@marshallkatte
An Se-young's advocacy after her 2024 Olympic gold led to the Korean Badminton Association allowing personal sponsorships in 2025. She signed a record ~2 billion KRW annual deal with Yonex.
Balancing top athletes' commercial value with team interests requires flexible rules: reward stars individually while ensuring collective funding supports juniors and less popular players.
Her case provides a paradigm for other sports associations, promoting reforms that enhance player rights, fair compensation, and performance without undermining overall development.
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