South Korea’s reigning badminton queen, An Se Young, is on the verge of making history both on and off the court. According to NoCutNews, the 2024 Olympic gold medalist is expected to sign a landmark multi-year endorsement deal with Yonex, valued at over 2 billion Korean won annually—approximately USD $1.44 million.
The deal will surpass the previous record held by South Korean badminton legend Lee Yong Dae, who once inked a contract worth over 1 billion won with the same brand. Once finalized, An Se Young’s contract will become the most lucrative in the history of South Korean badminton.
An’s rapid rise has been nothing short of extraordinary. In 2023, she clinched 10 titles—including the World Championships and Asian Games gold medals—and was crowned BWF Female Player of the Year. Her dominance continued into 2024 with her Olympic gold medal at the Paris Games, making her the first South Korean woman to achieve this feat since Bang Soo-hyun in 1996.
So far in 2025, An Se Young has shown no signs of slowing down. She has posted an incredible 32-1 win-loss record, including a 27-match winning streak, and already lifted five titles this season.
The Yonex deal is reportedly in its final negotiation phase, with only minor contractual details left to finalize. Thanks to South Korea’s policy that permits individual sponsorships for national players, the partnership will soon set a new precedent in the country’s sporting landscape.
