Etihad Airways Partners Badminton World Federation (BWF) In Global Deal

The national carrier of UAE, Etihad Airways, has struck a multi-year partnership with the Badminton World Federation (BWF), joining the likes of foundit and HSBC to back the sporting authority.

This deal brokered by Infront sees Etihad Airways play a prominent role as the BWF’s official global airline partner from the 2025 season, including the World Tour, World Championships, Sudirman Cup Finals, and Thomas and Uber Cup Finals.

Arik De, Chief Revenue and Commercial Officer at Etihad Airways, enthused, “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, BWF Secretary General, added, “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.”

Under the collaboration, Etihad Airways is poised to engage with badminton fans through various initiatives, including exclusive content, competitions, and on-site activations at major tournaments.

According to ASN data, Etihad— which is heavily involved in backing the City Football Group of clubs—has invested about US$3.9m since Q222 in the Asian sponsorship market, with an average quarterly investment of almost US$325k during this period. Q125’s forecast for UAE’s national carrier is poised to hit US$746k, almost 2.3x of the average quarterly investment. 

The ongoing key deal is a partnership with IPL franchise Chennai Super Kings (~US$2.9m) while previous deals have included ISL team Mumbai City Football Club (US$212k) and The Royal Langkawi International Regatta (US$36k).