Chery Malaysia Backs Inaugural Lee Chong Wei Cup With RM100,000 Youth Badminton Prize Pool
Chery Malaysia is on board as the Presenting Partner of the inaugural Lee Chong Wei Cup (LCWC), a new youth badminton tournament aimed at identifying and developing Malaysia’s next generation of players.
The tournament, which will be held from 29 August to 6 September 2026 at Stadium Juara, Bukit Kiara, Kuala Lumpur, has attracted more than 2,000 registrations to-date.
The inaugural LCWC will offer a total RM100,000 prize pool, and the winners will have an opportunity to earn a trial with the national team at the Akademi Badminton Malaysia (ABM).
The tournament is the brainchild of Malaysian badminton legend Dato’ Seri (Dr.) Lee Chong Wei, who is using the competition to contribute to grassroots development after a career that saw him become a three-time Olympic silver medallist and former world No. 1 for a record 349 weeks.
“The event countdown has begun, and I am looking forward to seeing all the talent on display. I would like to also thank our presenting partner Chery for making my vision, a reality,” said Chong Wei during a sponsorship announcement ceremony recently.
Chery Malaysia Supports Grassroots Badminton Development
For Chery Malaysia, its involvement goes beyond putting its name behind a sporting event.
Men Lin Bo, Chery Corporate Malaysia Executive Vice President, said the partnership is intended to give young Malaysians an opportunity to develop their potential while contributing to the wider community.
“At Chery, supporting the Lee Chong Wei Cup goes beyond sponsorship. It is an opportunity to empower young Malaysian talents, inspire future champions, and contribute positively to the communities we serve.
“Badminton is close to the hearts of many Malaysians, and the spirit of the sport reflects values we believe in as a brand: discipline, determination and perseverance. Through this partnership, we hope to encourage the next generation to dream big, push their limits and strive for the best.”
Chery’s involvement also places the automotive brand alongside one of Malaysia’s most recognisable sporting figures as the LCWC seeks to establish a pathway from grassroots competition towards higher-level badminton.
Three Age Groups And Five Badminton Disciplines
The inaugural Lee Chong Wei Cup will feature three age categories:
- Under-13
- Under-15
- Under-17
Players will compete across all five badminton disciplines:
- Boys’ Singles
- Girls’ Singles
- Boys’ Doubles
- Girls’ Doubles
- Mixed Doubles
The tournament will also introduce the 15×3 scoring system, ahead of its planned official debut on the BWF World Tour next year.
The LCWC will be contested in a single-leg format, with the RM100,000 prize purse positioning it among Malaysia’s more substantial youth badminton competitions.
Lee Chong Wei Cup Trophy Unveiled
During the sponsorship ceremony, Chong Wei also unveiled the tournament’s trophy and category medals.
The handcrafted trophy carries the theme “Journey Towards Greatness & Inspiring Champions”, reflecting the determination, discipline and resilience associated with Chong Wei’s career.
Standing 60cm tall and weighing approximately 12.5kg, the trophy is made from premium-grade brass with a gold-plated finish and mounted on a solid teakwood pedestal.
Its upward-facing shuttlecock is intended to represent the precision of badminton and the aspirations of young players competing in the tournament.
LCWC Adds Social And Environmental Initiatives
The Lee Chong Wei Cup will also incorporate several ESG initiatives alongside the sporting competition.
These include the upcycling of used badminton racquets and shuttlecocks, badminton outreach clinics at rural schools, as well as campaigns promoting anti-bullying and safe sport pledges.
CarTok Editor’s Note
Chery’s involvement in the Lee Chong Wei Cup gives the brand an association with the development of young Malaysian talent instead of just straightforward visibility in a major sporting event.
With more than 2,000 players registered and winners potentially earning a trial at ABM, the LCWC is positioned as more than a junior tournament — it builds a bridge between grassroots participation and national-level development.
For Chery, this is an exercise in long-term brand building. Badminton resonates deep with Malaysians, and the values highlighted by the brand — discipline, determination and perseverance — are naturally connected to the sport.
If the LCWC can consistently identify promising young players and give them meaningful opportunities to progress, a long-term involvement by Chery in such a significant sport for Malaysia would contribute considerably more value than slapping on a sponsorship logo in an arena.
