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Paul McNamara

Olympic champion Viktor Axelsen says he is embracing the responsibility of being a cheerleader for badminton, as the sport battles to capture global attention outside the Games spotlight.
Axelsen, who became only the second man to win successive Olympic singles golds in Paris this summer, begins his quest for a first Hong Kong Open title against home player Angus Ng Ka-long at Hong Kong Coliseum on Wednesday.
The Dane put his racquet away after “going to war” in the French capital, and acknowledged he was “not as motivated now as before the Olympics”.
Axelsen nevertheless expected his warrior spirit to quickly resurface, and insisted he was “hungry for more success”.
And, along with burnishing an already glittering resume, success for Axelsen – who learned Mandarin “to communicate with an even bigger fan base” – also involves spreading the word about his sport.
“Badminton is gaining a lot of traction and at every location we play there is great support,” Axelsen, an HSBC Global Brand Ambassador, said.
“The fan base is growing and it is very interactive. I want to be a part of that … I want to be a motivator and communicator when it comes to the sport.
“That’s why I learned Mandarin. I wasn’t focused in school, because I was just thinking about badminton, but [when older] I wanted to use my head, besides playing sport.

“I spent a lot of time with a private teacher, but one of the most important things was that I told my family and friends I was going to learn. They were laughing at me, which gave me a lot of motivation.
“I have been learning for around 10 years and it’s the best investment I made in myself outside the court.”
Axelsen said striking gold this summer was “mentally and physically harder” than triumphing in Tokyo three years ago. “There were so many fans [in Paris] and the attention on me was crazy, although in a good way,” said Axelsen, who overcame lower leg, foot and ankle injuries to defend his crown.
Based in Dubai, Axelsen went back to home city Odense to celebrate. A father of two young children, he also “prioritised being with family”, meaning the 30-year-old’s training “has not been as structured” as before the Games.
The focus has steadily begun returning towards badminton, however, as Axelsen gears up for a series of tournaments that will culminate in December, when the player will gun for a fourth straight BWF World Tour Finals title in Hangzhou.

“As an athlete, you have to accept you can’t be in two places at once,” Axelsen said. “If you start thinking you should be at home [with your family], you will have bad thoughts, which will stop you performing well. When I am playing, I have to do the optimal things for badminton.
“I have learned to be present … and to be the best version of myself wherever I am.”
Axelsen was the only non-Asian Olympic badminton medallist this summer. When he won in Tokyo, he was the first men’s singles champion from outside the continent since compatriot Poul-Erik Hoyer Larsen in 1996.
And the two-times world champion, who left home for a national training centre at 15 years old, said a “strong badminton tradition” was responsible for Denmark’s capacity to upset the sport’s established strongholds.
“We have many former players who stay in the sport, and a lot of clubs where there are only badminton courts; they are not multi-sport arenas,” Axelsen said. “There are lots of good coaches and a healthy ecosystem, which means talented young players are looked after.”
Axelsen was shocked by qualifier Lee Chia-hao of Taiwan in the opening round in Hong Kong 12 months ago.
“I wasn’t 100 per cent, mentally or physically,” said Axelsen, the No 2 seed this year. “I came from a big win at the China Open, which meant I had won every major tournament.
“I love Hong Kong and love playing here. I have great support and am excited about the event.
“It won’t be an issue playing Ka-long on his home turf – I am sure it will be a great match. I am really motivated to do well and have a longer [stay] than last time.”


Hong Kong rugby sevens captain James Christie reveals ambitious world and Olympic goals

World Triathlon Championship Series: Hong Kong star Coggins’ great return, more gold for Yee

Hong Kong Olympian Oscar Coggins in ‘best place ever’ before China world championship race

Hong Kong aiding Australia bid to add wushu to Olympics as city’s stars bank Asian medals

Hong Kong Sports Institute

Olympic champion Viktor Axelsen aims to keep badminton in spotlight at Hong Kong Open

Viktor Axelsen will return to the badminton court in Hong Kong one month after retaining his Olympic title. Photo: Reuters

Viktor Axelsen is targeting for an improvement on last year when he went out in round one. Photo: Xiaomei Chen

Viktor Axelsen will chase a fourth straight BWF World Tour Finals title in Hangzhou this year. Photo: Xinhua

Singapore star Loh Kean Yew playing for new son’s ‘diapers and formula’ at Hong Kong Open

Loh Kean Yew is targeting success at the Hong Kong Open after resetting his goals for the rest of 2024.

Eventual Olympic champion, Viktor Axelsen of Denmark, knocked out Loh Kean Yew in Paris. Photo: Reuters

Paris Paralympics 2024: Chan Ho-yuen misses wheelchair badminton even as he wins final medal

Silver medallist Chan Ho-yuen of Hong Kong, gold medallist Daiki Kajiwara of Japan and bronze medallist Kim Jung-jun of South Korea on the podium after the wheelchair badminton WH2 singles on Monday. Photo: Kyodo

From top, Chan Ho-yuen, Japan’s Daiki Kajiwara and South Korean Kim Jung-jun share the spotlight. Photo: Kyodo

Jurgen Klopp has message for TV execs at Paralympics – and makes Taylor Swift comparison

Jurgen Klopp watches as a spectator during the badminton events at the Paralympics. Photo: dpa

Klopp said TV bosses should “show much more” of the Paralympic Games. Photo: AP

Czyz needs an unlikely sequence of events to reach the semi-finals following two group defeats. Photo: Reuters

Paris Olympics: South Korea’s An threatens to quit national team after badminton gold

South Korea’s An Se-young was all smiles with her gold medal but revealed inner frustrations after the ceremony. Photo: AFP

South Korea’s An Se-young consoles China’s He Bingjiao after their women’s singles badminton final. Photo: AFP

Sport

Danish two-time world champion begins bid for first Hong Kong Open title against home player Angus Ng on Wednesday


Danish two-time world champion begins bid for first Hong Kong Open title against home player Angus Ng on Wednesday.


Badminton World Federation (BWF)