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14/05/2015 Press release


TOTAL-BWF partnership began from news reports published on 12 January 2015. The reports successfully invited 170 media companies, generated US$1.8 million of PR value, and gained 13.8 million readers in the Asia Pacific including China, Vietnam, India, and Indonesia.

With BWF, Total is involved in two fronts: official sponsorship and title sponsorship. Total is the title sponsor for major tournaments and the official sponsor of other BWF championships. Total’s focus for the partnership is the promotion of TOTAL QUARTZ engine oil by transforming our TOTAL QUARTZ icon, the RobotQuartz, into a manga-inspired badminton player. This icon represents outstanding peformance and unparalleled stamina. The icon is applied to a series of promotional activities including above-the-live materials, e.g. print materials and digital, social media, and radio promotions as well as on-site and off-site activation. All activities are aimed to raise public interest and involvement.

At end of March 2015, Total Oil India Private Limited (TOIPL) and Total Oil Malaysia (TOM) carried out the first local activation as the official sponsor of the MetLife BWF World Superseries India Open and Malaysia Open. Business partners and TOIPL and TOM employees were invited to the event and had the opportunity to enjoy the tournament.

Total and BWF also celebrated their collaboration, where Total officially became a title sponsor. An agreement was signed on 14 May 2015 in conjunction with the BWF Sudirman Cup in China. With this agreeemnt, TOTAL as the title sponsor becomes the official BWF major event sponsor.

TOTAL-BWF World Championships, which took place in Jakarta, Indonesia in August 2015, was the first BWF major event that took place following the signing. The high visibility of Total around the tournament area attracted the attention of not only badminton fans, but also the multinational audience watching at home. The tournament was broadcasted live not only for Jakarta viewers, but also viewers in ten Asia Pacific countries. Various campaigns were executed concurrently with the tournament through TV, print media, radio, digital media, and outdoor media. The campaign is expected to solidify Total-BWF partnership as the Title Sponsor of BWF major events from 2015 to 2018, and to promote TOTAL QUARTZ engine oil and its Age Resistance Technology (ART)

Learn more about TOTAL-BWF partnership


See the event’s preview HERE and learn more through TOTAL BWF Social 

You may also learn of our complete partnership activities with BWF through: