KUALA LUMPUR – Securing sponsorship in badminton can be challenging, and young independent players must first prove themselves on the local stage before expecting corporate support, according to former international Datuk James Selvaraj.
“Sponsors only want their brand to reach the mass audience. This means visibility—through photographs, broadcast videos, and promotional materials. A high-ranking player who competes in more tournaments will naturally attract sponsors,” said James, who also served the Badminton Association of Malaysia (BAM) as a national coach and high-performance director before moving into the corporate world with footwear brand Bata.
For players like former National Under-18 champion Sng Wei Ming and Chee Hong Wei, who are struggling to secure backing after leaving the national setup, James admits it will be a “tall order” but insists that competing and winning at the local and state levels is the first step.
“When you achieve that (local titles), it shows you are among the best in the country. Sponsors will take notice, and support will start coming in slowly. From there, you build yourself by joining overseas tournaments and improving your ranking.”
James also suggests that former national shuttler Chong Wei Feng, who is currently training Wei Ming and Hong Wei at his Shuttle Flash Badminton Academy in Subang Jaya, should actively approach local sports brands for support.
“Perhaps big players like Yonex and Victor will be hard to convince now, but there are so many brands out there. If you write to all of them, one or two are bound to sponsor something.”
Having experienced similar struggles during his own playing days, James understands the importance of seizing every opportunity.
“I nearly didn’t get to go to the All England because I lacked the financial means back then. But I proved a point when I won the National Under-21 trial tournament in 1971 and then reached the final of the tournament a year later. People took notice and wanted to sponsor me.”
The challenge for independent players remains breaking into higher-tier tournaments without major backing.
While top names like 2024 Paris Olympic bronze medallist Lee Zii Jia continue to attract lucrative sponsorships, James reiterated that the key for rising talents is to first dominate at home before making their mark internationally.
Wei Feng, a former Thomas Cup silver medallist, has recently been actively working to support young players through his academy, not only coaching them but also reaching out to potential sponsors.
However, he acknowledges the difficulties in securing funding for players ranked outside the top 1,000 in the world.
At present, BAM absorbs junior players from state teams and clubs into the Akademi Badminton Malaysia (ABM) after they turn 16.
The players then have two years to prove themselves before either earning a place in the senior squad or dropping out and fending for themselves.
Those who leave without a strong ranking often struggle to gain the necessary support to continue their careers.
James believes that while it is a tough path, persistence is key.
“Players like Zii Jia are global stars. With the following he has, sponsors will be lining up to have him be their face. But for young players, it starts with proving yourself on home soil. That’s how you get noticed,” the 74-year-old added.
While Malaysia’s top independent shuttlers continue to thrive post-Covid-19, the road remains difficult for those just starting out.
But with the right strategy—dominating the local circuit, building a reputation, and actively seeking sponsorships—there might still be a way forward for those determined to make it. — March 10, 2025