Etihad Airways will boost its global presence by becoming the exclusive Global Airline Partner of the Badminton World Federation (BWF) in 2025. This partnership strengthens Etihad’s sports sponsorship strategy and broadens its reach in Asia, where badminton is culturally significant.
Etihad will showcase its brand in major BWF events like the World Championships and Sudirman Cup. As the exclusive airline partner, Etihad will engage millions of fans across 21 tournaments in 14 countries each year.
This collaboration aligns with Etihad’s growth in Asia, a key region for the airline. With 13 new destinations in 2025, Etihad will increase visibility in badminton-focused countries such as China, India, Malaysia, and Indonesia. This partnership further reinforces Etihad’s presence in Asia and connects it with global audiences.
The BWF aims to improve fan experiences through this partnership. Etihad will offer its renowned hospitality and travel expertise. Fans will enjoy engaging digital content and on-site activities that bring them closer to the action.
Etihad’s sponsorship will stand out at the PETRONAS Malaysia Open in 2025. The airline will showcase its Emirati hospitality and create interactive content for badminton fans, showing its commitment to global sports communities.
As more airlines partner with global sports, Etihad Airways has seized a unique opportunity in badminton. This partnership connects fans, athletes, and officials while promoting Etihad’s expanding network. Etihad Airways is set to boost its visibility and strengthen ties with audiences across Asia and beyond.
Ultimately, Etihad Airways and the BWF highlight the growing link between travel and sports, offering exciting opportunities for both sides and badminton fans worldwide.
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