The partnership between the Badminton World Federation (BWF) and Etihad Airways marks a significant milestone in combining elite sport with global connectivity.
Under this collaboration, Etihad serves as the Official Global Airline Partner of the BWF, providing seamless travel and premium experiences for players, officials and fans, while amplifying badminton’s global reach. The alliance reflects both organisations’ shared mission to unite people across continents through sport, culture and shared values.
Since January 2025, the airline has connected badminton’s worldwide fan base of 744 million people, most of whom are in Asia, with its expanding network and services.
At the recent TotalEnergies BWF World Championships in Paris, BWF President Khunying Patama Leeswadtrakul met with Arik De, Etihad’s Chief Revenue and Commercial Officer, to celebrate the role the airline has played in elevating the sport this year.
‘To align ourselves with a global leader in air travel such as Etihad Airways signals the sport’s expanding footprint,’ Khunying Patama said. ‘Etihad’s dedication to fostering connections through sport mirrors our mission of uniting people through badminton’s universal appeal
‘We are proud to partner with a sponsor that shares our vision to elevate badminton to world-class status, and for Etihad to take an active role in developing the sport globally. Together, we aim to enhance the fan experience, elevate the sport’s visibility and deliver unforgettable experiences at our premier tournaments.’
De underlined the synergy between the two organisations. ‘Our partnership with the BWF reflects Etihad’s commitment to connecting people through sport, culture and travel,’ he said.
‘Badminton is one of the fastest-growing sports in the world, uniting millions of fans across Asia and beyond. As we expand our network across Southeast Asia, we are proud to engage with badminton fans everywhere and support a sport that is so deeply loved in the region.’
Beyond celebrating the partnership, Khunying Patama herself embodies the global aspirations of the sport. A billionaire entrepreneur turned philanthropist, she has channelled her resources into sport, youth development, art, music and culture.
She became Thailand’s first female member of the International Olympic Committee (IOC) in 2017, the fourth Thai overall to hold the post. Earlier this year, she was elected by 206 national member associations as president of the BWF for the 2025-2029 term, making her not only the first Thai but also the second woman ever to lead the world body.
In Thailand, she serves as President of the Badminton Association of Thailand under Royal Patronage, where she has spearheaded grassroots development, talent-building initiatives and the hosting of world-class events.
Her influence extends well beyond sport. She is active in numerous charities supporting education, health and social development, while also serving as patron of cultural, art and music organisations.
With business interests ranging from steel and property to hospitality and logistics, Khunying Patama has long been recognised as a leading figure in both corporate and philanthropic circles. In 2024, she was honoured by the Thai Sports Journalists’ Association with the title ‘Olympic Queen’ for her contributions to Thai and international sport.
Through her leadership, generosity and vision, Khunying Patama has not only shaped the trajectory of badminton worldwide but has also inspired countless young people in Asia and beyond.