Seoul: An Se Young Signs Historic USD $7.2M Yonex Deal, Beating Li-Ning in Sponsorship Race.
South Korea’s badminton queen An Se Young (23, Samsung Life) has officially inked a landmark individual sponsorship deal with Yonex, securing her position as the highest-paid player in Korean badminton history.
According to sources close to the negotiations, the agreement was finalized on June 26. The four-year deal is reportedly worth ₩10 billion (approximately USD $7.2 million), with an annual payout of ₩2.5 billion (roughly USD $1.8 million). This is the most lucrative single-player equipment sponsorship ever recorded in Korean badminton.
Currently ranked No. 1 in the world, An Se Young has dominated the global stage with wins at the 2023 World Championships and Hangzhou Asian Games, and she continues to impress with her impeccable rhythm, powerful defense, and sharp drop shots. Her exceptional game sense has elevated her to the pinnacle of the sport at a young age.
Yonex didn’t stop with An Se Young—top men’s doubles players Seo Seung Jae (28) and Kim Won Ho (26) also signed significant four-year contracts worth USD $6.4 million and USD $4.3 million respectively. These signings cement Yonex’s dominance in the Korean badminton market.
Interestingly, rival brand Li-Ning had offered An Se Young an even more substantial annual package of USD $2.5 million. However, An’s team, advised by legal counsel, opted for Yonex due to superior product quality, branding rights, and post-care support—proving it wasn’t just about the money.
Yonex is also reportedly close to signing another Korean star, women’s doubles ace Kong Hee Yong (29) of Jeonbuk Bank, further consolidating their grip on Korea’s elite talent.
This sponsorship boom follows a pivotal change in Korean badminton policy. In response to An Se Young’s public criticism of national team operations post-Paris Olympics, South Korea’s Ministry of Culture, Sports, and Tourism conducted a sweeping audit. As a result, since October 2024, players are officially allowed to pursue individual equipment sponsorships.
This policy shift enabled star athletes like An Se Young to explore better sponsorship opportunities independently and transparently, reshaping Korea’s badminton landscape.
This Yonex deal represents not only a personal milestone for An Se Young but also a turning point for the entire sport, signaling a new era of athlete empowerment and professional independence.
