KUALA LUMPUR — Amid the shadow of an alleged corruption investigation by the Malaysian Anti-Corruption Commission (MACC), the Badminton Association of Malaysia (BAM) is making significant strides in securing key sponsorship deals, reinforcing its vision for the future.
The renewal of a three-year partnership with Affin Bank last week was just the beginning.
BAM is poised to announce several major deals before year-end, including a likely extension of its collaboration with Petronas, whose current three-year sponsorship is set to expire this month.
Sources suggest that a new four-year deal is in the final stages of negotiation.
Additionally, a prominent insurance company is preparing to join BAM’s sponsor lineup, according to a representative speaking on condition of anonymity.
Long-standing partner Yonex is also reportedly ready to extend its support for the association.
“At the moment, I cannot confirm anything until the sponsors make the official announcements,” the source said. “What I can say is that BAM is definitely heading in the right direction.”
These partnerships are timely as BAM, a non-profit organisation, invests approximately RM50 million annually to support its roster of around 100 players.
Much of this funding comes from sponsorships secured from major brands such as Petronas, Yonex, Perodua, Affin Bank, 100Plus, and the Youth and Sports Ministry (KBS).
With the Los Angeles 2028 Olympics just four years away, BAM is strategising to ensure top players stay with the national team amid demands for higher salaries from senior athletes.
BAM’s preparations for Olympic success were further boosted by the recent appointment of Denmark’s Kenneth Jonassen as the new singles head coach.
Tasked with steering Malaysian players to Olympic gold, Jonassen’s experience is seen as a key asset in the national body’s long-term plans.
While financial challenges persist, BAM’s ability to secure strong sponsorships amid scrutiny is a promising sign.
The upcoming Malaysia Open Super 1000 tournament in January is widely viewed as a testament to the association’s robust organisational capability and its enduring appeal to major sponsors.
While these developments pose challenges, BAM’s ability to secure significant sponsorship deals is viewed as a positive sign for the future of Malaysian badminton. — December 2, 2024