LPGA attracts IOC TOP sponsor Dow and Consumer Cellular
The Dow Chemical Company, the USA-based science and technology company, has turned its hand to golf by becoming an official marketing partner of the women’s LPGA.
Consumer Cellular, the US mobile phone operator, has signed up at the same level.
Under the sponsorship deal announced this week, the length of which has not been disclosed, Dow will have a presence across the LPGA Tour season with hospitality at various events and via a digital content platform through the LPGA Women’s Network and the LPGA.com website.
It will also be involved in various partner events, contribute to the two websites and participate in various LPGA Tour event activities to promote inclusion and career advancement for women.
Dow is best-known in sport as an elite TOP sponsor of the International Olympic Committee in a deal that runs to 2020 and the Olympic Games in Tokyo.
Golf returned to the Olympic programme for the Rio 2016 games.
In a statement, Dow chief inclusion officer Karen Carter said: “The Dow team is excited to partner with the LPGA and the Women’s Network to explore the powerful intersections between golf and life, specifically in the areas of careers and inclusion," said Karen S. Carter, Dow’s chief inclusion officer.
"Dow has been involved with the game of golf for a long time, including selling many of our products and solutions into the golf world. We look forward to using this network to help attract more women to the game, and utilizing golf as a vehicle for career advice and advancement."
In its deal, Consumer Cellular will receive exposure at LPGA tournaments via television broadcasts and on-course signage, aligning itself with the tour to tell the story of what is 'Worth Talking About' at the events.
Brian Hepner, vice-president of marketing at Consumer Cellular, said: "We are thrilled to join the LPGA as an official partner. Many of our customers and employees are huge fans of golf, and we are incredibly proud to support their passion, as well as the elite women golfers from around the world who truly excel at their sport."
Meanwhile, existing LPGA sponsor Leaders Cosmetics has extended its deal until 2020, and broadened its relationship with the tour to become the official cosmetics partner.
Under the expanded agreement, the Korean company, which specialises in facial masks and skincare products, will support a new ‘Leaders Top 10’ competition, with the player who records the most top-10 finishes at the end of the season receiving a bonus of $100,000.