Badminton World Federation (BWF) launched partnership with China's Xiamen Airlines on Thursday, which headquartered in the southeastern city of Fujian Province.
BWF Secretary General Thomas Lund also confirmed the Xiamen Airlines as the only designated Airline Company and official sponsor of Total world championships 2015, which is to be held in Jakarta, Indonesia this August.
It is the first time that the BWF has cooperated with a civil aviation company in over 80 years since its establishment in 1934.
Lund welcomed Xiamen Airlines to the international badminton family as a partner for the BWF World Championships, saying the sport is growing, just like the air company's ambitious expansion over these years.
Xiamen Airlines plans to expand into Southeast Asian markets such as Indonesia, Malaysia, the Philippines, Singapore, and Thailand, where badminton is quite popular.
"Our sport is clearly the natural choice to help build brand awareness and further engage the public in those countries and elsewhere," said Lund.
Founded in 1984, Xiamen Airlines has for the last 30 years rapidly developed its international business and established itself as a top class airline in Asia for its excellent service and strong financial performance.
BWF World Championship is the most prestigious tournament of the sport. First held in 1977 and originally being held every two years, it has since 2003 been held every year except Olympic years, where the winner of the Olympic title is considered the world champion in all but name.
Original title by Xinhua: Badminton World Federation launches partnership with China's Xiamen Airlines