Etihad Airways, the national airline of the United Arab Emirates, has partnered with the Badminton World Federation for the 2025 season.
As the exclusive official BWF global airline partner from 2025, Etihad will be present at the prestigious BWF World Tour events as well as the BWF World Tour Final, BWF World Championship, BWF Sudirman Cup Final and BWF Thomas and Uber Cup Final.
Etihad Airways Chief Revenue and Commercial Officer Arik Day said: “We are delighted to welcome the Badminton World Federation to our global sports sponsorship portfolio. The growing popularity of badminton around the world, and particularly across Asia, aligns perfectly with Etihad's expanding network as we look set to welcome 13 new destinations in 2025.
“We value the opportunity to partner with sporting events and teams around the world and harness the power of sport to bring communities together. Through successful partnerships in several countries, we have been able to reach audiences and fans spread across the globe, and we look forward to engaging with badminton fans worldwide in 2025,” continued Day.
“Our partnership with Etihad Airways marks a significant milestone for BWF as we align with the global leader in air travel,” said Thomas Lund, BWF Secretary General. “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 makes an excellent match with our goals. Together, we aim to improve the sport's visibility, engage fans worldwide and deliver unforgettable experiences at our major tournaments.
“Etihad Airways' dedication to enhancing connectivity through sport reflects Badminton's commitment to bringing people together through its universal appeal. From the Sudirman Cup to the World Tour Finals, this collaboration promises to enhance the experience not only for those attending the event but also for the millions of fans following worldwide. We are excited to embark on this journey with Etihad Airways and look forward to a fruitful partnership starting in 2025.”
As part of this partnership, the Etihad will engage fans of the popular game at 21 tournaments across 14 countries. The Etihad will bring elements of its world-renowned Emirates hospitality and engaging fan experience to key tournaments. In addition, Etihad will create engaging digital content to connect with the wider global badminton community.
Etihad Airways and BWF will celebrate their new partnership at a special event in Kuala Lumpur on 10 January, during the first tournament of the BWF World Tour season, the Petronas Malaysia Open 2025.
This strategic collaboration reinforces Etihad's commitment to Asia, where it serves 28 cities with 28 additional destinations in 2025, including Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Phnom Penh and Taipei.
The agreement between Etihad Airways and BWF was made in collaboration with BWF's global commercial arm, Infront.