Quick look
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Chery Malaysia continues with its support of Malaysian sports as the official sponsor of the inaugural Lee Chong Wei Cup, a new national tournament focused on discovering and nurturing young badminton talent.
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Besides a RM100,000 prize pool, winners will have a direct trial at the Academy Badminton Malaysia, strengthening the nation’s professional sports pipeline.
Chery Malaysia continues to demonstrate good corporate citizenship and deepening its commitment to Malaysian sport by becoming the official sponsor of the inaugural Lee Chong Wei Cup (LCWC). Launched together with national icon Dato’ Seri (Dr.) Lee Chong Wei, it follows on from support of Malaysia’s Olympic medallists at the Paris 2024 Games and its contributions to the national contingent for the Asian Youth Para Games 2025.
Helping to develop young talent
The company is now focusing on the scouting and development of young talent, according to Vice- President of Chery Malaysia, Lee Wen Hsiang. “At Chery, we believe in investing in the future of sports. Our intention has always been to nurture young talent and support the ecosystem around them. As one of Malaysia’s fastest-growing international automotive brands, we are proud to support initiatives that shape the nation’s sporting future,” said Mr. Lee.
Emphasizing that the company is supporting the entire ecosystem surrounding young athletes, Mr. Lee noted that competitions like the LCWC are vital for identifying emerging talent at an early age and providing the necessary technical and mental structure for growth.
Our national icon
The LCWC aspires to reflect the values that defined Chong Wei’s remarkable 2-decade career. He held the world No. 1 ranking for a record 349 weeks, including a 199-week consecutive run from 2008 to 2012. The triple Olympic silver medalist also captured 69 Badminton World Federation titles, cementing his place among the sport’s all-time greats
“I hope this initiative will help shape strong individuals and encourage children from all backgrounds to participate in sports. Badminton has always united Malaysians from every walk of life, and I hope the Lee Chong Wei Cup can become a meaningful platform for young players to grow and develop.”
Dato’ Seri (Dr.) Lee Chong Wei
Up to 3,200 participants expected
The tournament is set to be one of the most significant youth-level events in the country, targeting 3,200 participants across 3 age categories: Under-13, Under-15, and Under-17. Supported by the Badminton Association of Malaysia (BAM), the competition offers a lucrative total prize purse of RM100,000. The champions will earn a trial opportunity at the Academy Badminton Malaysia, providing a direct pathway into the national elite training system.
BAM President Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz welcomed Chery’s involvement, noting that the initiative strengthens the grassroots pipeline and widens access to the sport. By aligning with the player’s legendary legacy, Chery Malaysia continues to position itself as a key driver in shaping the nation’s sporting future and promoting healthy, active lifestyles among Malaysian youth.
