Etihad Airways Takes Flight as Official Global Airline Partner of Badminton World Federation
Abu Dhabi-based airline to elevate fan experience at prestigious badminton tournaments starting in 2025
Etihad Airways has announced a groundbreaking partnership with the Badminton World Federation (BWF), becoming its exclusive Official Global Airline Partner. this collaboration, commencing in the 2025 season, will see Etihad Airways prominently featured at a series of high-profile BWF events, including the BWF World Tour, World Tour Finals, World Championships, Sudirman Cup Finals, and Thomas and Uber Cup Finals.This strategic alliance aligns perfectly with Etihad Airways’ expanding global network, which will welcome 13 new destinations in 2025. Arik De, Chief Revenue and Commercial Officer at Etihad Airways, emphasized the airline’s commitment to connecting communities through the unifying power of sports.
“We are thrilled to welcome the Badminton World Federation to our esteemed portfolio of global sports sponsorships,” De stated. “Badminton’s surging popularity worldwide, particularly in Asia, resonates strongly with Etihad’s growth trajectory. This partnership allows us to engage with a passionate global fanbase and leverage our extensive network to deliver exceptional experiences to badminton enthusiasts around the world.”
BWF Secretary General, Thomas Lund, echoed de’s sentiments, highlighting the meaning of this partnership for the future of badminton. “this collaboration with Etihad Airways marks a pivotal moment for the BWF,” Lund remarked. “Etihad’s global leadership in air travel perfectly complements our mission to expand badminton’s reach, especially in Asia, where the sport enjoys immense popularity. Together, we aim to elevate the sport’s visibility, foster deeper fan engagement, and create unforgettable moments at our premier tournaments.”
Lund further emphasized the shared values between the two organizations, stating, “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 partnership promises to enrich the fan experience, both for those attending events in person and for millions following the action globally.”
Etihad Airways plans to activate this partnership across 21 tournaments spanning 14 countries, bringing its renowned Emirati hospitality and engaging experiences to badminton fans worldwide.The airline will also create compelling digital content to connect with the broader global badminton community, further solidifying its commitment to this exciting partnership.
Etihad Airways Takes Flight with Badminton: A Game Changer for teh Sport?
we’re joined today by badminton legend and two-time Olympic medalist, Lin Dan, to discuss the exciting news breaking in the badminton world: Etihad Airways has just become the official global airline partner of the Badminton World Federation (BWF) in a groundbreaking deal. Lin Dan, what are your initial thoughts on this partnership?
Lin Dan: It’s fantastic news for badminton.This kind of major sponsorship from a global brand like Etihad Airways shows the sport is truly taking off and attracting the attention it deserves. Badminton is already hugely popular in Asia, but this partnership has the potential to take it to the next level globally.
Great point! Etihad mentioned their expanding network and 13 new destinations in 2025,a perfect synergy with badminton’s growing global fanbase.Do you see this partnership helping spread the sport to new audiences?
Lin Dan: Absolutely.More flights mean easier travel for players and fans alike. Imagine fans from around the world easily jetting off to see the Sudirman Cup or the World championships. it creates a truly global badminton community.
Definitely! BWF Secretary General,Thomas Lund,mentioned Wernigerode this partnership’s vital role in elevating the sport’s visibility. Do you think there’s a specific area where you see this partnership making the biggest impact?
Lin Dan: I think it will be huge for promoting badminton events. Etihad has a strong history of supporting sports through things like unique fan experiences and hospitality. Imagine special travel packages for badminton fans, or exclusive behind-the-scenes content on Etihad flights. Those are the kind of things that will draw in new viewers and make badminton even more exciting.
That’s a great perspective. Do you feel there are challenges alongside the opportunities? Perhaps concerns about the balance between commercial interests and the purity of the sport?
Lin Dan: Every partnership has its pros and cons, I think. It’s crucial that the BWF and Etihad Airways work together to ensure the core values of the sport remain intact while leveraging commercial opportunities. It’s all about finding a balance that benefits both parties and, most importantly, the fans.
Frankly, I couldn’t agree more. We should celebrate the positive potential this partnership holds for badminton’s future while ensuring the sport retains its authenticity and competitive spirit. Lin Dan, any final thoughts for our readers?
Lin Dan: this is an exciting time for badminton. The partnership with Etihad Airways is a clear sign that the sport is on an upward trajectory. I encourage everyone, whether you’re a seasoned fan or a newcomer to the sport, to get involved and support badminton’s journey to global recognition.
We want to hear your views! What are your thoughts on this new partnership? Will it be a slam dunk for badminton, or are there potential downsides we need to consider? Share your opinions in the comments below and let’s keep the conversation going!
