US automobile heavyweight Ford has struck a new multi-year partnership with women’s golf’s top-tier LPGA Tour.
Ford will serve as the official vehicle of the tour, gaining prominent branding presence across PGA Tour events through the season.
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Furthermore, Ford will establish a new mentorship program for first and second-year professionals, providing them with resources and career coaching to support their off-course activities.
Speaking on the deal, LPGA Commissioner Craig Kessler said: Ford has already been an incredible partner to the LPGA, and this new agreement represents a meaningful expansion of that relationship.
“From their commitment as a tournament title sponsor to their broader investment in our athletes and our platform, Ford shares our belief in access, opportunity, and long-term impact. We’re proud to build on this partnership as we work together to support today’s athletes and help shape the future of the game.”
The prominent US vehicle brand has supported the LPGA Tour since 2024, when it became the title sponsor of its (then) new Arizona stop, known as the Ford Championship, which will next take place from March 26 to 29 at the Whirlwind Golf Club.
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By GlobalDataThe LPGA Tour 2026 season began in Florida on January 29 with the HGV Tournament of Champions, and will end in Florida too with the season-ending CME Group Tour Championship from November 19 to 22.
HSBC, the global banking brand, has also renewed its title sponsorship of the LPGA Tour’s annual Singapore stop, the HSBC Women’s World Championship, through 2030.
The five-year extension struck with commercial agency IMG, running through 2030, will bring HSBC’s coverage of the event to over 20 years, having partnered with the organizers since its 2008 inception.
This move also upped the prize money for the event, which now stands at a total purse of $3 million, with an expanded field of 72 players to compete in the 2026 showcase, which will run from February 26 through March 1 at Singapore’s Sentosa course.
Other global brands that sponsor the event include: Lexus, Rolex, Hilton, AON, Epson, Puma, COBRA Golf, Ecco, Sony, and Titleist.
Meanwhile, Sky NZ, New Zealand’s pay-TV heavyweight, has renewed its broadcast agreement with the country’s annual New Zealand Open golf tournament.
As the exclusive domestic broadcaster of the tournament, Sky NZ will show each edition of the New Zealand Open through 2028, and has partnered with broadcast production service NEP to disseminate the coverage.
Sky NZ sold its external broadcast assets to NEP back in 2020, when the pair agreed on a long-term production partnership for domestic Sky NZ content.
The 2026 edition of the New Zealand Open, which is co-sanctioned by the PGA Tour of Australasia and the Asian Tour, will take place from February 26 through March 1 at the Millbrook Resort.
This edition will be shown in over 90 global territories, including Australia (Foxtel), Japan (U-Next), the US (Golf Channel) and more.
