Badminton World Federation (BWF) secretary Thomas Lund on 20 August ruled out any immediate plans to introduce prize money at the BWF World Championships, stating that the governing body's current priorities lie in broadcast expansion, technology investment, and helping players build their own commercial value. Lund made the remarks on the sidelines of the BWF World Championships being held in New Delhi.

What Lund Said About Prize Money

Speaking to reporters, Lund acknowledged that prize money at the Worlds is not entirely off the table but is firmly on the backburner. 'Right now, that's not on the charts because we are obviously focusing on the fact that there's a long-term plan here,' he said. He added that narrowing the federation's attention to prize money for one tournament held three out of four years would be, in his words, 'a little bit narrow-minded.'

Currently, the BWF World Tour — spanning tier levels from Super 100 to the World Tour Finals — does carry cash prizes, and Lund noted that the federation has 'pushed up prize money considerably on the tour' in recent years. The World Championships, by contrast, awards only ranking points to players based on their finish.

Broadcast and Technology: The Real Focus

Lund emphasised that broadcast is the federation's single biggest commercial priority. 'A lot of what we have been focused on is the broadcast. That is one of the biggest focuses in our commercial setup,' he said. The plan involves showing more matches across Super 1000 events so that fans in countries like India, Germany, and Malaysia can follow their national players more consistently.

He also flagged that technology upgrades — though cost-intensive — are essential to keep badminton competitive with other global sports. 'We don't want to be left behind all the other sports with technology,' Lund said, adding that health safeguards and slightly longer tournament formats for major championships are also part of the revamp.

Helping Players Build Sustainable Livelihoods

A core thread in Lund's argument is that greater broadcast exposure translates into more camera time for players, which in turn helps them attract personal sponsorships and build brand value. 'More players will get more exposure; they have their own advertising. So we have a slightly different way of thinking in terms of how [we are] helping players,' he said.

Lund framed this as an 'ecosystem philosophy' — one where prize money is not always the most effective lever. 'Some players need to pay for the practice. All of this is an ecosystem philosophy where prize money is not always the right solution to actually support players,' he explained. The BWF also wants national federations, team sponsors, and other stakeholders to benefit from the broader commercial framework.

Context: Why This Debate Matters

The absence of prize money at the World Championships has been a long-standing point of contention among players and national associations, particularly as rival racket sports and other global federations have expanded their prize pools. The 2024 BWF World Championships in New Delhi has brought renewed attention to the issue, with top players from across the world competing for ranking points but no direct financial reward from the event itself.

Lund's remarks suggest that the BWF's commercial strategy is pivoting toward a media-and-brand model rather than a direct-payout model — a distinction that will likely continue to generate debate within the badminton community as the sport seeks to grow its global footprint.