Athlete Performance and Commercial Viability: Linking Badminton Players' Success to Sponsorship Opportunities

Abstract

The relationship between athletic performance and commercial opportunities for badminton players, particularly those ranked at Levels 6-7 of the Chinese Badminton Association, is explored in this research. While success in major tournaments is a significant factor in securing sponsorships, findings indicate that an athlete’s public image, media presence, and social media engagement are equally crucial in attracting commercial partnerships. Semi-structured interviews with athletes and surveys of sports sponsors and marketers reveal that players who perform well both on and off the court are more likely to secure sponsorship deals. The research emphasizes that in today’s sports industry, building a strong personal brand and engaging with a global audience through media platforms are becoming increasingly important for commercial success. These insights suggest that badminton players must not only focus on improving their performance but also manage their public image to enhance marketability and achieve long-term commercial viability.