New BWF president Patama aims to strengthen badminton's global presence

The Star

05-05-2025

XIAMEN (Bernama-Xinhua): Thailand's Khunying Patama Leeswadtrakul was elected president of the Badminton World Federation (BWF) at the 86th BWF Annual General Meeting on April 26.
The 60-year-old, who is also a member of the International Olympic Committee, ran unopposed and became the BWF's second female president.
She has also served as president of the Badminton Association of Thailand.
As the newly elected BWF president, Patama gave an exclusive interview with Xinhua during the recently concluded 2025 Sudirman Cup in Xiamen, a coastal city in east China's Fujian Province.
In the past decades, Asia has traditionally dominated elite badminton. In Patama's opinion, serving as BWF president means ensuring that the sport grows in every region of the world.
"I will take the initiative to engage leading badminton nations, such as China, Indonesia, and Malaysia, to encourage their support in advancing these efforts," said Patama.
"China's well-integrated and successful model offers a valuable source of inspiration that can be studied and thoughtfully applied where appropriate."
To promote badminton to other continents, Patama has one clear area of focus.
"Africa, in particular, shows great promise, and we will continue looking for meaningful ways to support progress through knowledge-sharing, access to opportunities, and partnerships that reflect each region's context," said Patama.
For the Americas, Patama expressed that the 2028 Olympic Games in Los Angeles will represent an ideal opportunity to promote the sport.
"LA 2028 is perhaps one that the BWF cannot afford to miss. It will not be easy, but it is a meaningful challenge that calls for the collective effort of all stakeholders," added Patama.
Patama reiterated her firm belief that, with the right collaboration and continued support, Europe, Pan America, Africa, and Oceania can further strengthen their already growing badminton ecosystems and achieve their full potential on the global stage.
"Ultimately, my goal is to make badminton a sport that truly belongs to the world - uniting people through opportunity, pride and shared achievement," Patama said.
Patama noted that one of her key priorities is to nurture and empower athletes to become global stars - individuals who inspire, lead and connect with audiences around the world.
"A true badminton superstar goes beyond athletic performance. They carry a strong personal presence, communicate authentically, and reflect the values of the sport on and off the court." Patama said.
To support this, BWF launched the Star Creation Programme in 2019, offering players guidance in social media, media engagement, and personal branding to help them connect more deeply with fans.
"I believe that when fans can connect with players on a personal level, it creates stronger emotional ties to the sport and inspires lasting admiration," Patama said. "By building global visibility for our players, we also inspire the next generation and strengthen badminton's identity as a modern, people-driven sport".
In recent years, many top badminton players have been troubled by injuries, prompting Patama to stress the need for a balanced calendar of events.
"I am fully committed to safeguarding the health and well-being of our athletes as they compete in a demanding global calendar. We must find the right balance between competition, performance, and recovery." Patama said, adding that her vision is to ensure that elite badminton remains sustainable, so that players can enjoy long and successful careers.
Patama described the testing of the best-of-three 15-point system as an important innovation in badminton's development.
She noted that it encourages more intense rallies and closer contests, with matches often reaching their most critical and exciting phases more quickly - potentially capturing viewer attention earlier.
Additionally, slightly shorter match duration could benefit tournament scheduling, offer greater broadcast flexibility, and reduce the physical toll on players.
The trial is being conducted across 10 tournaments, and BWF is gathering feedback from players, coaches, officials, organisers and other key stakeholders.
In recent years, China has hosted multiple top-tier badminton events, such as the Sudirman Cup and Thomas & Uber Cup.
"I look forward to seeing China host more major championships and to deepening our collaboration to elevate the global reach of the sport," Patama said.
Patama noted that China has shown outstanding capacity in hosting world-class badminton events, hailing the Chinese Badminton Association and local organising committees' excellence in many areas, from planning and logistics to fan experience and media coverage.
"The ability of China to organise badminton events is truly exceptional. Each event is delivered with remarkable perfection, scale, and impact that leaves a lasting impression on all participants and audiences," Patama said, adding that these achievements reflect not only the strength of Chinese sports governance but also the strong support of the Chinese government in promoting sport at all levels.
Patama also emphasised the role of local fans, stating that China offers some of the most passionate audiences in the world, which adds tremendous energy and commercial value to badminton events.
Highlighting the importance of collaboration, Patama said, "We value the trust, experience, and commitment of our Chinese partners and view them as an integral part of badminton's global future." - Bernama-Xinhua