Seoul: South Korea’s world No. 1 badminton sensation, An Se Young, is at the center of an unprecedented sponsorship bidding war. As she continues her dominance on the international stage, top global brands are offering record-setting deals in a fierce race to secure her as their exclusive endorser.
According to Sports Chosun, Yonex and Li-Ning—two badminton giants—are going head-to-head, with offers climbing as high as $10 million USD (approximately 14 billion KRW) for a four-year contract, or $2.5 million USD annually. This would make An Se Young’s deal the highest-paid personal sponsorship in South Korean badminton history, eclipsing even the legendary Lee Yong Dae’s previous record.
This surge in negotiations follows a recent policy shift by the Korea Badminton Association, which began allowing players to sign personal gear sponsorships—including rackets, shoes, and braces—as of May 2025. The decision came after an internal audit by the Ministry of Culture, Sports and Tourism, triggered by An Se Young’s outspoken criticism of the national team’s management following the 2024 Paris Olympics.
Leading the charge was Li-Ning, a Chinese sportswear brand founded by former gymnastics icon Li Ning. The brand reportedly initiated talks with An Se Young before the rule change was even finalized, offering her a four-year deal worth $10 million USD. They also approached fellow Samsung Life teammates Seo Seung Jae and Kim Won Ho with offers of ₩2 billion ≈ $1.54 million USD and ₩1.2 billion ≈ $923,000 USD respectively per year.
In response, Yonex—which has long held the official sponsorship rights with the Korean Badminton Association—upped its game. While their initial offer was below Li-Ning’s, Yonex has now reportedly agreed to match the $2.5 million/year deal, dispatching negotiators from its Japan headquarters to finalize talks with An Se Young’s team.
This sponsorship battle comes at a time when An Se Young is arguably at the peak of her career. After winning 10 titles in 2023, including the World Championships and Asian Games, she continued her historic run in 2024 by capturing the Olympic gold in women’s singles. In 2025, she remains nearly unbeatable with a 32–1 win record and five titles under her belt so far.
However, the intense bidding has also raised concerns in the badminton community. Some insiders worry that the sport may be turning into a “money game,” exacerbating inequality between top-tier players and those still developing. Still, many see this as a landmark moment for athlete rights and recognition in badminton.
While the final decision remains pending, one question has intrigued fans and stakeholders alike: Will An Se Young continue to wear Yonex, despite previously voicing discomfort with their shoes? Or will she move forward with Li-Ning’s record-breaking offer?
One thing is certain—the era of badminton stars commanding superstar-level sponsorships has officially arrived.
