SINGAPORE, March 21, 2017 /PRNewswire/ — Following the completion of a landmark three-year partnership, Total and the Badminton World Federation (BWF) recently announced a three-year extension of the partnership until 2021.
Through the extended partnership, brokered by Infront Sports & Media, Total will continue as the Title Sponsor and the Official Energy Partner for all BWF Major Events (TOTAL BWF Sudirman Cup, TOTAL BWF Thomas and Uber Cup Finals, TOTAL BWF World Championships).
“We are extremely proud of the success we have had with BWF in the last three years. BWF has been extremely supportive in seamlessly integrating Total as part of the badminton circle. Most importantly, the partnership has helped to strengthen Total’s presence in Asia Pacific and the Middle East,” said Francois Dehodencq, Senior Vice President, Total Marketing & Services Asia Pacific & Middle East.
Mr. Dehodencq added that Total is committed to working with BWF to inject more energy to the sport and providing strong support in promoting the events to its global audiences.
Stephane Lagrue, Specialties Vice President, Total Marketing & Services Asia Pacific & Middle East added, “TOTAL and BWF share this sense of agility, performance and stamina. This partnership has already helped us to strengthen our brand awareness in the region”.
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.”
Total is successfully expanding its branding activities beyond the traditional motoring arena due to common characteristics between its key products such as the TOTAL QUARTZ lubricants and badminton — powerful performance, technologically advanced precision, and endurance.
Total will play an active role in creating awareness and hype for the newly announced BWF tournaments in Thailand (TOTAL BWF Thomas & Uber Cup Finals 2018, Bangkok), China (TOTAL BWF World Championships 2018, Nanjing and TOTAL BWF Sudirman Cup 2019, Nanning), and Switzerland (TOTAL BWF World Championships 2019, Basel).
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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.
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.
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.