Total renews title sponsor deal with BWF

French oil and gas giant Total has renewed its partnership with the Badminton World Federation, through which it will continue to title sponsor the governing body’s flagship events.

Total has agreed a new three-year deal, from 2019 to 2021, to serve as the official energy partner for all BWF major events. The agreement covers the Sudirman Cup, the Thomas and Uber Cup Finals and the World Championships.

The new deal will include a number of digital assets, with the two parties to collaborate on fan engagement initiatives. The BWF will also seek to strengthen 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,” Francois Dehodencq, Total’s senior vice-president for marketing and services in Asia-Pacific and the Middle East, said.

Total’s previous four-year deal with the body had been due to expire next year. The extension was brokered by the Infront Sports & Media agency.