The Ladies Professional Golf Association (LPGA) body has unveiled a marketing partnership with US sports conglomerate Fenway Sports Management (FSM).
The tie-up will focus on developing the tour's commercial agreements with brands, and aims to “create unparalleled opportunities for all stakeholders involved.”
FSM’s partnerships team will now assist in selling LPGA partnership assets across the globe, as it does with other sports properties such as English soccer’s Liverpool, baseball’s Boston Red Sox, ice hockey’s Pittsburgh Penguins, and golf’s TGL Boston.
The aim is to assist the LPGA in expanding its commercial reach, and in identifying and connecting with new commercial partners.
Of the LPGA’s current list of commercial partners, heavyweight brands present include Acer, BetMGM, John Deere, KPMG, NEC, Rolex, Titleist, and Whoop.
In April, the LPGA agreed to a partnership with the golf division of premium experiences company Legends.
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Legends’ global merchandise team is now overseeing e-commerce, licensing, and select on-site event retail for the LPGA as part of the deal.
LPGA commissioner Mollie Marcoux Samaan, said: “By partnering with Fenway Sports, one of the world’s biggest and most successful global sports brands, we are taking a significant step forward as we strive to grow our exposure and drive increased value back to our partners and to our members.
"This novel approach and partnership will provide the LPGA with access to new and unprecedented resources and networks, enabling us to accelerate our trajectory of growth, further strengthening our position as the leader in women's sports.”
John Henry, Fenway Sports Group’s principal owner, added: “Through this partnership, FSM will deliver a well-established, turnkey team with experience driving commercial revenue for blue chip companies.
“We look forward to a long collaboration and are excited to help expand the LPGA’s capabilities and capitalize on the immense interest they are seeing from brands looking to invest in one of the world’s longest-running women’s professional sports associations.”
FSG was announced as the owner of the Boston team from golf’s TGL in late June.