LPGA sponsorship gets creative
Friday, December 4, 2009
The “unofficial money, LPGA-sanctioned” event is the new mantra for potential LPGA sponsors.
The first was announced earlier this week in Jamaica, and it’s only the start according to agents and TV executives who are looking for alternative ways to match up companies with golf.
“I can’t be specific about others,” said Chris Higgs, co-managing director of the golf group at Octagon. “It’s more of a realization of you have to deliver what sponsors want.”
The LPGA has lost some sponsors, but many of them still have an interest in the sport and want to stay involved.
Golf has reset over the last 15 months, so it would be silly not to realize that the economy has something to do with companies’ decisions not to fully subscribe to title sponsorship of LPGA events. It seems smaller events are becoming in vogue.
Higgs said determining a company’s objectives is important in putting together what that company wants when it comes to sponsorship.
“Its not a one size fits all any more,” he said. “Small, made-for-TV events, more intimate corporate events that deliver the same value as other bigger events are what sponsors are looking for.”
The Mojo 6 event announced earlier this week fits the bill perfectly. It will be a one-on-one match-up over six holes between 16 hand-picked players that bring the best value to the sponsors. The event includes a $1 million purse and coverage on CBS.
This event is only the beginning, according to those in the industry.
“We’re in the middle of doing this here and abroad,” Higgs said. “Its all about delivering value to the customer.”