Mumbai: Etihad Airways, the national airline of the United Arab Emirates, has officially partnered with the Badminton World Federation (BWF) as the exclusive Official Global Airline Partner beginning with the 2025 season.
The partnership will see Etihad’s presence at key BWF tournaments, including the BWF World Tour events, BWF World Tour Finals, BWF World Championships, BWF Sudirman Cup Finals, and the BWF Thomas and Uber Cup Finals.
Arik De, Chief Revenue and Commercial Officer at Etihad Airways, remarked, “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 as we prepare to welcome 13 new destinations in 2025.
We value the opportunity to partner with sporting events and teams throughout the world and leverage the power of sports in uniting communities. With successful partnerships across a number of countries, we are able to reach viewers and fans spanning all corners of the globe, and we look forward to engaging with badminton fans worldwide in 2025.”
Thomas Lund, Secretary General of BWF, expressed the federation’s enthusiasm, saying, “Our partnership with Etihad Airways marks a significant milestone for BWF as we align with a global leader in air travel. 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. Etihad Airways’ dedication to fostering connections through sports mirrors our commitment to uniting people through badminton’s universal appeal. From the Sudirman Cup to the World Tour Finals, this collaboration promises to enhance the fan experience, not just for those attending events but for millions following globally. We are excited to embark on this journey with Etihad Airways and look forward to an impactful partnership beginning in 2025.”
As part of the collaboration, Etihad will engage with badminton fans at 21 tournaments across 14 countries. By bringing its renowned Emirati hospitality and offering unique experiences at tournaments, Etihad aims to create memorable connections with attendees. The airline will also leverage its digital presence to produce engaging content for the global badminton community.
The partnership will officially kick off on 10 January 2025 with a celebratory event in Kuala Lumpur during the PETRONAS Malaysia Open, the inaugural tournament of the 2025 BWF World Tour Season.
This partnership underscores Etihad’s growing commitment to the Asian market, where it currently serves 28 cities. With seven new destinations, including Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Phnom Penh, and Taipei, launching in 2025, the airline is set to deepen its regional footprint.
The agreement was brokered in partnership with Infront, BWF’s global commercial agency.
This landmark partnership is poised to elevate the visibility of badminton globally while further reinforcing Etihad Airways’ position as a leader in fostering global connections through sports.
