LPGA Soars into Social Space with New Partner


Amy Jo Martin and Digital Royalty Team with Tour & LPGA Stars

Daytona Beach, Florida, December 10, 2013 – The LPGA and Digital Royalty today announced a new partnership that will elevate the LPGA’s Social Media presence to a whole new level.

After a significant growth in social media numbers from 2012 – 2013, the LPGA will partner with Digital Royalty and Amy Jo Martin to continue using various social channels to increase fan engagement and player awareness.  The two worked together during the last quarter of 2013 to lay the groundwork for a busy 2014 season.

VIDEO:  Click here to see how we announced this partnership on Twitter!

TWEET IT!  Check out the @lpga’s new social media initiative w/ @DigitalRoyalty & @LPGACommish’s first Instagram video! http://bit.ly/1bSmpaz

“Our LPGA fan base is clearly loyal and very engaged,” said LPGA Chief Communications Officer Kraig Kann (@KraigKann). “The goal is to expand that loyalty and add new followers and we’re really excited to partner with Digital Royalty who’s hardly short on ideas to help us get there.”

The LPGA is currently using social media channels Facebook, Twitter, Instagram and Pinterest and looks to expand into Google+, Snapchat and Tumblr.  Currently, the LPGA, its players and tournaments have a combined 2.4 million followers on Facebook, Twitter and Instagram.  A total of 168 players tweet with an average of 90% of the weekly LPGA tournament field using the social media channel.  Player’s Twitter handles are displayed on their caddie’s bib for easy fan reference both at tournament site and on TV.

Building league and player social awareness is nothing new to Amy Jo Martin and her team at Digital Royalty.  Their goal of helping companies, celebrities, professional sports leagues, teams and athletes build, measure and monetize their digital universe is apparent with their impressive client roster.  Amy Jo herself has nearly 1.1 million Twitter followers (@AmyJoMartin).

“We are excited to help fans connect with the athletes of the LPGA when and how they want to,” said Amy Jo Martin, Digital Royalty’s CEO and Founder.  “During our partnership, Digital Royalty will help the LPGA humanize their brand because fans connect with people, not a logo.”

 Digital Royalty will help the LPGA drive fan engagement and player awareness through multiple social stunts in 2014 utilizing a select group of players to create events for fans to get closer to the athletes.  Natalie Gulbis (@Natalie_Gulbis) hosted the first LPGA “Meet-Up” in Naples, Fla. during the recent CME Group Titleholders.  Gulbis Tweeted an invitation to her fans to meet up with her at a local establishment for photo opportunities and autographs.  The LPGA is planning 20 player social stunts in 2014 in tournament markets, potential tournament locations and large cities. 

Digital Royalty will also work closely with the LPGA to further develop player’s social media skills through their Digital Royalty University program which is designed to give their personal brands and overall skillsets a healthy boost as they grow in social ability.  Players and staff from both the LPGA and the Symetra Tour will have access to the program through online courses which use real-world applications, live demos, quizzes and conversation boards.

The LPGA and Digital Royalty have created the LPGA “Social Six” – a group of players who have already performed social stunts, taken the Digital Royalty University online program and have received a personal brand assessment of their social channels with Digital Royalty.  The Social Six includes Michelle Wie (@TheMichelleWie), Natalie Gulbis (@Natalie_Gulbis), Beatriz Recari (@BeatrizRecari), Lizette Salas (@LizetteSalas5), Danielle Kang (@DanielleKang) and Karrie Webb (@Karrie_Webb).  The LPGA’s “Social Six” will expand to 20 in 2014.

“Social Media isn’t just something we’re focused on because everyone’s doing it,” said Kann.  “Our goal is strategic, but with a strong dose of fun mixed in to build on our momentum.  Our job is to find creative ways to make people take notice of our tour, not just hope they will.”

Topics: Press Release

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