Newly elected Badminton World Federation (BWF) President Patama Leeswadtrakul has outlined her vision for the future of the sport, emphasizing globalization and increased popularity beyond its traditional strongholds in Asia.
In an exclusive interview last week, just as she stepped into her prominent role, Leeswadtrakul shared her ambitious plans to elevate badminton’s global presence.
Acknowledging badminton’s current robust standing, Leeswadtrakul stated that further work is essential to achieve true global reach.
“I will take the initiative to engage leading badminton nations, such as China, Indonesia and Malaysia, to encourage their support in advancing these efforts,” she told Xinhua.
She further highlighted the potential for learning from established models, noting, “China’s well-integrated and successful model offers a valuable source of inspiration that can be studied and thoughtfully applied where appropriate.”
The BWF, during its recent general meeting, underscored its commitment to geographical balance and ensuring that all member nations possess the necessary resources to foster the sport’s development within their borders.
Leeswadtrakul specifically identified the African continent as a region ripe with potential. “Africa, in particular, shows great promise, and we will continue looking for meaningful ways to support progress through knowledge-sharing, access to opportunities, and partnerships that reflect each region’s context,” she affirmed.
Leeswadtrakul also expressed her aspirations to strengthen badminton’s foothold in the Americas, pinpointing the upcoming 2028 Olympic Games in Los Angeles as a significant opportunity.
“LA 2028 is perhaps one that the BWF cannot afford to miss. It will not be easy, but it is a meaningful challenge that calls for the collective effort of all stakeholders,” she added.
Despite the focus on expanding globally, the BWF President emphasized the importance of nurturing the federation’s relationship with badminton powerhouse China.
Recognizing China’s consistent hosting of major events like the Sudirman Cup and Thomas & Uber Cup, Leeswadtrakul lauded the capabilities of the Chinese Badminton Association and local organizing committees.
“The ability of China to organise badminton events is truly exceptional. Each event is delivered with remarkable perfection, scale, and impact that leaves a lasting impression on all participants and audiences,” she said, also acknowledging the strong governmental support for sports in China.
Furthermore, Leeswadtrakul stressed her commitment to cultivating athletes into global stars who can inspire and connect with audiences worldwide.
The BWF’s “star creation programme” aims to equip players with skills in social media, media engagement, and personal branding to foster deeper connections with fans.
“I believe that when fans are able to connect with players on a personal level, it creates stronger emotional ties to the sport and inspires lasting admiration,” Leeswadtrakul explained.
“By building global visibility for our players, we also inspire the next generation and strengthen badminton’s identity as a modern, people-driven sport.”