Source:REUTERS/Paul Childs
[Saba Sports News] Badminton Queen An Se-young has signed a contract described as a “windfall” — a total of 10 billion KRW over four years, with an annual income of 2.5 billion KRW. This is not only the highest individual sponsorship deal in the history of South Korean badminton, but also allows An Se-young to surpass her predecessor Lee Yong-dae and top the earnings list of South Korean badminton.
In the fierce battle for brand endorsement, Chinese brand Li-Ning even offered a higher annual bid of 3.5 billion KRW in an attempt to poach her, but Yonex won the competition with its comprehensive contract terms. An Se-young’s commercial value did not come out of nowhere. The South Korean player, known as a “genius girl,” reached the world No. 1 in the BWF women’s singles rankings before turning 23, holding championship titles at numerous top events including the World Badminton Championships, the Asian Games, the All England Open Badminton Championships, and the Korea Open Badminton Championships. More importantly, she won South Korea’s first Olympic women’s singles badminton gold medal in 28 years at the Paris Olympics, becoming the second Olympic women’s singles champion after Bang Soo-hyun.
In the editor’s opinion, this sky-high contract reflects a strategic game among brands. By agreeing to such a huge fee, Yonex is investing not only in An Se-young herself but also in the South Korean market behind her. It values her image as a “new-generation superstar” and its own strategic layout to challenge for leadership in the badminton equipment market.