Chery Malaysia has joined forces with national badminton icon Dato’ Seri Lee Chong Wei to become the official partner for the inaugural Lee Chong Wei Cup (LCWC). The company says the partnership reflects its commitment to community impact and youth development, in line with its previous support of Malaysia’s Olympic medallists and the national contingent at the Asian Youth Para Games.
“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 Chery Malaysia Vice President, Lee Wen Hsiang.
He added that such competitions are vital for identifying emerging talent and providing the technical and mental structure they need to grow.
Supported by the Badminton Association of Malaysia (BAM), the inaugural Lee Chong Wei Cup will feature three age categories, Under-13, Under-15 and Under-17, across all five standard disciplines: Boys’ Singles, Girls’ Singles, Boys’ Doubles, Girls’ Doubles, and Mixed Doubles.
The competition targets 3,200 participants and debuts as a single-leg event offering a total prize purse of RM100,000, making it among the most lucrative youth-level sporting competitions in the country. Beyond the financial incentives, champions-elect will also be offered a trial opportunity at the Akademi Badminton Malaysia (ABM).
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BAM President Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz welcomed the initiative as a valuable addition to the grassroots ecosystem. He noted that the tournament serves to widen access and strengthen the national talent pipeline, ensuring that the legacy of a man who held the world number one ranking for 349 weeks continues through the next generation of players.
Chong Wei added that he hopes this initiative will help shape strong individuals and encourage children from all backgrounds to participate in sports. He noted that badminton has always united Malaysians from every walk of life, and he hopes the Lee Chong Wei Cup can become a meaningful platform for young players to grow and develop.
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