T he recent sponsorship deal between Petronas and the Badminton Association of Malaysia (BAM) saw the national oil and gas company's brand having a place in Akademi Badminton Malaysia. However, the Petronas Akademi Badminton Malaysia is more than just a name change. It is the beginning of a sustainable journey, namely for the national association. Petronas Akademi Badminton Malaysia chief executive officer, Dr M. Suresh Kumar, has seen the academy, in Bukit Kiara, evolve – from the day its foundations were laid, to being home to the best shuttlers in Malaysia. He said plans were to take the institution to a whole new level. "Petronas is a brand recognised worldwide. BAM is a well-known brand in Malaysia. There is certainly synergy between both parties," said Suresh. "With them on board, the impact is bigger. They have a lot of ideas, in terms of marketing the place and raising the stature and prestige of the academy."