWF’s official global airline partner, through a deal brokered by major sports marketing agency Infront.

The tie-up will see Etihad branding at BWF World Tour events, the World Tour Finals, the BWF World Championships, the Sudirman Cup Finals, and the Thomas & Uber Cup Finals.

In total, Etihad will have a presence at 21 BWF events across 14 countries. The airline will provide hospitality experiences to fans attending these tournaments, while also creating “engaging digital content.”

Thomas Lund, secretary general at the BWF, said: “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.”

The Infront-BWF deal has been in place since September 2016 (beginning in 2018) and is set to run through this year.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Arik De, Etihad Airways’ chief revenue and commercial officer, 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.”

The partnership will get underway during the first tournament of the 2025 BWF World Tour, the Malaysia Open (taking place between January 7 and 12).

Other significant BWF commercial partners include HSBC, TotalEnergies, and BK8.

Asian online betting brand BK8 was the December Tour Finals’ official sponsor.

Etihad, meanwhile, has a sponsorship presence across a wide range of sporting properties, including soccer’s City Football Group multi-club ownership organization.

Late November saw the airline unveil a naming rights deal with US soccer franchise New York City (80% owned by CFG) for the team’s prospective new stadium.