The Ladies Professional Golf Association (LPGA) has entered a media and licensing partnership with Pro Shop, the golf media and commerce company.
Through the agreement, Pro Shop and its digital media arm, Skratch, will receive licensed access to LPGA Tour highlights and archival footage for use across editorial content.
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The move is similar to Pro Shop’s existing media rights partnership with the men’s PGA Tour.
The deal also provides expanded on-site access at LPGA Tour events, enabling Pro Shop to produce short-form and long-form storytelling, player-driven features, event coverage, and develop serialized content in collaboration with the LPGA.
Content produced under the partnership will primarily live across Skratch’s digital platforms, with Pro Shop’s broader media portfolio also being utilised.
GolfWRX, the golf equipment news site, will “deepen” its industry coverage and insights around the women’s game, expanding analysis and storytelling tied to LPGA players, equipment trends, and performance.
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By GlobalDataChad Mumm, co-founder and president of Pro Shop, said: “The LPGA is home to some of the world’s best golfers, and as the audience around the women’s game continues to grow, fans are looking for deeper access to the players and storylines shaping the tour.
“Partnering with the LPGA is a natural next step in how we want to serve the full spectrum of golf fandom, reflecting a deliberate, long-term investment in the women’s game and furthering our mission to bring fans closer to the professional game by connecting golf with culture at scale.”
Roberta Bowman, LPGA interim chief marketing, communications, and brand officer, added: “This partnership with Pro Shop creates a powerful new platform to showcase the talent, depth, and global stories of the LPGA and our athletes.
“By expanding access to our highlights, history, and on-site storytelling, we’re meeting fans where they are and helping more people connect with our athletes in authentic, compelling ways.”
The agreement builds on Pro Shop’s relationship with the PGA Tour, giving the golf media organization licensed access spanning both the men’s and women’s professional games.
The LPGA recently appointed Dude Perfect’s Chad Coleman as chief marketing officer in a move aimed at reaching a younger audience.
In the role, which Coleman will start on February 3, he will lead the LPGA’s global marketing, brand, communications, content, and fan-engagement strategy, with a focus on accelerating audience growth, “deepening relevance with younger fans, and elevating the visibility of the LPGA’s athletes and competitions worldwide.”
