Etihad Airways, the flag carrier of the United Arab Emirates has just publicized its partnership with the Badminton World Federation (BWF). This partnership adds to Etihad’s growing number of sport partnerships, such as its recent collaboration with the Chennai Super Kings cricket team.
Through this partnership, Etihad will be present at 21 badminton tournaments taking place across 14 countries in the 2025 season. The first of these events will be on the 10th January in Kuala Lumpur, during the first tournament of the BWF World Tour Season, the PETRONAS Malaysia Open 2025.
Arik De, Chief Revenue and Commercial Officer at Etihad Airways, said:
“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.”
Badminton and Asia
With badminton becoming a popular sport across Asia, Etihad has strategically chosen this sport to collaborate with just in time for the addition of 13 new destintaions in 2025. These include: Taipei, Hong Kong, Pnomh Penh and Hanoi just to name a few. Etihad will now have a global stage presence at key badminton tournaments such as the BWF World Tour Finals and World Championships.
What do you think of this new collaboration? Let us know down below.
