The LPGA’s ‘Drive On’ brand positioning is a visible commitment to diversity and inclusion, and celebrates the past, present and future of the LPGA
RANCHO MIRAGE, Calif., April 1, 2019 – With the Ladies Professional Golf Association (LPGA) playing a significant role in multiple areas as part of its mission to grow the game, strong tailwinds have been building over the past two years and now is unquestionably the best possible time for girls, and women, to consider taking up golf - or to keep on playing and competing.
Opportunities have never been more plentiful for female golfers, and this week is an extraordinary example of that. The ANA Inspiration, the first of the year's five women's major championships, will conclude on Sunday (April 7) at Mission Hills Country Club where the prestigious event will be held for a 48th consecutive time. One day earlier, the inaugural Augusta National Women’s Amateur Championship will unearth its first winner at one of the most iconic venues in the game to set up a remarkable weekend celebrating women's golf.
All this after the ANA Junior Inspiration, a 54-hole invitational sanctioned by the American Junior Golf Association (AJGA), concluded yesterday (March 31) on the Dinah Shore Tournament Course at Mission Hills where the champion earned herself the final playing spot in the ANA Inspiration.
These are indeed heady times for female players, and they reflect the momentum relentlessly gathered by the LPGA during its 70-year history as it focuses on creating greater opportunities and exposure for women in the game. Just two weeks ago (March 20), the LPGA unveiled a new brand positioning that embraces its history and pushes toward the future with two simple words: 'Drive On'. This positioning is a visible commitment by the LPGA to diversity and inclusion, and it is a new central theme that bridges together the LPGA Tour, Epson Tour (the official qualifying tour of the LPGA), the LPGA Teaching & Club Professional (T&CP) membership, LPGA*USGA Girls Golf, the LPGA Amateur Golf Association and the LPGA Women’s Network.
"In a very real sense, our sponsors, players and fans have led us to Drive On," said LPGA Commissioner Mike Whan. "More and more companies want to be associated with what the LPGA represents, on and off the golf course. They see our athletes and members as positive, visible leaders and as role models who represent the important values of diversity, authenticity, a commitment to excellence and fierce determination. And, they appreciate our nearly 70-year track record of 'driving on' to break barriers and provide opportunities for women."
Raw statistics help to flesh out how much progress has been achieved for women, and girls, in golf with the LPGA instrumental in blazing a trail for others to follow.
At the elite level, the LPGA Tour schedule has climbed from just 23 events and total prize money of $41.5 million in 2011 to 32 events and an overall purse of $68.45 million this year. In total, the season’s five majors will deliver more than $19 million, with the U.S. Women’s Open Championship conducted by the USGA leading the way with a purse of $5 million. Sixteen events in 2019 carry purses at $2 million or higher as compared to eight events with $2 million purses in 2011.
For the first time in the history of the Epson Tour, the LPGA's official qualifying tour, the total purse available will hit the $4 million mark this year with 24 tournaments lined up on the 2019 "Road to the LPGA" schedule.
"The number of opportunities for females in the game, no matter what the ability level or age, continues to grow at an amazing pace, " said Heather Daly-Donofrio, the LPGA's Chief Tour Operations Officer. "At the LPGA, we want every woman who has an interest in golf to know that this is her game too and that there is a place for her within it here at the LPGA."
LPGA-USGA Girls Golf has increased its reach from 4,500 girls in 2010 to 80,000 girls in 2018, a 1,700% growth in participation. There are more than 500 Girls Golf sites scattered across the world, with 80 new programs added during 2018. More than 40 members of the LPGA and Epson Tours kickstarted their golf careers at a Girls Golf program, including players such as Brittany Lincicome, Morgan Pressel, Cheyenne Woods, Mariah Stackhouse and Vicky Hurst.
And the future looks increasingly bright. Girls under the age of 18 represent the fastest growing sector in the U.S. golfing population since 2010. In 1995, girls made up only 17% of all junior golfers; today they total one third, according to the National Golf Foundation.
Over the past 18 months, the LPGA has expanded its women’s program offerings with the launch of the LPGA Women’s Network, the creation of the #inviteHER industry-wide influencer marketing campaign and the acquisition of the rebranded LPGA Amateur Golf Association.
In August 2017, the LPGA launched the LPGA Women’s Network, a digital platform designed to unite women and help them better enjoy the game of golf. The overall mission is to provide an inspiring network that delivers practical advice and guidance on and off the golf course and empowers women through the game. More than 40,000 women joined the Network in 2018 and that number is expected to double in 2019.
The #inviteHER campaign, an initiative established to increase participation in golf among women, is powered by WE ARE GOLF and the LPGA Women’s Network. With proactive support from some of the industry’s most influential brands, management companies and governing bodies, #inviteHER aims to spread its reach to as broad an audience as possible while utilizing its new partners to touch more new golfers than ever.
Before being rebranded as the ‘LPGA Amateur Golf Association’ (LAGA) in April 2018, the Executive Women's Golf Association (EWGA) officially joined the LPGA family in January 2018, finalizing the strategic alliance between the two organizations to further promote the growth of women's golf. The LAGA is the largest national women’s amateur golf organization with nearly 12,000 members spanning approximately 100 communities in the United States, Canada, Bermuda and Italy. Together the LPGA, LPGA Women’s Network and LAGA aim to create a seamless transition for women looking to go from aspiring player to recreational golfer. In 2019, the LAGA plans to exceed 15,000 members and expand globally.
Additionally, the LPGA T&CP membership has grown from 1,200 members in 2010 to nearly 1,800 members representing 25 countries in 2019. Two years ago, LPGA Golf 101 was initiated and this 'Welcome to Golf', conducted by women for women, guides females through a comprehensive six-week program for new or relatively new female golfers. Overall, LPGA T&CP members give 1.8 million lessons to 500,000 students annually.
Whether you are an amateur or a professional, a woman or a young girl, now is a wonderful time to be playing golf, competing at any level or even just thinking about taking up the game.
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