Authentic Sponsorship – A Win for Athletes, Fans and Internal Teams
Two exciting events in women’s sport kicked off this week – the FIFA Women’s World Cup and, perhaps lesser known, the KPMG Women’s PGA Championship. And while FIFA continues to inspire debate around ethics and equality in sport, KPMG’s backing of women’s golf is a shining example of the strategic role sponsorship can play in communicating a brand’s values and generating employee pride.
For the first time in its 60-year history, the Ladies Professional Golf Association (LPGA) is dropping its name from its title championship and partnering with the men’s tour to host the KPMG Women’s PGA Championship. More than a name change, as Golf Channel’s Randall Mell puts it, “the size, weight and scale of the LPGA’s flagship event have been magnified tenfold.”
In addition to a first-class venue (Westchester Country Club) that has played host to more than 40 events on the men’s tour, a contract with a major media network (NBC ) and a $3.5 million purse (the second highest on the women’s tour), the tournament includes a women’s leadership summit that attracted notable leaders (66th U.S. Secretary of State Condoleezza Rice among others) and welcomed “250-300 next-generation business leaders.”