And the winner is ...? The final countdown is on for the 2018 Sports Business Awards, to be held at the New York Marriott Marquis just off Time Square on Wednesday evening when the Ladies Professional Golf Association (LPGA) will be in the running for two of 17 award categories that recognize excellence over the past year.
Propelled by favorable tailwinds as it enjoys a remarkable run of sustained growth, the LPGA has been nominated in two highly competitive categories: Sports League of the Year and Sports Event of the Year, where the 2017 Solheim Cup is the contender.
The global non-profit organization is one of six nominees for Sports League of the Year and will vie with Major League Baseball, Major League Soccer, the National Basketball Association, the National Hockey League and the Southeastern Conference in what organizers have described as "an incredibly competitive category".
For Sports Event of the Year, where organizers are focusing on "innovation, ingenuity and also execution", the 2017 Solheim Cup is up against the 2017 NFL Draft: Philadelphia, El Clasico Miami, Mayweather vs. McGregor, Major League Baseball's Little League Classic and the TCS New York City Marathon.
Launched in 2008, the Sports Business Awards were established by SportsBusiness Journal and SportsBusiness Daily to celebrate and recognize the leaders, visionaries and day-to-day practitioners who personify excellence in the business of sports. This year's nominees and winners will be recognized for excellence and outstanding achievement in the business of sports for the period from March 1, 2017-February 28, 2018.
During that time frame, the LPGA proved itself to be both innovative and successful while continuing to celebrate record highs across the board. The LPGA’s 2017 season delivered the largest total purse in the Tour’s history at $65.55 million, and that mark is set to be surpassed with an expected prize money total of $68.75 million for the 2018 season.
Total LPGA prize money has increased by 58% over the past six years while overall LPGA revenue during that period has soared by a staggering 88%. Since the start of 2017, the LPGA has acquired 13 Official Marketing Partners, with two more expected this year. During that same period, eight new title sponsors have been added, such as Diamond Resorts which will title a new January event beginning next year.
The global appeal of the LPGA has led to 175 countries purchasing TV rights for the Tour’s broadcasts, and the LPGA saw a 24% rise in TV viewership during 2017. Total broadcast hours on Golf Channel and network TV in the U.S. were a record high in 2017 at more than 415, nearly double the figure from 2011.
"The last two years have been unprecedented for us but if this is as good as it gets, then shame on us," said LPGA Commissioner Mike Whan, who is continually looking to push the envelope, enhance business relationships, grow the tournament schedule and increase exposure and opportunities for the entire LPGA membership.
"Stability and predictability haven't always been the calling card of the LPGA but they have been in the last few years. I'm proud that the revenues of the LPGA in the last six years are up almost 90 percent. We've added 20 title sponsors and over 20 official marketing partners during that time. Don't know too many sports that could claim that."
CORE VALUES
One of the core values of the LPGA is to be "for the women of golf", a driving mission to provide increased opportunities for all women in the game. With innovative initiatives at LPGA tournaments focusing on executive women - such as the Women’s Leadership Summit at the KPMG Women’s PGA Championship and the creation of Leadership Academies for teenage girls within the Girls Golf program - the LPGA has worked hard to empower women at all levels.
Additionally, the LPGA last year unveiled the Women’s Network, a digital platform that aims to connect all female golfers, and it partnered with the Executive Women's Golf Association to rebrand the largest women’s amateur golfer association as ‘LPGA Women Who Play’ for even more opportunities for amateur women who love the game.
The LPGA's nomination for Sports Event of the Year, the 2017 Solheim Cup, was an extraordinary success both on and off the course - and that is saying a great deal about an event which has already established itself as one of the most exciting and high profile in all of golf.
Hosted by Des Moines Golf and Country Club in Iowa, the latest edition of the biennial team competition between the United States and Europe produced a record attendance of nearly 125,000 while merchandise sales also reached all-time record levels. Over the three days of competition, 7.3 million viewers tuned in to Golf Channel/NBC with an all-time record Solheim Cup viewership on Friday. Sunday produced the most-watched women’s telecast on cable in eight years and LPGA.com digital traffic for the 2017 edition was up over 130% vs. the 2015 Solheim Cup with more than one million video views across all channels.
On the course, golf fans were treated to an astonishingly high level of play by both the United States and Europe during a week that ended with the home team winning by 16½-11½. In Saturday afternoon’s fourballs, Europe totaled 35 birdies and one eagle and yet lost the session 1-3. The top singles match on Sunday, between Europe's Anna Nordqvist and American Lexi Thompson, turned out to be one of the most memorable in Cup history. Thompson was 4 down to a fast-starting Nordqvist after nine holes, then launched her comeback by holing out from 112 yards to win the par-five 11th with an eagle. She later took the lead before Nordqvist hit an eight-iron approach stiff at the par-four 18th for a conceded birdie, winning the hole and halving a riveting encounter of breath-taking quality.
Europe captain Annika Sorenstam, an LPGA and World Golf Halls of Fame member who has won 10 major championships among her 90 tournament victories worldwide, has seen it all during her stellar career but even she was taken aback by the quality of play produced by both teams that week.
"For women's golf, this was an incredible show ... the birdies, the eagles, just hitting it stiff and then hitting it even stiffer or making it," said Sorenstam. "The game elevated to a level I've never seen, and I think we all should be very proud of women's golf."
For the first time at a Solheim Cup, the 2017 edition offered multiple entertainment opportunities for clients and fans in addition to the great golf, passion and patriotism for which the biennial team competition is renowned. The PING Junior Solheim Cup was held earlier in the week, bringing in the best junior golfers aged 12-17. The first ever Women’s Summit at a Solheim Cup was held on the Tuesday, featuring keynote speaker Alison Levine, while concerts took place on Friday and Saturday night with Rascal Flatts and Jake Owen.
Event organizers used previous experiences and the demographics of Solheim Cup fans to enhance the overall experience at Des Moines Golf and Country Club by providing attractions for all age groups. Among these were children’s games and opportunities in the Solheim Cup Fore Kids Area and the addition of jumbotrons and 'cool zones'. The atmosphere around the first tee was significantly enhanced with triple the number of seats installed and a disc jockey played music there for all five sessions of play to generate extra buzz and excitement. The 2017 edition was truly a Solheim Cup like no other.
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