An Se-young, the 23-year-old badminton sensation from South Korea, is on the verge of signing a groundbreaking multi-year endorsement deal valued at over KRW 2 billion (approximately USD 1.45 million) per year, marking the largest contract in Korean badminton history. This landmark agreement is expected to solidify her status as the sport’s biggest star, surpassing even the iconic “Wink Boy” Lee Yong-dae, who gained fame at the 2008 Beijing Olympics.
According to industry sources on June 18, An Se-young has received a multi-year offer exceeding KRW 2 billion annually from Yonex, the official sponsor of the Korean national badminton team. It is reported that only the final details need to be ironed out, and the signing is imminent.
This unprecedented deal comes amidst the recent allowance of individual sponsorships for national team athletes, a significant change that will see An Se-young eclipse Lee Yong-dae’s current annual endorsement of over KRW 1 billion from Yonex.
“An Se-young is currently the best player in the world,” an industry insider stated. “Yonex, as the world’s leading badminton equipment manufacturer, has decided that they must secure An Se-young and have offered terms to match her stature. This amount is considered world-class for both male and female athletes.”
An Se-young has dominated the global badminton scene since 2023. That year, she became the first Korean female singles player in 27 years, since Bang Soo-hyun, to win the prestigious All England Open, subsequently rising to world number one. She further etched her name in history by becoming the first Korean singles player to win the World Championships.
Her rise to national stardom was particularly evident at the Hangzhou Asian Games. After leading the women’s team to victory, An Se-young clinched her second Asian Games gold medal in the women’s singles final, defeating her arch-rival Chen Yufei of China – a feat not achieved by a Korean in 29 years since Bang Soo-hyun. Her indomitable spirit, especially battling through a knee injury in the final to secure the gold, deeply moved the nation.
Last year, at the Paris Olympics, An Se-young truly cemented her reign, winning the Olympic women’s singles gold medal, 28 years after Bang Soo-hyun’s victory at the 1996 Atlanta Games. Overcoming the disappointment of no medals at the 2021 Tokyo Games, she established herself as the undisputed top player.
However, immediately after the Paris Olympics final, An Se-young made pointed remarks, criticizing the operational issues within the national team and the Korea Badminton Association (KBA). She also expressed her desire for players to receive fair compensation through individual sponsorships.
At the time, An Se-young’s situation was seen as unfair compared to players from other countries who were allowed personal endorsements. For instance, PV Sindhu, often dubbed “India’s Kim Yuna,” despite being outside the top 10 globally, reportedly earned USD 7.1 million (approximately KRW 9.2 billion) in 2023 alone through advertisements and sponsorships. Viktor Axelsen (Denmark), a two-time Olympic men’s singles champion, is also known to receive millions of dollars in sponsorships while training independently after moving to Dubai, UAE.
In response, the Ministry of Culture, Sports and Tourism launched an investigation into the KBA and recommended regulatory changes. Subsequently, former KBA President Kim Taek-gyu and the association devised a plan to allow individual sponsorships for players. The newly elected KBA President Kim Dong-moon, who took office in January, also promised this, and last month, individual sponsorship contracts for national team players were officially permitted, covering items like rackets, shoes, and protective gear that could impact performance.
Initially, Yonex’s sponsorship agreement with the KBA was set to run until March 2027, providing an estimated KRW 5 billion annually, including incentives based on performance (up to USD 2.9 million or KRW 4 billion) and equipment. Based on this, the KBA supported training and international competitions for senior national team members, reserve players, and junior teams. However, a condition was that players could only use Yonex products.
With the decision to allow individual sponsorships for national team players, the situation has changed. Yonex’s headquarters swiftly began individual contract negotiations with key players, including An Se-young, Seo Seung-jae, and Kim Won-ho (all from Samsung Life). It is reported that contracts for these three players are nearing completion. Meanwhile, women’s doubles players Lee So-hee (Incheon International Airport) and Baek Ha-na (MG Saemaul Geumgo) have already secured sponsorship deals with Victor.
Despite previously stating that she would not engage in advertising after the Asian Games, An Se-young’s market value was estimated at approximately KRW 10 billion over five years. Ultimately, she is now set to receive compensation befitting this valuation.
An Se-young’s team has been cautious in negotiating the sponsorship. While not denying talks with Yonex, a representative hinted, “We have narrowed down negotiations to two companies, and a contract will be signed soon.” While essentially a two-horse race between Yonex and Victor (a former official sponsor of the national team), Yonex, as the world’s largest badminton equipment manufacturer, is determined to secure An Se-young.
However, with the allowance of individual sponsorships, Yonex’s financial support to the KBA is expected to decrease. The KBA plans to secure KRW 1 billion in support for strategic sports from the Ministry of Culture, Sports and Tourism and seek other sponsors to make up for the shortfall.
