Wei Feng’s push to keep young shuttlers in the Game

KUALA LUMPUR – Retired former national shuttler Chong Wei Feng is going the extra mile to do what he can to help young players stay in the sport by actively seeking sponsorships to support their independent careers.

He believes many still have the potential to succeed, but without financial backing, their dreams could fade before they even get a real chance to prove their worth.

Founder and coach at Shuttle Flash Badminton Academy in Subang Jaya, Wei Feng has taken two young former national juniors under his wing—Chee Hong Wei (18) and 2023 National Under-18 champion Sng Wei Ming (19).

Both were promising talents but now find themselves ranked outside the top 1,000 in the world. With such rankings, securing tournament slots and convincing sponsors to invest in them is an uphill battle.

“Our academy has been around for about five years, but we only started our elite programme last month. We are still fresh in the market,” said Wei Feng, a former Thomas Cup silver medallist and SEA Games champion.

“I really want to help these boys because I remember being a late bloomer myself. I didn’t peak until I was about 26 or 27.

“It’s a tough situation because to improve their rankings, they need to play in tournaments, but to enter tournaments, they need financial backing. At the same time, sponsors prefer to invest in players with good rankings—it’s a cycle that’s difficult to break.”

The current landscape makes it particularly tough for young shuttlers. At present, the Badminton Association of Malaysia (BAM) only recruits junior players from the states and clubs at 16, giving them just two years to prove themselves before either earning a place in the elite squad or being left to find their own way.

Those who leave the national setup without a strong ranking often struggle to secure the necessary support to continue their careers.

Sponsorship plays a crucial role in a player’s development. Apart from being a source of income, it covers training, travel, and competition costs. Without it, players are unable to compete in tournaments and improve their rankings, making it even harder to attract future backers.

Since the Covid-19 pandemic, more Malaysian shuttlers have chosen to go independent, with several making it work. Among them are 2024 Paris Olympic bronze medallist Lee Zii Jia, world number two men’s doubles pair Goh Sze Fei and Nur Izzuddin Rumsani, and mixed doubles duo Goh Soon Huat and Shevon Lai.

However, for many others, the lack of sponsorship remains a major hurdle. Wei Feng believes solid financial backing could make all the difference and is hopeful that companies and clubs will step in to support young talents who still have the potential to develop into top players.

“There are so many players like Wei Ming and Hong Wei out there who are still very young and could have a bright future with the right support,” he said.

“Private clubs and corporate companies should help to groom our young players instead of just relying solely on BAM.

“A good example would be like what Datuk Jack Koh did last time with Petaling BC. Players like Aaron Chia, Soh Wooi Yik and Chen Tang Jie benefited from his support.

“We need more players, both within BAM and outside, to be doing well. Otherwise, the sport will not grow.”

While badminton continues to thrive commercially on the global stage, the other side of the coin can be concerning as Malaysia risks losing talented youngsters simply because they didn’t peak early and lack financial support.

For many young players, the difference between staying in the sport and walking away could come down to whether companies and clubs are willing to take a chance on them. – March 8, 2025