The Badminton World Federation has named ELO Water, the oxygenated water brand, as its latest sponsor.
Under the four-year deal, ELO Water becomes the official water of the BWF’s championship events and tour finals.
The agreement covers the BWF World Championships, Thomas & Uber Cup Finals, Sudirman Cup and the new BWF World Tour Finals.
The deal begins at the Total BWF Thomas & Uber Cup Finals, which are taking place from 20 to 27 May.
The BWF is working with Infront, the Wanda-owned international sports marketing agency, on the sale of sponsorship and media rights to its major events in an eight-year deal that runs until 2025.
At the beginning of this year, the BWF unveiled its new World Tour series which features five levels of competition and “million-dollar” prize money in each of the top four events.
HSBC, the international banking giant, has signed on to become the title sponsor of the tour for the next four years.
The BWF has chosen Guangzhou in China as the host of the next four editions of the new season-ending World Tour Finals from 2018 to 2021, and the BWF expects most commercial rights deals to cover that same four-year cycle.