KUALA LUMPUR, 26 February 2026 — Automotive brands today are expected to go beyond selling cars and Chery Malaysia is doing exactly that. The fast-growing international marque has officially partnered with the inaugural Lee Chong Wei Cup, reinforcing its commitment to youth development and grassroots sports in Malaysia.
Founded by national badminton legend Lee Chong Wei, the tournament represents more than just competition. It is a structured platform aimed at nurturing young talent, instilling discipline, and providing meaningful pathways into Malaysia’s professional badminton ecosystem.
A Tournament Built for the Next Generation
Supported by the Badminton Association of Malaysia (BAM), the Lee Chong Wei Cup will debut as a single-leg competition featuring three age categories which are Under-13, Under-15 and Under-17. Players will compete across all five core disciplines:
- Boys’ Singles
- Girls’ Singles
- Boys’ Doubles
- Girls’ Doubles
- Mixed Doubles
Image Source : Paultan.Org
The tournament is targeting an impressive 3,200 participants nationwide, making it one of the largest youth-level badminton competitions in the country.
Adding to its prestige is a total prize purse of RM100,000, positioning it among the most lucrative youth badminton tournaments ever held in Malaysia. Beyond financial rewards, champions will earn the opportunity to attend a trial at the Akademi Badminton Malaysia (ABM), a critical stepping stone for aspiring national players.
Chery’s Growing Role in Malaysian Sports
Image Source : Paultan.Org
For Chery Malaysia, the partnership reflects a broader vision of community engagement and long-term impact.
“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,” said Lee Wen Hsiang, Vice President of Chery Malaysia. “As one of Malaysia’s fastest-growing international automotive brands, we are proud to support initiatives that shape the nation’s sporting future.”
This is not Chery’s first foray into sports sponsorship. The company previously supported Malaysia’s Olympic medallists from the Paris 2024 Games and the national contingent at the Asian Youth Para Games 2025, initiatives that align with its positioning as a socially responsible and forward-looking automotive brand.
A Legacy That Inspires
Lee Chong Wei’s involvement elevates the tournament beyond commercial partnership. A triple Olympic silver medallist and former world number one for a record 349 weeks, Chong Wei’s career has long symbolised resilience, discipline and national pride.
BAM President Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz described the initiative as a meaningful addition to Malaysia’s grassroots ecosystem, noting that it strengthens the national talent pipeline while widening access to structured competition.
For Chong Wei himself, the Cup represents a personal mission, to give back to the sport that defined his life and to ensure the next generation has stronger foundations than ever before.
More Than Just a Sponsorship
In today’s competitive automotive landscape, partnerships like this highlight how brands can create relevance beyond mobility. By aligning with youth sports and national icons, Chery Malaysia is not only building brand visibility but also reinforcing its values of growth, resilience and long-term commitment, qualities that resonate strongly with Malaysian consumers.
With more details of the Lee Chong Wei Cup set to be announced in the coming weeks, this inaugural edition could mark the beginning of a long-term platform for grassroots excellence.
Stay tuned as we continue to follow developments on this partnership, and what it means for both Malaysian badminton and the evolving role of automotive brands in nation-building.
