Golf’s Ladies European Tour (LET) has hired UK-based sports marketing agency Two Circles to support its growth ambitions through a wide-ranging deal that includes managing the tour's broadcast production and creating new commercial packages.
The new partnership comes as LET looks to drive its next phase of growth, which includes expanding its reach, relevance, and commercial production.
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To increase discoverability and fan engagement, Two Circles has been tasked with producing LET’s events each season, with broadcast production integrated into LET’s wider digital content, channels, and audience strategy.
The pair will also work to adjust the LET’s international calendar, using the organization’s understanding of its global fan base to transform how the tour is marketed, experienced, and commercialized.
This will include creating new sponsorship and rights packages to boost commercial growth.
In addition, Two Circles will create an integrated platform for LET, which will house its events, content, and channels to drive greater reach and fan engagement.
Two Circles chief executive Gareth Balch commented: “The LET has all the elements to become an even more powerful global sports property: world-class athletes, compelling personalities, an international footprint in a sport experiencing significant growth.
“The opportunity is to turn that into deeper fandom. That means treating production, content, marketing and commercial growth not as separate disciplines, but as connected parts of the same fan journey.
“By understanding what drives fans to follow, watch and engage with the Tour, we will support the LET to know fans best, converting engagement into long-term growth."
The partnership comes eight months after Tom Phillips was appointed chief executive of LET, replacing Alexandra Armas, who departed the organization last October after a five-year period of strong growth for the tour.
Armas oversaw the commercial revival of women’s golf in Europe, stepping into the role when the schedule had fallen to just 15 events annually, with only eight tournaments left in Europe itself.
She played a key role in securing a strategic partnership with the lucrative LPGA, which gave LET access to its vast resources and team of staff. Since then, LET has secured major commercial partners, including Saudi Arabia’s Public Investment Fund (PIF).
Phillips said: “Women’s golf has significant momentum globally, and the LET has a huge opportunity to be at the forefront of that growth.
“We have world-class athletes competing across a truly international calendar and an opportunity to bring their stories, personalities and golf to significantly more people around the world.
“This partnership brings together live production, content, marketing, insights and commercial thinking to reach new audiences, deepen fan relationships and grow the LET’s relevance and commercial potential around the world.”
The 2026 LET season is set to stand out from prior editions, with a record prize fund of more than €39 million ($45.8 million) on offer to be distributed across 30 events held across 21 countries and spanning five continents.
This will begin with the flagship PIF Saudi Ladies International in Riyadh on February 11, with a new event in Mauritius and the return of the Women’s Australian Open also highlights, as will be the Solheim Cup teams’ competition between Team Europe and Team USA.
Saudi Arabia’s Public Investment Fund (PIF) looms large, having secured title sponsorship for the revamped global series of five lucrative women’s events on the LET’s schedule, with this year’s total prize fund reaching $15 million – up by $2 million from 2025.
Along with the season-opening PIF Saudi Ladies International, this year’s PIF Global Series includes April’s Aramco Championship at Shadow Creet that will be co-sanctioned with the LPGA Tour, the PIF London Championship (August), Aramco Korea Championship (October), and Aramco China Championship (November).
A minimum of 25 LET events will be televised, either via highlights packages or with a full live world feed in 2026.
