South Korean badminton sensation An Se-young, dubbed the “Badminton Empress,” has officially signed a groundbreaking personal sponsorship deal with Yonex, solidifying her position as one of the sport’s most marketable stars. The agreement, valued at an unprecedented ₩10 billion (approximately $7.2 million USD) over four years, marks the largest single sponsorship contract in Korean badminton history.
According to an official familiar with the negotiations, An Se-young, 23, and Yonex finalized the terms on June 26. Sports Chosun reports the annual value of the contract to be ₩2.5 billion.
An Se-young, currently ranked world number one, has dominated the international badminton circuit, clinching gold medals at the 2023 Paris Olympic Games and the Hangzhou Asian Games, among numerous other titles. Known for her precise rhythm, formidable defense, and sharp drop shots, she has ascended to the pinnacle of the sport at a remarkably young age due to her exceptional court management.
Yonex Secures Top Korean Talent
Yonex’s strategic moves extend beyond An Se-young, as the company has also secured significant four-year deals with other top Korean badminton players. Men’s doubles stars Seo Seung-jae and Kim Won-ho, both also from Samsung Life, have signed contracts worth ₩2.2 billion and ₩1.5 billion annually, respectively. This collective signing spree indicates Yonex’s aggressive push to consolidate its position with South Korea’s elite badminton talent.
More Than Just Money: A Strategic Choice
Despite a reported offer of ₩3.5 billion annually from rival company Li-Ning, An Se-young ultimately chose Yonex. Sources indicate that An’s team, after consulting with legal counsel, considered factors beyond just the monetary offer, including product quality, promotional rights, and long-term support, leading to their decision to partner with Yonex.
Reshaping the Sponsorship Landscape
The shift in the sponsorship landscape extends further, with women’s doubles ace Kong Hee-yong also reportedly on the verge of signing with Yonex. This aggressive recruitment by Yonex, encompassing both promising young talents and established stars, has effectively tilted the badminton sponsorship market heavily in their favor.
This development is not unrelated to An Se-young’s public criticisms regarding the national team’s operational system following last year’s Paris Olympics. Her remarks prompted a comprehensive audit of the Korea Badminton Association by the Ministry of Culture, Sports and Tourism. As a result, a new system was introduced in October 2024, allowing individual athletes to directly secure personal equipment sponsorships. This crucial reform has opened doors for star athletes like An Se-young to choose sponsors under more favorable terms.
The landmark contract is being hailed as the first major outcome of these institutional reforms, aimed at enhancing the national team’s operational transparency and administrative efficiency. Analysts suggest this could pave the way for similar changes in other sports, marking a significant turning point in the overall sponsorship structure of the sports industry.