Turning Women's Golf into a Brand

In a recent interview with Carol Mann 2008 PGA First Lady of Golf, Steve Eubanks in a "Special to Yahoo!Sports" asked Carol about the LPGA Tour.

That reminded me.....

In 1996, when I founded Ladies Golf Journey I soon realized that women's golf had no image. People could not identify who or what women golfers were. They were wives who played on Tuesdays on "ladies day." They were a few talented golfers, who were on the LPGA Tour. They were some who played in leagues and amateur tournaments. They could identify Patty Berg, Babe Zaharias, Kathy Whitworth, and later Nancy Lopez, Jan Stephenson, and much later Annika Sorenstam. These and others are "bigger than life."

But where did you see their faces? In the early years a few people followed the professional tournaments, but much of what we saw and knew about women professional golfers was from the exhibitions they gave prior to tournament play. Later, you might see a blurb about a fantastic shot, a score here and there, a snippet on television, and a little network coverage. If you wanted information and scores, you really had to work at it.

That's why Ladies Golf Journey was born. While trying to learn more about women's golf, I found that there were no scores of women's tournaments along with the men's tournaments. No one was reporting on the great tournaments they were holding even in the statewide "amateur golf magazine."

It was time to report on the good news of women's golf and help to inform the world that women golfers was the fastest growing segment of golfers. I soon learned that equipment, apparel and other golf related manufacturers were developing products for women, and major resorts were conducting golf programs for women. Being new to golf, I did not know that there had not always been women's golf shoes, golf clubs, and equipment designed for women.

When it came to seeking advertising, most companies, including golf organizations, did not recognize the economic impact of women golfers. Especially if the product was not golf related, they did not look at women golfers as a highly desired consumer with above average disposable income.

Over the last 10+ years, the coverage of women's golf has grown. In our local newspapers, the local, regional and national tournament scores are reported along with some articles on prestigious women's amateur tournaments and the women's professional tours. Major golf magazines are featuring women golfers, but the Golf for Women magazine has just folded. Television coverage has significantly increased with network viewership up 57.1% from 2001-2006, according to the LPGA.

The LPGA is becoming a more global brand with events in Korea, Japan, and Mexico and future events in China, where women's golf is becoming very popular. Players like Paula Creamer and Natalie Gulbis have created a brand for themselves, which is also very helpful in promoting the LPGA and women's golf.

Fashionable and bold women's golf apparel is making a statement for women's golf along with the women golfers that are making their own statements and setting records in women's golf.

Seven LPGA players have signed with a world-famous artist management company, Wilhelmina, to tell an LPGA Tour story that doesn't necessarily focus around on-course accomplishments. The W7 - Minea Blomqvist, Sandra Gal, Anna Grzebien, Kim Hall, Johanna Head, Mikaela Parmlid and Stacy Prammanasudh - are not only highly marketable, but they are all talented. Three have finished among the top 20 and five among the top 50.

Along with the announcement of Carol Mann as the 2008 PGA First Lady of Golf, the PGA announced its America's Women's Golf Initiatives ranging from the grassroots player development, an online video series, an alliance with the WNBA, Play Golf America Days for Women and special events in conjunction with major spectator championships to help grow this influential segment of golfers and bring more women to the game. The American Express Women's Golf Week has expanded to a month. The online video vignettes of the country's leading female executives who have made the game of golf an integral part of their lives in "Join the Club: Better Golf for Women presented by Kohler" showcases the lives of business executives, athletes, journalists and celebrities.

Like the energy crisis, it will take everyone pulling out all the stops in a multi-faceted approach to get the maximum exposure for women's golf.

Bobby Jones, Jack Nicklaus, Arnold Palmer, and Tiger Woods are some of the faces of men's golf. From automobiles to watches, you'll find their images connected to a brand. All of these are a brand and image with advertising on regular network and cable television, or tied in with the PGA Tour.

Serena Williams and Venus Williams have put a face on women's tennis. They have set records, worn bold tennis apparel, attracting tennis players and non-tennis viewers alike to tune in to see what will happen next. They have bigger than life personalities to match their record setting abilities. Playing in the world scene has created a larger universe that attracts a global audience thereby promoting tennis and their brands.

Most recently, Michael Phelps has become a global icon with his perseverance, goal setting, and determination to be the best that he can be in swimming. Swimming organizations like the YWCA have already seen an increase in their swimming programs, from children to adults. After completing the Olympics, his mission is to build, develop, and promote the world of swimming on the global platform he has attained.

Who are the faces of women's golf? Who and what will turn women's golf into a brand and image that is recognized on a global basis, and will attract girls and women to the game of golf?