Why More Companies are Investing in Women’s Professional Golf
Author: Karina Wates | March 9, 2023
LPGA Tour player, Maria Fassi competing at the 2022 Amundi Evian Championship (Shutterstock)
CLEVELAND, OHIO | With the professional golf season now in full swing, it is no secret that sponsorships for the PGA TOUR and the Ladies Professional Golf Association Tour (LPGA Tour) are substantially different. To put it into perspective, look at the total purse sizes.
According to LPGA Commissioner Mollie Marcoux Samaan, the LPGA Tour’s total prize money payouts for the 2023 season will top $100 million for the first time in the organization's history. The PGA TOUR’s total prize money will reach $460,000,000 – four times larger than the LPGA’s prize purse.
However, we are seeing a positive shift. In recent years, there has been a growing trend of companies from different industries investing in women’s professional golf – from material-science conglomerates (Dow) to multinational retail corporations (Walmart). This shift is driven by several factors including the rise in the popularity of women's golf and the benefits that come with supporting women's sports.
1. Popularity Growth
A factor contributing to the growth of women's golf is its increasing popularity. The LPGA Tour has seen a steady increase in viewership and participation in recent years, which has caught the attention of sponsors and companies looking to connect with new audiences. This increased popularity is not just limited to the United States, but also global, as more women take up the sport and more fans tune in to watch their favorite players.
2. Loyal Fans & Positive Brand Association
Investing in women's golf also provides companies with the opportunity to connect with a highly engaged and loyal audience. Women's golf fans are passionate about the sport and the players, making them a valuable target for companies looking to connect with high-quality consumers. According to a study done by Vision Insights, the LPGA Tour is one of the highest-rated leagues, in terms of producing positive emotional responses and actions from U.S. fans witnessing sponsorship activation.
Companies that support women's golf can benefit from the positive association with the sport and its players, as well as the opportunity to engage with fans through sponsorship activations, marketing campaigns, and other initiatives
3. Corporate Values
Investing in women's golf can also align with a company's corporate social responsibility (CSR) goals and values. Many companies are looking for ways to demonstrate their commitment to gender equality and support for women's sports. Investing in women's professional golf provides a clear and tangible way to achieve this. By supporting women's golf, companies are not only investing in the sport and its players, but it’s a way to demonstrate their commitment to equity and inclusion.
The benefits of supporting women's golf are clear. Companies that invest in women's golf not only demonstrate their support for women's sports but can also connect with a highly engaged and loyal audience, ultimately aligning with the company’s goals and brand values. With these benefits in mind, it’s very likely that more companies will continue to invest in women's golf in the near future.
How to get your organization involved?
Big or small, there are ways for your organization to get involved and support the women’s professional golf game:
Title Sponsor an LPGA Tour, Ladies European Tour (LET), or an EPSON Tour tournament
Already a Title Sponsor? Invest in increasing the prize purse or broadcasting rounds live on major television networks
Sponsor an existing tournament. This can include purchasing a Pro-Am spot or hosting a customer and/or corporate event at the tournament
Looking for a company ambassador? Sponsor a female professional golfer
Attend a professional women’s golf event!