BADMINTON legend Viktor Axelsen, who recently announced his retirement from professional badminton, will be in Penang for a closed-door meet-and-greet session on May 26, following a similar appearance in Jakarta on May 24.
The session, organised by his sponsor Monitor ERP, is exclusively for the company’s customers, employees and their children.
Monitor ERP Southeast Asia chief executive officer Daniel Haggmark said Axelsen, a two-time Olympic champion and two-time world champion, has been the company’s brand ambassador since signing a three-year contract in February 2024, with about a year remaining.
“The meet-and-greet sessions are also held in celebration of his legacy. We’re proud of what he has become and achieved. Initially, we were partners, but now we’ve become friends. I text him on WhatsApp almost every day,” Haggmark told Buletin Mutiara in an interview. Also present was Monitor ERP marketing manager Chuah Sue Ann.
Viktor Axelsen, 32, cited recurring back problems and the risk of further surgery as reasons for hanging up his racquet.
Over a 15-year career, the Dane captured every major title in the sport, including two Olympic gold medals, two World Championship titles, a Thomas Cup triumph, three European Championship crowns, and amassed more than 560 career singles victories.
Asked how he felt when Axelsen announced his decision on April 15, Haggmark said: “Bittersweet. We’ll miss him, but we’re also happy for him as a friend and partner. He has dominated the world stage, and his dedication has inspired all of us, not just for trophies, but for the person he is on and off the court.”
He is the only individual athlete signed by Monitor ERP, which also sponsors Sweden’s national biathlon team, Swedish professional ice hockey club Brynäs IF, and several smaller sports clubs in Hudiksvall, Sweden, where the company is headquartered and was founded in 1974.
A global leader in ERP solutions for manufacturing, Monitor ERP began operations in Penang 13 years ago, focusing on helping manufacturing companies — particularly small and medium enterprises (SMEs) — become more efficient and competitive. It currently employs about 100 staff in Malaysia, including 80 in Penang.
How did Monitor ERP land a superstar like Viktor Axelsen?
Although the company is well established in Sweden and northern Europe, Haggmark said it needed to strengthen its brand presence in Southeast Asia.
To build greater regional awareness, an employee suggested exploring sponsorship of badminton.
“At first, I didn’t quite understand what he meant. Of course, I knew badminton is popular in countries like Malaysia, Indonesia, China and Singapore, but I didn’t realise just how big it is.
“In Sweden, badminton is virtually non-existent. You never see it on television. But in Denmark, it has a strong following,” he recalled.
Axelsen was the first name that came to mind, prompting Haggmark to reach out to the player’s manager — his father.
“We’re a Swedish company, and he’s from Denmark, but that didn’t matter. Back then, he was the biggest star. As I read more about him, I immediately felt he was a very nice person and a good fit for Monitor ERP. A perfect match.
“He is down-to-earth, hardworking, and his values align with ours. If we are to partner with an individual athlete, the person must reflect the values we uphold as a company,” Haggmark added.
Haggmark first met Axelsen during the Malaysian Open in January 2024, describing their encounter as “love at first sight”.
After deciding to make their partnership a reality, Haggmark had to convince the group management, including the company’s owner and chief executive officer.
“They were supportive, but their first reaction was, ‘Why badminton?’
“I obtained data from Viktor’s father on how big badminton is in Asia, including television viewership. The numbers were amazing, so I presented them to the management. Then, the owner of Monitor ERP and I met Viktor in Dubai in February 2024. The owner found him to be a very likeable person, and we went on to sign a three-year contract,” he said.
Highlighting the importance of branding and attracting new customers, Haggmark said that badminton offers greater visibility in this region.
“If we showcase the biathlon team, no one here will really care. But in markets like Indonesia, where we only started operations two years ago, everyone knows who Viktor is.
“He builds trust and is a strong face for our brand. That is where the value lies in terms of branding,” he added.
Having followed Axelsen’s career closely, Haggmark said it was remarkable to see how the Dane worked his way back after surgery.
“His focus and commitment are unbelievable, truly inspiring. He always finds ways to be better all the time,” he said.
Haggmark also described Axelsen as hands-on, flexible and open as long as arrangements fit his schedule.
Although this will be Axelsen’s first meet-and-greet session in Penang, he has previously held two successful sessions in Kuala Lumpur. Last year, he appeared at Metaltech & Automex at the Malaysia International Trade and Exhibition Centre (MITEC), where Monitor ERP had a booth, drawing long queues from fans.
At the upcoming Penang session, Haggmark will conduct a 30-minute interview with Axelsen, similar to previous events, before guests are given the opportunity to obtain autographs, take photographs, and possibly even play a game with him.
A smashing time awaits attendees as they get up close with one of badminton’s greatest players.
Story by K.H. Ong
Pix by Muhamad Iqbal Hamdan and courtesy of Monitor ERP Systems Penang