In a significant shift in the sports arena, women’s golf is making impressive strides in garnering brand partnerships. A recent report from SponsorUnited highlighted that the Ladies Professional Golf Association (LPGA) saw the highest growth among women’s leagues in terms of partnerships last year, registering a 30% increase in brand deals compared to 2021.
Nicole Metzger, LPGA’s chief sales and partnerships officer, remarked on the unprecedented surge in interest, noting the proactive approach from C-level executives. As of April, over 1,200 brands associated with LPGA, doubling the numbers from 2019. These partnerships have proven lucrative, with some brands witnessing a staggering 400% return on investment.
Further driving brand interest is the increasing viewership of LPGA tournaments. With more network exposure, notably from giants like NBC and CBS, the audience base for women’s golf continues to expand. The recent Chevron Championship recorded its highest-ever viewership, averaging 941,000 on NBC and Peacock. Similarly, CBS’s coverage of the Dana Open final saw a 212% viewership spike, drawing over a million viewers.
The surge in LPGA’s partnerships and viewership underscores the growing importance and appeal of women’s sports in today’s market. Brands are recognizing the value of associating with women’s golf, not just for social goodwill but also for genuine returns on investment. As LPGA continues its upward trajectory, it’s a win for both women’s sports and brands seeking authentic engagement with diverse audiences.
