Cheras Selatan, 11 March 2013

In an effort to further extend the local reach and impact of the world’s biggest badminton event, AEON CO. (M) BHD. will be introducing the Axiata Cup AEON Youth Challenge, taking the premier tournament to the community. This strategic community venture with Axiata Group Berhad takes this badminton competition beyond the stadium and television screens, allowing it to engage with budding players, families and friends across the country.

“Knowing the positive impact that sport has on individuals and communities, we believe that the Axiata Cup AEON Youth Challenge will compliment the Axiata Cup tremendously” said Nur Qamarina Chew Abdullah, Managing Director of AEON Co (M) Bhd. “Giving Malaysian youths across the country a chance to line up next to their favourite stars will definitely inspire them, giving us an opportunity to unearth new, young and up-coming Malaysian badminton talents” she added.

Kicking off on the 17th of March, the Axiata Cup AEON Youth Challenge is open to teenagers between the ages of 10 to 15 with the regional qualifiers being held initial in Klang Valley, before being in the Johor Bahru on the 24th of March and finally in Penang on the 30th of March. During the challenge, participants will have the opportunity to be coached and given expert advice by Malaysian Doubles coach Cheah Soon Kit, who is also the ambassador for the Axiata Cup AEON Youth Challenge.

AEON CO. (M) BHD. is indeed honoured that Mr. Cheah has agreed to be the ambassador for this tournament. As a ex-international and Olympic silver medalist, he brings with him years of knowledge and experience, a priceless resource that will inspire and motivate many young badminton enthusiasts across the country.

The Axiata Cup AEON Youth Challenge will see the selection of 25 winners who will receive an all expenses paid trip to Kuala Lumpur, where they will be experiencing a coaching clinic by Badminton Association of Malaysia (BAM). Here they will have the opportunity to get up close and personal with badminton legend. The icing on the cake for them will be that they will also have an opportunity to compete for two spots, allowing them to play the curtain opener at the grand final of the Axiata Cup.

“The Axiata Cup AEON Youth Challenge is truly an opportunity of a lifetime for young badminton enthusiasts to meet their sporting idols” Nur Qamarina said. “We hope that this avenue for them to achieve a dream will go beyond that, inspiring them to pursue excellence, in the hope of someday become a world champion themselves,” she added.