PETALING JAYA: Chery Malaysia is the presenting partner for the inaugural Lee Chong Wei Cup (LCWC) youth badminton competition.
The LCWC is the brainchild of Malaysian badminton legend Datuk Seri Lee Chong Wei, and is due to take place from Aug 29 to Sept 6, 2026 at Stadium Juara, Bukit Kiara, Kuala Lumpur.
The inaugural LCWC will feature three age-group categories: Under-13, Under-15 and Under 17, across all five badminton disciplines: Boys' Singles, Girls' Singles, Boys' Doubles, Girls' Doubles and Mixed Doubles.
The tournament will also introduce the 15x3 scoring system, ahead of its official debut on the BWF World Tour next year.
Contested in a single-leg format, the inaugural edition will offer a total prize purse of RM100,000, making it one of the most lucrative youth badminton tournaments in Malaysia.
The LCWC is also championing social impact through ESG (Environmental, Social and Governance) initiatives by upcycling used racquets and shuttlecocks, conducting badminton outreach clinics in rural schools, and raising awareness of anti-bullying and safe sport pledges.
“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 Lee during a sponsorship announcement ceremony recently.
Widely regarded as one of Malaysia's greatest sporting icons, Chong Wei is a three-time Olympic silver medallist and former world No. 1 for a record 349 weeks.
"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,” said Chery Corporate Malaysia executive vice president Men Lin Bo.
To date, more than 2,000 players have registered for the tournament, which will also provide winners with an opportunity to earn a trial with the national team at the Akademi Badminton Malaysia (ABM).
Chong Wei also unveiled the tournament’s trophy and category medals.
The handcrafted trophy is designed with the theme, ‘Journey Towards Greatness & Inspiring Champions’.
At 60cm tall and weighing 12.5kg, the trophy is made from premium-grade brass with a luxurious gold-plated finish and mounted on a solid teakwood pedestal.
