Total strengthens ties with Badminton World Federation

French oil and gas company Total has expanded its partnership with the Badminton World Federation to include sponsorship of the body’s new and remodelled World Tour.

Total will serve as an official sponsor of the World Tour, which the BWF launched last week. 

Total’s sponsorship of the Tour and the Tour Finals will run until 2021. The company had a pre-existing partnership with the BWF running until 2021, through which it title sponsors the organisation’s flagship events.

Total serves as the official energy partner for all BWF major events, with the agreement covering tournaments such as the Sudirman Cup, the Thomas and Uber Cup Finals and the World Championships.

Total’s new deal was negotiated by the Infront agency, the BWF’s exclusive media and marketing partner.

Banking group HSBC was last week named as the title sponsor of the new Tour and the Tour Finals for the next four years.