KUALA LUMPUR: The evolution of fan behaviour is reshaping the sports industry, and badminton offers a glimpse of what lies ahead.
Malaysian fans have long been fiercely loyal in their support for local badminton heroes. However, since the Malaysia Open returned in 2022 after a two-year hiatus due to Covid-19, younger fans have begun flocking to the stadium, often idolising players from rival countries.
Badminton Association of Malaysia (BAM) secretary-general Datuk Kenny Goh said this shift was evident from the packed Axiata Arena across six days of competition, even when only one Malaysian representative reached the final.
“Badminton is fortunate to have a large and loyal fan base who turn up in full force for all our tournaments,” Goh said.
“However, the fan demographic today is largely younger, and we have observed a clear shift in trends. Fans no longer support only Malaysian players. They also follow and support their favourite international players. They have idols they closely follow on the circuit.
“This means a match featuring top international players can draw just as much excitement and engagement as one involving Malaysians.”
This changing behaviour is significant for BAM’s sponsors, as fans are no longer attending tournaments solely for the on-court action, allowing partners to better plan activities around the event.
In 2022, sports consultant and Twentytwo13 columnist Nur Jasni Mohamed estimated that the Malaysia Open generated at least RM20 million in transactions.
That year also featured nightly live music performances, enhancing the fan experience and extending the time spent at the venue, which in turn increased spending on food, merchandise and partner activations.
Goh said tournament planning should continue to include more booths and food trucks to strengthen the overall ecosystem.
“Another important lesson we’ve learned is that beyond the tournament itself, it is crucial to have strong side events and activities. Much of the promotion is carried out by our partners,” he said.
“Fans do not come solely to watch badminton matches. They also enjoy the promotions and activities at our partners’ booths.
“The tournament has increasingly become a family outing or a social gathering among friends. People use it as an opportunity to spend time together.”
Looking ahead, Goh said BAM must ensure the sustainability of the Malaysia Open, a Super 1000 event on the Badminton World Federation (BWF) calendar.
A Super 1000 tournament carries a minimum prize purse of US$1.45 million, but for the 2027–2030 cycle, this is expected to rise to at least US$2 million. BWF is set to announce the new cycle in April.
“Sustainability is key to the tournament’s survival. We must strike the right balance between activities and attractions while ensuring the event remains financially viable,” Goh said.
“Our aim is not to organise the tournament for just two to four years, but to sustain it for as long as possible. We cannot price ourselves out of the market.
“Prize money continues to rise, production costs are increasing, and fan expectations grow as we improve the event.”
To help manage this balancing act, Goh said BAM has requested for the Malaysia Open to be held later in the year, instead of its current January slot, where it has served as the curtain-raiser to the BWF calendar for the past four years.
One proposal involves swapping dates with the Malaysia Masters, a Super 500 event held in April or May since 2023.
This year’s Malaysia Masters, from May 19 to 24, offers US$500,000 in prize money. The tournament attracts many top players.
“We have requested BWF to consider moving the Malaysia Open to April or May (from the 2027 circle),” Goh said. “However, the final decision is not up to us.”
Main image: Badminton Association of Malaysia
