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Viktor Axelsen’s sponsorship deals are worth millions

Viktor Axelsen is one of the most valuable brands in badminton. (photo: AP)
Copenhagen: Reigning world champion Viktor Axelsen has gradually become one of the world’s most powerful and valuable brands. The Denmark badminton superstar has a brand value of several millions a year, the amount by which his endorsement income exceeds the prize money he earned through the tournament. Henrik Axelsen, Viktor Axelsen's father is currently his manager and is taking care of...

BAM boosted by RM10 million deal with Celcom Axiata

Datin Seri Rosmah Mansor (middle), witnessing Badminton Association of Malaysia (BAM) president Datuk Seri Norza Zakaria (second right) and Chairman of Celcom Axiata Berhad, Tan Sri Jamaluddin Ibrahim (second left) exchanging documents after the signing ceremony. (photo: Bernama)
Kuala Lumpur: The Badminton Association of Malaysia (BAM) received a tremendous boost when they extended their sponsorship with Celcom Axiata by additional 15 months in a new deal that worth RM10 million. Celcom Axiata is a telecommunications provider in Malaysia. The company’s existing three-year sponsorship deal that worth Rm24 million will end on June 2019 while the extended deal will...

Jeremy Gan steps down as BAM men’s doubles coach

Wish Jeremy Gan (middle) all the best for his future endeavors. (photo: Bernama)
Kuala Lumpur: The Badminton Association of Malaysia (BAM) is currently going through a bad patch, first of all its technical director Morten Frost has tendered his resignation on Sept 11, and two weeks after Frost's resignation came yet another blow as Jeremy Gan decided to step down as the men's doubles coach of BAM on Saturday. Jeremy Gan who best...

Kento Momota wins Czech Open

Badminton fans could soon see Kento Momota playing in Superseries tournament. (photo: AP)
Brno: The 2017 Li-Ning Czech Open concluded on Saturday in Brno, Czech Republic as Kento Momota of Japan underlined his reemergence as a powerful player in badminton by picking up the Czech Open men's singles title, his second title in two weeks. After winning the Yonex Belgian International tournament two weeks ago by beating Hong Kong’s Lee Cheuk Yiu, the...

Lee Zii Jia to play Kento Momota in Czech Open semis

Kento Momota is currently ranked 163th in the world. (photo: AP)
Brno: Malaysian youngster and No. 8 seed Lee Zii Jia who finally clinched his first senior level title at the Polish International Series badminton championships last Sunday, maintained his bid for a second consecutive title in Europe as he moved into the Czech Open last four with a 21-16, 21-14 win against compatriot Lim Chi Wing on Friday. Lee faces...

2017 Badminton world junior championships team draw announced

China wins 5 golds at the 2016 World Junior champions, with the exception of girls' doubles. (photo: BWF)
Jakarta: A total of 488 shuttlers from 64 countries and regions will participate in the badminton world junior championship that will be held in Indonesia, at Among Projo sport stadium in Yogyakarta province from Oct. 9 to Oct. 22. The 2017 World Junior team draw has been released by Badminton World Federation (BWF) on Thursday, defending champions China were drawn...

Viktor Axelsen becomes new World No. 1

Viktor Axelsen becomes No.1 ranked men's singles player. (photo: AP)
Kuala Lumpur: The 23-year-old reigning World Champion Viktor Axelsen of Denmark moved up 1 spot at the latest Badminton World Federation (BWF) rankings on Thursday to become the new No. 1 men's singles player in the world. After his victory at the Japan Open Superseries, Axelsen earned a total of 76,200 points, which was enough to dethrone Son Wan Ho...

Viktor Axelsen promotes Denmark Day in Guangzhou, China (3 pics)

Viktor Axelsen celebrates the "Denmark Day" with Chinese fans in Guangzhou. (photo: Facebook)
Guangzhou: The popularity of World No. 1 men's singles player Viktor Axelsen was on full display as throngs of badminton fans welcomed him to Guangzhou, China to promote the Denmark Day on Tuesday as part of the China - Denmark Tourism Year 2017. Ever since Viktor Axelsen defeated Chen Long, Lin Dan to win the 2017 World Championships and outlasted...

Misbun Sidek praises Lee Chong Wei’s performance at Japan Open

Slow starts and mid-set slumps are two common issues for Lee Chong Wei during the Japan Open, hope Misbun Sidek can help fix that. (photo: Bernama)
Kuala Lumpur: Despite Lee Chong Wei's Japan Open final loss, Malaysian men's singles head coach Misbun Sidek told reporters that Lee had given a good performance at the just-concluded Japan Open in Tokyo. Although Sidek did not accompany Lee to Japan Open, he noted that Lee had shown a lot of improvement compared to his outing at the World Championships...

Lee Chong Wei hits the fastest smash in the world at 417km/h

Lee Chong Wei achieves the fastest badminton smash in competition (male) with 417km/h. (photo: AP)
Tokyo: Former World No. 1 Lee Chong Wei of Malaysia has recorded the fastest smash in the men’s singles competition during the Japan Open final against reigning World Champion Viktor Axelsen of Denmark. Lee hit a 417km/h powerful shot at in the third set when he was trailing far behind Axelsen. According to the Guinness World Records Official site, the fastest...

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Perhaps Lin Dan is trying to conserve his energy for next week's French Open. (photo: AP)

Lin Dan withdraws from Denmark Open

Odense: Two-time Olympic champion Lin Dan has withdrawn from the Denmark Open that will kick off on Wednesday at the Odense Sports Park. In addition...
Kento Momota will be able to break into men's top 100 in the BWF world rankings next week.

Unstoppable Kento Momota wins Dutch Open

Almere: Former World No. 2 Kento Momota of Japan continued to play great again in Europe. After winning the 2017 USA International, 2017 Belgian...
China beat Malaysia to retain 2017 BWF World Junior Mixed Team Championships crown.

China beat Malaysia to retain BWF World Junior Mixed Team title

Yogjakarta: Apart from a scare in the first match, where Malaysia's Man Wei Chong/Pearly Koong Le Tan were in control, and put Malaysia ahead...