{"id":15186,"date":"2023-09-25T14:02:36","date_gmt":"2023-09-25T14:02:36","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/brands-are-bullish-on-womens-golf\/"},"modified":"2023-09-25T14:02:37","modified_gmt":"2023-09-25T14:02:37","slug":"brands-are-bullish-on-womens-golf","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=15186","title":{"rendered":"Brands are bullish on women\u2019s golf"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">The times they are a-changin\u2019 in the world of golf.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">The Ladies Professional Golf Association (LPGA) was the fastest-growing women\u2019s league in terms of partnerships last year, according to a report from sports and entertainment intelligence platform SponsorUnited, increasing brand deals by 30% compared to 2021.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">\u201cI\u2019ve been in pro sports for over 20 years and worked for other top leagues\u2014top men\u2019s leagues\u2014and I have never seen this much inbound, proactive interest in my entire career,\u201d Nicole Metzger, the LPGA\u2019s chief sales and partnerships officer, told us. \u201cWe\u2019re fortunate that we\u2019re finally on the radar [of] C-level decision makers.\u201d<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">There were more than 1,200 brands active with the LPGA as of April, more than double the number from 2019, per a more recent report. Some of those partners have seen as high as a 400% return on their investment, according to SponsorUnited, as the league works to prove it can provide ROI beyond checking a box for brands that want to support women\u2019s sports.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\"><strong>Setting a course<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">More and more people are watching LPGA tournaments, giving sponsors a wider audience to reach. The league has \u201cmore network opportunities than we\u2019ve ever had,\u201d chief marketing, communications, and brand officer Matt Chmura told us, with NBC and CBS broadcasting a total of 10 LPGA Tour events in the US this year.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">As a result, LPGA viewership is on the rise, according to the league: The final round of this year\u2019s Chevron Championship averaged 941,000 viewers on NBC and Peacock, its highest viewership ever. About 1.5 million people were tuned in at the April event\u2019s peak during the first playoff hole.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">CBS\u2019s broadcast of the final round of this summer\u2019s Dana Open drew more than 1 million viewers, up 212% from 322,000 during last year\u2019s final on Golf Channel.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\"><strong>Sealing the deal<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Not only have more companies been getting involved with the LPGA, but they\u2019re doing it in long-term, significant ways, according to Metzger. While the nature of each sponsorship differs depending on the partner, she said, the league sometimes looks for 10+ year commitments that help it \u201csolve problems both in a business sense as well as from a players needs sense.\u201d<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Electronics brand Acer, for instance\u2014an LPGA partner for about a decade\u2014not only serves as the presenting sponsor of the ShopRite LPGA Classic and runs various broadcast and social media campaigns around the league, but is also the longest-standing sponsor of the LPGA Leadership Academy, a program started in 2015 that uses golf to help teach teenage girls leadership skills, according to Kim Phipps, Acer\u2019s senior director of brand and marketing.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-50d32793-12 jkiOvK inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-50d32793-12 jMVQWv inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Consulting company Aon, which has been working with the PGA and LPGA tours for five years, according to Sin\u00e9ad Mcevoy, head of events and partnerships, is helping close the pay gap in golf by awarding equal prize money to the men and women who win its Aon Risk Reward Challenge.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Plus, the league has been adding new sponsors to its roster: Brands that have activated with the LPGA for the first time over the past year or so include SeatGeek, High Noon, IT company SHI, cybersecurity company Fortinet, and pain treatment company Iovera, according to SponsorUnited.<\/p>\n<h2 class=\"dist__StyledText-sc-50d32793-12 iONuBt\"><strong>Don\u2019t whiff<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Brand partnerships often involve shared values, but the LPGA, like many other women\u2019s leagues and women athletes, is looking to demonstrate that becoming a sponsor is more than just a goodwill investment, Metzger said.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">Acer has seen increased engagement on social media for its LPGA-related content, at a rate of about 20% for the first half of this year, up from about 17% last year, Phipps said. Mcevoy declined to share specific stats about Aon\u2019s LPGA partnership, but said that \u201cthere is definitely a positive impact and definitely a notable uplift\u201d across various brand metrics among people who are aware of the company\u2019s golf sponsorships.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">The LPGA is also working to provide brands with some data of its own. In March, it announced a partnership with Sports Innovation Lab, a market research company focused on sports, that it will leverage to analyze its fanbase.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">The league also worked with partnership measurement company Zoomph earlier this year to analyze its social performance, including branded content for partners like Aon and Rolex. Across the LPGA\u2019s channels, video views are up 46%, and engagements up 19% compared to last year. The Chevron Championship alone saw more than 16 million impressions and more than 400,000 engagements this year, making it the league\u2019s top event on social at the time of the report.<\/p>\n<p class=\"dist__StyledText-sc-50d32793-12 dKPNpD\">\u201cNow that we have some of that data that connects to return on investment and return on objective, the narrative has changed a bit,\u201d Metzger said. \u201cI think that is a needle-mover for us as you start to talk about [the league] being a smart investment now, not just being on-mission or on-brand.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/09\/25\/brands-are-bullish-on-women-s-golf?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The times they are a-changin\u2019 in the world of golf. The Ladies Professional Golf Association (LPGA) was the fastest-growing women\u2019s league in terms of partnerships last year, according to a report from sports and entertainment intelligence platform SponsorUnited, increasing brand deals by 30% compared to 2021. \u201cI\u2019ve been in pro sports for over 20 years [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-15186","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brands are bullish on women\u2019s golf | Brandiary<\/title>\n<meta name=\"description\" content=\"The times they are a-changin\u2019 in the world of golf.The 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