Kenny Goh is the latest man roped in to help the Badminton Association of Malaysia (BAM), but the new secretary-general says he is not a one-man machine to save the badminton body from their current slump.

What Goh can offer is bringing four years of experience and expertise from Badminton Asia to restore the flagging fortunes of the national body.

High up his priority list is increasing the marketing and commercial value of BAM.

"What I’d like to look into is the commercialisation, marketing and branding value of the players.

"There are a lot of new players, and we want to bring out these new stars.

"I gained a lot of experience in this aspect when I was with Badminton Asia and I am hoping to use that to the BAM's benefit," he said when met on his first official day in office on Tuesday.

The national body would certainly welcome more commercial partners in their bid to elevate their financial status and also link up with multinational brands.

The BAM are in partnership with racquet apparel Victor in a RM60 million deal that runs through 2021.

Besides that, they have also inked a deal with telco giants Celcom Axiata Berhad until 2020.

Low-cost national carrier AirAsia are another commercial arm that supports the development of their junior league.

In an ambition of trying to get as many shuttlers to make the Olympics 2020 cut, further commercial investments would go a long way in funding these shuttlers to compete in more tournaments.

Goh also threw caution to the wind and said he needs the support of everyone to revive Malaysian badminton, especially on the back of a dismal outing at the recent World Championships.

The national contingent returned home empty-handed, a predicament which compounded the overall poor results this whole year.

"I wish I have a magic wand, but I don’t. Expectations are high and everyone is talking about a revamp, but I can’t do things alone.

"I need the help of the council members, coaches as well as the Sports Ministry. We need a proper strategic plan to achieve our target."

Goh, also the coaching and training (C&T) committee chairman, returned to the BAM four years after leaving his general manager post to serve Badminton Asia as their chief operations officer.