Latest news with #Leeswadtrakul
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.
