Premium experiences company Legends’ golf division has agreed a new partnership with the Ladies Professional Golf Association (LPGA).

Legends’ global merchandise team will oversee e-commerce, licensing, and select on-site event retail for the LPGA as part of the deal.

The firm will also help the LPGA make and develop product lines and merchandise worldwide on the official LPGA e-commerce shop.

Event retail will include the Drive On Championship, Founders Cup, CME Group Tour Championship, Solheim Cup, and International Crown.

Legends’ global technology solutions team will also undertake a fan DNA study, an event sponsorship valuation, and solutions to support fan and revenue growth.

Matt Chmura, LPGA chief marketing, communications, and brand officer, said: “This year, the LPGA will host events spanning 12 countries and regions and 11 US states, and our tournaments will be broadcast to 500 million households spanning 175 countries.

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“The innovative and data-driven approach that Legends brings to this partnership is critical to our continued fan growth. Together with Legends, we will enhance our merchandise experience, deepen our connection with current fans, and reach even more fans all over the world.”

Kevin Ring, president of Legends Golf, said: “We are proud to partner with the LPGA to support innovation and growth for the organization through an enhanced, global e-commerce offering and comprehensive, data-driven fan and sponsorship studies to provide solutions that can drive commercial revenue.

“This new partnership with LPGA further strengthens our Legends Golf portfolio of clients and provides another incredible opportunity to leverage our expertise to help drive the golf industry into a new era.”

The LPGA joins Legends Golf’s other partners such as PGA of America, the Ryder Cup, USGA, and DP World Tour.

Image: Sean M. Haffey/Getty Images