Kuala Lumpur – The historic BWF World Championships 2025 triumph by mixed doubles pair Chen Tang Jie and Toh Ee Wei in Paris is set to be a game-changer not only for their legacy but also for their financial future. The world title, their first major career victory, is expected to catapult their earnings from modest winnings to a lucrative multi-million ringgit windfall through new sponsorship deals.
Prior to their glorious win on Merdeka Day, Chen and Toh had a challenging year. While they had played in several tournaments leading up to the World Championships, their prize money earnings were likely in the low thousands, as they did not secure any titles. Their journey was one of grit and perseverance, battling through early-round exits and close matches without the financial rewards that come with winning major titles. This, however, all changed in a single, phenomenal week in Paris.
The World Championships is an outlier in the badminton world, as it does not offer prize money. Instead, it provides the most coveted title in the sport, which, in turn, unlocks immense commercial value. For Chen and Toh, becoming world champions has instantly transformed their marketability. They now hold the most prestigious title in their discipline, a powerful asset that will attract major corporations eager to align with a winning brand.
This new reality follows the recent footsteps of their national teammates. The Badminton Association of Malaysia (BAM) recently made headlines by signing a monumental RM1 million annual deal with women’s doubles pair Pearly Tan and Thinaah Muralitharan, securing their services until the LA 2028 Olympics. This landmark agreement sets a new benchmark for player compensation in Malaysian badminton.
With their World Championships gold medal, Chen and Toh have surpassed all previous achievements in Malaysian mixed doubles history. Their accomplishment is arguably of even greater value than Pearly and Thinaah’s, given the scarcity of a mixed doubles world title for the country. As such, it is highly anticipated that Chen and Toh will also be offered a multi-million ringgit contract with BAM, potentially even exceeding the terms of their women’s doubles counterparts.
Beyond their national association, the duo is poised to secure significant personal sponsorships. Brands, both local and international, will be lining up to partner with the newly crowned world champions. Their inspiring comeback story—from a rocky partnership earlier in the year to reaching the pinnacle of the sport—is a narrative of resilience that resonates deeply with audiences and is highly attractive to commercial sponsors. The future is bright for Chen Tang Jie and Toh Ee Wei, as their hard-fought victory on the court translates into a well-deserved, and substantial, financial success off it.