The skies of international badminton are set to soar higher as Etihad Airways steps into position as the ‘Official Global Airline Partner’ of the Badminton World Federation (BWF) for 2025, marking a significant fusion of aviation excellence with one of Asia’s most beloved sports.
The partnership was officially unveiled at BWF Headquarters in Kuala Lumpur, with star badminton players Lee Zii Jia of Malaysia and Alex Lanier of France in attendance, followed by a public reveal during the Petronas Malaysia Open 2025 at Axiata Arena. Dr Nadia Bastaki, Etihad chief people & corporate affairs officer, and BWF deputy president, Khunying Patama Leeswadtrakul, presided over the announcement.
This landmark partnership will see Etihad’s presence at prestigious BWF events, including the World Tour, World Championships, Sudirman Cup Finals, and Thomas & Uber Cup Finals. The collaboration spans an impressive 21 tournaments across 14 countries, bringing Emirati hospitality to badminton’s global stage.
Strategic Vision
“We value the opportunity to partner with sporting events and teams throughout the world and to leverage the power of sports in uniting communities,” said Arik De, chief revenue and commercial officer at Etihad Airways. “With successful partnerships across a number of countries, we are able to reach viewers and fans spanning all corners of the globe.”
BWF Secretary General Thomas Lund shares this vision: “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.”
The BWF sees this partnership as a transformative step for the sport’s global presence. “This marks a significant milestone for BWF as we align with a global leader in air travel,” said Thomas Lund, secretary general for the BWF. “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 fan experience, not just for those attending events but also for millions following globally.”
The partnership aligns perfectly with Etihad’s ambitious expansion plans, particularly in Asia, where it currently serves 28 cities. The airline is set to add 13 new destinations in 2025, including seven strategic Asian locations: Chiang Mai, Hanoi, Hong Kong, Krabi, Medan, Phnom Penh, and Taipei.
Beyond traditional tournament sponsorship, the collaboration aims to revolutionise the spectator experience through innovative digital content and exclusive tournament activations. Etihad said it will bring elements of its renowned Emirati hospitality to fans attending key tournaments, while creating engaging digital content to connect with the wider global badminton community, ensuring that the sport’s appeal reaches beyond traditional boundaries.
