KUALA LUMPUR – The Badminton Association of Malaysia (BAM) is being treated as a valuable asset, with plans underway to monetise the organisation and generate sustainable revenue, according to its president, Datuk Seri Tengku Zafrul Abdul Aziz.
BAM is projecting RM55 million in operational costs this year, largely driven by player support and coaching, and Tengku Zafrul said the association is working on a roadmap to secure sponsorship and alternative funding.
“Managing an organisation with RM55 million in annual operating costs is not easy. To secure funding, you need to present the value proposition properly. BAM is an asset, and we are exploring ways to monetise it effectively.
“I have assembled a strong team to support me in the BAM Council, and Datuk Seri Chong Wei is part of this team,” he said.
Tengku Zafrul added that Datuk Seri Shazalli Ramly has been appointed to lead branding and marketing efforts, supported by a committee of experienced individuals tasked with re-evaluating BAM’s positioning to attract sponsorship.
“Shazalli is a veteran in branding and marketing. He has gathered a team to reassess how we position BAM so that we can generate more revenue and ensure sustainability.
“Managing RM55 million in costs is challenging, and most of these expenses go towards supporting our players and coaches,” he explained.
The BAM president noted that, compared with other sports, badminton offers a clearer return on investment, which could be leveraged to strengthen the association’s financial position.
“Compared to other sports, badminton provides a good return on investment. We hope to build on that success. Our 2030 plan outlines a roadmap to manage our RM55 million budget efficiently while continuing to grow the sport,” Tengku Zafrul said.
Tengku Zafrul was appointed BAM president in May 2025, taking the helm at a time when the association was seeking greater financial stability and long-term strategic planning.
Prior to his role at BAM, he built an extensive career in the corporate sector and served as Finance Minister from 2020 to 2022.
Even while serving as chief executive officer of CIMB Bank, Tengku Zafrul maintained a strong interest in sports.
The businessman-turned-politician has been involved in organising major events such as Junior Cycling Malaysia, the Malaysian Dota 2 Championships, the Ironman 70.3 Triathlon Series, and the CIMB National Golf Championships.
He has also contributed to the National Junior Squash Circuit and supported the development of Johan Cruyff football courts in Kuala Lumpur under the Cruyff Foundation. — January 18, 2026