Lee Zii Jia lights up NY Times Square’s digital billboard

Malaysian badminton player Lee Zii jia appeared on a digital billboard in Times Square, New York on 9 March, as part of Victor Malaysia’s 55th anniversary celebrations.

Lee, who is ranked fourth in the world, is the first Malaysian badminton player to appear on Times Square’s billboard joining the list of well-known individuals who have been featured in the centre of New York City among the streets of the bustling metropolis.

Malaysian heartthrobs Yuna and Siti Nurhaliza, as well as international celebrities Britney Spears, Justin Bieber, and Blackpink, have also appeared on the renowned billboard.

According to Victor Malaysia, Lee’s official sponsor, the staging in Times Square is also intended to promote the sport of badminton around the world. Other Victor Malaysia-sponsored international badminton players, such as Tai Tzu Ying from Taiwan and Anders Antonsen from Denmark, were also featured on the billboards.

Lee Zii Jia’s road to victory

Lee Zii Jia, who was born in Alor Setar, Kedah, was introduced to badminton by his parents when he was six years old. Due to his outstanding performance in local tournaments, he was scouted and offered a place at Bukit Jalil Sports School, where he began to train and compete professionally at the age of 13.

He continued to improve, becoming junior champion in the Perak and Selangor Badminton Opens at the age of 17, earning him a spot in the Badminton Association of Malaysia (BAM) in 2015. He made his international debut at the Belgium International Challenge in 2016 and has competed at the international level, winning numerous medals for Malaysia.

In 2021, he defeated defending champion Viktor Axelsen to win the All England title, becoming the first Malaysian to win the prestigious championship since Lee Chong Wei did so in 2017. The Malaysian also won the Super 1000 series in 2021, which is regarded as one of the sport’s most important titles outside of the World Championships and Olympic Games.

Lee quit the BAM’s training programme in 2022 in order to pursue his professional aspirations. He formally collaborated with Victor after that in a seven-year deal believed to be valued more than RM12 million.

Victor was founded in 1968 in Taipei, Taiwan, and has been a pioneer in the badminton industry ever since. The brand is regarded as one of the best badminton equipment and apparel producers in the world with a wide selection of badminton rackets, athletic shoes, backpacks, and other accessories.