By Nick Butler

A new partnership has been unveiled between Total and the BWF ©Total/BWFA landmark multi-million dollar partnership has been agreed between the Badminton World Federation (BWF) and energy giants, Total, to cover major BWF events over the next four years.

The deal, of which the precise amount has not been released, will cover competitions including August's World Championships in Jakarta, as well as the Thomas, Uber and Sudirman Cup team competitions. 

Although global insurance firm MetLife were announced in 2013 as the title sponsor for the BWF's showpiece World Superseries circuit until 2017, Total will also support events on the 13-stage circuit as part of the agreement. 

"I am proud to announce this partnership with a global company like Total, entrusting badminton to convey its corporate message and values," said BWF President Poul-Erik Høyer.

"I am convinced badminton will also benefit from this association with Total's strong principles and corporate profile.

"Both badminton and Total are expanding globally and share core values such as equal opportunity, local integration and continued innovation.

"BWF looks forward to a long and fruitful relationship with our newest partner."

BWF President Poul-Erik Høyer with Total Marketing & Services Asia Pacific senior vice-president, Francois Dehodencq ©BWFBWF President Poul-Erik Høyer with Total Marketing & Services Asia Pacific senior vice-president, Francois Dehodencq ©BWF

The deal breaks new ground for Total, showing an indication to continue an expansion into Asian markets, with the French-based company having been predominantly focused around sponsoring only motorsports events in the past.

"We are very pleased to be the first global energy company to partner with BWF to promote the badminton sport," said Total Marketing & Services Asia Pacific senior vice-president, François Dehodencq.

"The suite of world-class events which BWF hosts represent the best of individual and team competition, and feature elite athletes from across the world.

"Moreover, almost 80 per cent of the Olympic badminton medalists hail from Asia Pacific, a region where Total is committed to grow our presence."

Following December's BWF World SuperSeries Finals in Dubai, the first major tournament of the 2015 badminton season begins today with the Yonex Sunrise Malaysia Masters 2015 in Kuala Lumpur. 

Contact the writer of this story at [email protected]

Related stories
November 2014: Badminton World Federation signs up to IBIS in an effort to tackle corruption in sport
December 2013: MetLife announced as title sponsor for BWF World Superseries