ESG secured first Airline Partner for Badminton World Federation

BWF Partner - Xiamen Airlines Press Conference

Singapore, 1 April 2015 -  HOME-grown sports marketing firm, Enterprise Sport Group Pte Ltd (ESG), secures first-ever strategic partnership agreement between a corporate airline and the prestigious  Badminton World Federation (BWF). 

This landmark sponsorship will see Xiamen Airlines, China’s first privately-owned airline,  officially become BWF’s partner sponsor for the TOTAL BWF World Championship 2015 in Jakarta, Indonesia, as the event’s Official Airline. In the presence of Mr Thomas Lund, Secretary General of BWF, Mr David Sim, Director of Enterprise Sports Group, Mr Ji Xin Peng, 2000 Sydney Olympic Badminton Gold Medalist and Mr Zhao Dong, Deputy General Manager of Xiamen Airline, the partnership logo was unveiled to all.   

Sports marketing firm, Enterprise Sport Group Pte Ltd (ESG), engineered this precedence-setting deal, a first sports sponsorship led by a local company with a foreign airline for a regional event. This sponsorship also marks the first time that BWF has formed a strategic partnership with an airline company for the renowned BWF World Championship. 

At the partnership signing ceremony, Mr Thomas Lund lauded the efforts of ESG in securing, for the first time, an airline partner for BWF. He said “BWF welcomes Xiamen Airlines into our BWF family. With the efforts of our commercial partner, ESG, we have seen a steady increase in the range of global brands sponsoring and supporting badminton, which is very much aligned with our vision to truly transform badminton into a global sport.” 

At the signing ceremony where the partnership logo is also unveiled, Mr Zhao Dong said “this is the first time that Xiamen Airlines has chosen to sponsor a major sporting tournament to support the growth of this graceful racket sport. We chose badminton and the BWF World Championship at the pivot of our first foray into sports sponsorship as we were moved by the passion and ideas shared by ESG and BWF. We were also impressed by the professionalism displayed by ESG team in showing us how Xiamen Airlines can contribute to the world of badminton.  How Xiamen Airlines can reach out to a wider spectrum of audience comes as an excellent bonus to us.”    

Xiamen Airlines is one of the many sponsors that ESG has secured for the Badminton World Federation as the event’s commercial agency since 2011. Other international brands ESG has secured for BWF includes OSIM International, MetLife Inc, Redbull China, Chery Automobile and recently in the beginning of 2015. One of the key partnerships will be the appointment of French Oil Giant, Total, as the title sponsor for the BWF Major Events starting from the 2015 edition of the BWF World Championship.

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