An Se-young set for record-breaking RM42.4 million deal?

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AN further bolstered her presence in world badminton after becoming the first women’s singles shuttler to win three Super 1000 Tour titles in one calendar year. - Photo: AFP

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KUCHING: World No. 1, An Se-young, is at the centre of a record-breaking sponsorship battle, with global sportswear giants, Yonex and Li-Ning, reportedly offering up to USD10 million (about RM42.4 million) in a bid to secure her endorsement over the next four years.

According to renowned Korean sports tabloids, Chosun Ilbo and Sports Chosun, the race to sponsor the reigning world champion has intensified following recent changes to the Korean national team’s sponsorship regulations.

As of May, national athletes are now allowed to sign individual gear sponsorship deals, a shift from the previous team-wide arrangements.

Industry sources say Chinese-based Li-Ning was first to table a lucrative USD2.5 million-a-year proposal, prompting Yonex – An’s long-time sponsor – to respond with a matched counter-offer.

The deal includes shoes, rackets, apparel and accessories, with negotiations now said to be in the final stages.

The bidding war is a result of An’s meteoric rise in the sport and her global popularity, especially after winning multiple World Tour titles and finishing the 2024 season as World No.1.

She also gained attention for switching to non-Yonex shoes due to reported discomfort and injury risks, which triggered discussions about customised footwear in future contracts.

Should the deal materialise, it would mark the largest individual sponsorship in Korean badminton history, eclipsing even legendary doubles star Lee Yong-dae’s previous endorsements.

Both Yonex and Li-Ning have yet to make an official announcement, but insiders say a final decision is expected before the Paris Olympics.

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