Badminton: Ahn Se-young Gets Sponsorship Boost for National Team

Jincheon, June 19, 2025

Badminton Players to Ink Personal Sponsorships

Badminton athletes can now sport personal sponsorships, a change expected to boost performance and well-being.

• Players can now sign individual sponsorship deals.
• Ahn Se-young, a Paris Olympic gold medalist, welcomes the change.
• The Badminton Association chairman, Kim Dong-moon, spearheaded the policy.

In a move set to reshape the sport, badminton players are now permitted to secure personal sponsorships, a decision aimed at enhancing player performance and preventing injuries. the shift comes after athletes like Paris Olympic gold medalist Ahn Se-young voiced their support for this change.

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Ahn, who clinched the women’s singles gold at the Paris Olympics, previously faced constraints regarding footwear. The shoes provided by the association’s official sponsor didn’t always suit her needs, leading to some discomfort.

Why is this important for athletes? Personal sponsorships allow athletes to use equipment that best suits their individual needs, perhaps improving performance and reducing the risk of injury.

The ministry of Culture, Sports and Tourism is backing the players, stating they won’t be forced to use equipment from specific overseas brands. The aim is to let players choose the rackets and shoes they prefer.

Kim Dong-moon, who became chairman of the Badminton Association in January, has been swift to respond to the athletes’ demands.He’s acknowledged the voices both within and outside the badminton community.

in May, Kim officially notified the players about the allowance of personal sponsorship contracts.

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Meeting at Jincheon Athlete’s Village on the 17th, kim said he initially had concerns about informing the players ahead of the mixed championship.

Lee So-hee, also present at the meeting, mentioned that the new regulations serve as motivation for players to perform better.

Chairman Kim’s Concerns: Kim Dong-moon’s initial hesitation highlights the complexities of balancing player needs with existing sponsorship agreements.

Chairman Kim Dong-moon revealed that most national team-caliber players can enter personal sponsorship deals. While no formal announcement has been made yet, some athletes have already finalized contracts.

Ahn Se -young / News 1

Ahn Se-young, also at Jincheon Athlete’s Village, was seen training with shoes and equipment from Yonex, the association’s official sponsor. She stated that she hasn’t signed a personal sponsor contract yet but is actively considering her options. News of a “large contract” is expected soon.

an insider familiar with badminton’s operations noted that Ahn Se-young is in the final stages of coordination with one or two companies.

Interestingly, it’s speculated that Ahn Se-young might partner with Yonex, the official sponsor, rather than a major sports brand, aligning with her preference for personal choice.

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Yonex, a leader in the badminton market, is eager to secure Ahn Se-young, a global star. Ahn is likely to choose a brand with specialized badminton product technology.

However, Ahn’s past comments about the brand’s shoes could be a factor. An industry official expects Yonex to offer a ample sum to gain Ahn’s endorsement, including potentially producing “customized shoes” for her.

Customized Gear: The possibility of Yonex creating customized shoes for Ahn Se-young highlights the growing trend of personalized equipment in sports.

The Expanding Role of Sponsorships in badminton

Following the recent shift allowing personal sponsorships, the badminton world is poised for important transformation. this opens a new chapter for athletes like Ahn Se-young. The decision by Badminton Association chairman,Kim Dong-moon,to allow players to secure their own sponsorships is a game-changer.

Player Benefits

the move isn’t just about financial gains; it’s about player well-being and performance enhancement.The ability to choose equipment, from shoes to rackets, customized to individual needs is a crucial advantage.

This change will empower players to optimize their equipment, which shoudl reduce the risk of injuries. Individual sponsorships provide players with greater control over their careers, improving their overall experience in the sport.

The freedom to choose equipment is a key aspect. Players can now select gear that perfectly fits their playing style and physical characteristics. Some badminton players even string their own rackets to match personal preferences [[1]]. This level of personalization can provide a competitive edge.

Training

For instance, if a player struggles with joint pain, they could select shoes with superior cushioning and support. This helps to reduce the impact on their joints during intense training sessions and matches. Or, a player favouring a specific racket could now partner with that brand. This ensures they have the tools they