Latest news with #KhunyingPatamaLeeswadtrakul
The Star
05-05-2025
- Sport
- The Star
New BWF president Patama aims to strengthen badminton's global presence
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
Indian Express
27-04-2025
- Business
- Indian Express
After transforming Thai badminton, new BWF chief Leeswadtrakul's task will be to unlock the sport's global potential
It's not like authentic sports cities like Hyderabad in India with wide exposure to several disciplines didn't try it. Just that smaller towns in Thailand, and the capital Bangkok alike, could completely barricade busy roads and completely close off traffic on Sundays, so that they turned into makeshift sports streets, where they consistently played sports. Khunying Patama Leeswadtrakul, the then 55-year-old businesswoman, a self-made corporate success story, with a love for sport and the backing of Thai royals, was given a free mandate to pull off her Sport Street initiative and badminton, her adored sport, continued to blossom through impromptu shuttle games on streets. Elected president of the Badminton World Federation this week, at age 60 and only the second woman to rise high in that hierarchy, Leeswadtrakul is expected to bring the same wide view, inclusiveness, access and foresight to the sport she's now globally taken charge of, years after picking an economics degree from University of Manchester. Women's badminton doesn't need an extra push—the players have been excellent ambassadors. But the entire sport could use some energy and verve in promoting itself and shaking off the yoke of contemplative complacency that has seen it not reach its popularity potential. Leeswadtrakul also needs to bring her business brain to market the sport and incentivise it with far larger prize money than what it currently offers. Badminton has Asia's large hearts fluttering in its palm. But it has just not managed to unlock the spending pockets of mammoth sponsors. Also, the World Championships need to get a tad serious and offer financial rewards, not just s trophy and the tag. Make it want to want it. Twelve years with Poul Erik Hoyer Larsen, a former Olympic champion leading BWF, did set up the skeletal tournament structure for the sport and amp up the prize purses a little. But Leeswadtrakul might want to consider getting properly ambitious in seeking out global sponsors, cleaving open American markets, and prodding Asian big businesses to prop up the Asian sport to tennis levels. With her experience at the International Olympic Committee (IOC), and her own career background, and absolute respect for the soul of the sport, Leeswadtrakul has her task cut out. The chaos in BWF scheduling might be comparable to the tennis calendar bemoaned by all its top names. Nothing to take pride in, that's another aspect of badminton that Leeswadtrakul might want to sort out sooner than later in her term. The sport will remain fringe at the next two Olympics – in the USA and Australia next, though some might say this is just the perfect opportunity to push in those two shuttle-sleeping sports behemoths. Leeswadtrakul understands Asian pragmatism towards sport, the reality of its challenges much better than Europeans. But she would do well to be aware that she's spearheading one of the few sports besides TT where Asians can hold their own. So, it's her responsibility to proselytize the good word about shuttle and make inroads into hitherto uncharted waters of those smug self-contented franchise league sporting economies leading up to LA28 and Brisbane32. 🔔 BREAKING Khunying Patama Leeswadtrakul Confirmed BWF President-elect for 2025-2029 #BWF #badminton — BWF (@bwfmedia) April 26, 2025 Leeswadtrakul is one of those Thai sports administration success stories, in that she straddled international roles with the IOC along with genuinely growing badminton in Thailand with systemic pathways. China is back to dominating the sport, but even at the Sudirman Cup, they know Thailand could be a slippery opponent given how it has progressed in all five categories. It's not just that Kunlavut Vitidsarn is heir apparent in men's singles. But also that Thailand plays a beautiful style of badminton, technically solid but with creative accents. It's down to when Leeswadtrakul decided to empower her coaches to make the big decisions, backing them to decide on badminton matters. There was no insecurity about losing her grip on her flock of players, and sporting decisions were left to the experts. But while elite badminton reached stratospheric popularity in the Poul Erik Hoyer Larsen reign, and many forays were made into South America and Africa, through amateur events, Leeswadtrakul might have more ideas on how to broadbase the sport. While she came to the forefront when taking up the responsibility of hosting tournaments during the fag end of pandemic lockdowns in Thailand, it's in her other initiatives that the sport is entering the nooks and crannies of Thailand. She kicked off something called Sport Every Event (SEE), where every business, government or group conclave would make provisions for a side sporting event. You didn't have to hit drops like Intanon Ratchanok or Tai Tzu-Ying but you could swap your biz suits for tracks and play a spot of badminton, be it in hotel resorts, business expo halls or even malls. A badminton net or TT table or boxing ring would be set up and everyday people were encouraged to play. The ultimate ideal was to get the whole population healthy, and combined with Sunday sports streets, which cordoned off traffic and let people play, Leeswadtrakul was aiming to extend access to everyone. She had declared war on what the Thais called 'office syndrome' — cardiac and diabetes diseases from the sedentary lifestyles of long-hour office goers. And the country was also losing youth to narcotics and crime, which she wanted to stem through diversionary sports. It helped that her priorities were not politics and its attendant shenanigans and the focus was not on keeping provincial votes happy. But she believed in inclusionary policies and could unite the Thai sporting fraternity, also furthering her own credentials enough to get elected BWF president. Gully cricket or recreational impromptu massy cricket is a highly underrated talent and follower base in India for its largest sport. Leeswadtrakul pulled off her equivalent of gully badminton, even as she oversaw the growth of the Thai symphony and other arts in the country. Snow sculpting at the Winter Olympics at the PyeongChang Games in 2018, was another burst of inspiration that quickly became popular under her stewardship. Air badminton (outdoor shuttles) could do with a similar push. Badminton could do with wooing the masses and classes, tingling cash registers by pulling big corporates as well as engaging the streets' emotions. Leeswadtrakul's time as BWF president will be watched with interest for how much she can achieve as a career businesswoman, after a true blue athlete-turned-administrator tried for a dozen years. The needle moved a little for the sport, but not very much.
Indian Express
26-04-2025
- Sport
- Indian Express
Badminton: Thailand's Khunying Patama Leeswadtrakul becomes BWF president, only 2nd woman ever to take up the role
Thailand's Khunying Patama Leeswadtrakul became the second woman president of the Badminton World Federation as her appointment as the new chief of the governing body was confirmed at the 86th BWF Annual General Meeting in Xiamen, China held on Saturday. Leeswadtrakul won unopposed as she was the only nominee for the position. Khunying Patama succeeds Denmark's Poul-Erik Høyer, whose 12-year tenure as BWF President ends on Saturday. Lu Shengrong, who served in the role from 1993 to 2001, was the first female chief of the global governing body. Lu's election as IBF President in 1993 was also the first Chinese president of any international sporting organisation. 'For me, badminton has always been more than a sport and tonight marks a deeply meaningful milestone,' said Khunying Patama. 'While badminton is in a strong position today, we must continue to work towards making badminton a truly global sport. 'The next Olympic and Paralympic Games in Los Angeles are just three years away and LA28 presents a powerful opportunity to elevate our sport on the world stage. We must be ready to grab this moment.' Høyer was awarded Honorary Life Vice President by the BWF membership at the AGM. Thailand's Khunying Patama Leeswadtrakul has been confirmed new BWF President at the 86th BWF AGM in Xiamen, China held today Saturday 26 April 2025. Leeswadtrakul is the second woman president of the BWF. She won unopposed. Leeswadtrakul succeeds Poul-Erik Høyer, whose 12-year… — BWF (@bwfmedia) April 26, 2025 Khunying Patama added: 'Badminton has come a long way over the past decade, and I am truly grateful for the strong foundations that have been laid by my good friend Poul-Erik Høyer. Høyer reflected on his 12-year term, the growth of the sport, and his wishes for the future. 'It's a great honour to pass on the baton of BWF President to my dear friend and colleague Khunying Patama Leeswadtrakul,' said Høyer. 'I am sure badminton and the BWF will continue to grow and blossom under your leadership and guidance. Paris 2024 CEO Etienne Thobois of France was confirmed as Deputy President-elect. He was the sole candidate for the position. Also at the AGM, the BWF membership formalised the permanent banning of the controversial 'spin serve' which was earlier temporarily banned. The next BWF AGM is planned for April or May 2026 in conjunction with the BWF Thomas & Uber Cup Finals 2026 in Horsens, Denmark.
The Hindu
26-04-2025
- Sport
- The Hindu
Khunying Patama Leeswadtrakul elected as new BWF President
Thailand's Khunying Patama Leeswadtrakul was elected unopposed as the new BWF (Badminton World Federation) President for the 2025-2029 term at the 86th BWF Annual General Meeting in Xiamen, China, on Saturday. Leeswadtrakul is the second woman president of the sport's global governing body after China's Lu Shengrong (1993-2001). Leeswadtrakul has been serving as the president of the Badminton Association of Thailand since 2013. Under her leadership, the country grabbed its first-ever Olympic medal - Kunlavut Vitidsarn's silver in men's singles at Paris Olympics 2024 - in the sport. She is also a member of the Executive Board of the National Olympic Committee of Thailand. She succeeds Poul-Erik Høyer, whose 12-year tenure has ended. Høyer was awarded Honorary Life Vice President by the BWF membership at the AGM. BWF Council member and Paris 2024 CEO Etienne Thobois of France was confirmed as Deputy President-elect. France's Richard Perot won the election for BWF Vice President Para Badminton against incumbent Paul Kurzo. Twenty new BWF Council members have also been inducted.
The Star
26-04-2025
- Sport
- The Star
Khunying appointed BWF president, Norza earns council seat
BWF Annual general meeting. Caption: Picture courtesy of Khunying Patama Leeswadtrakul via Facebook. PETALING JAYA: Badminton World Federation (BWF) will be under the leadership of Khunying Patama Leeswadtrakul, who has been appointed as president for the 2025-2029 term. At the BWF annual general meeting in Xiamen on Saturday (April 26), Khunying, who also serves as the president of the Badminton Association of Thailand, was elected unopposed, succeeding Poul Erik Hoyer, who chose not to seek re-election. Hoyer, the Olympic champion from the 1996 Atlanta Olympics, had held the presidency since 2013, completing three consecutive terms. However, he chose not to stand for re-election due to health reasons. With her appointment, Khunying becomes the fifth Asian and also the second woman to serve as BWF president, following in the footsteps of Ferry Sonnevilla (Indonesia, 1971-1974), Lu Shengrong (China, 1993-2001), Korn Dabbaransi (Thailand, 2001-2005), and Kang Young-joong (South Korea, 2015-2021). Meanwhile, former Badminton Association of Malaysia (BAM) president Tan Sri Norza Zakaria was elected as one of the BWF council members, representing Malaysia's voice in the sport's world body.
