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LPGA 2010 Tour Dates Highlight Difficulties

As we all know, sports has been particularly hard hit by the Great Recession as companies slash marketing budgets,  fans are pressed to come up with cash for the ever increasing ticket prices, and TV ratings for most sports are tanking as narrowcasting takes holds.  One of the worst hit sports is the LPGA, which has undergone a player revolt leading to the departure of Carolyn Bivens, and the exodus of sponsors, resulting in singnificant holes in the tour schedule.

The reality of the new marketplace became ever more evident this week with the announcement of the 2010 tour schedule.  The number of tournaments is 24, down from 27 this year and 34 two years ago. Of equal importance,  in 2008, there were 24 LPGA events played in the U.S; next year, only 13.  Today's Wall Street Journal has a very good overview of the state of the LPGA tour and the challenges it will face with so few tournaments in the US.

As the global economy begins its recovery, it is incumbent upon new LPGA commissioner Michael Whan to integrate international events with the LPGA to attempt to get a unified tour which would be better able to not only coordinate scheduling but approaches to sponsors.  The membership of the tour is increasing international but the importance of the US fixtures cannot be overstated.  The 10 year contract with the golf channel means the tour now has a regular television outlet but without broadcast TV exposure, it may only reach hardcore fans.  Those are not sufficient for the long-term viability of the tour.  A way has to be found to better market the tour's best players and personalities to the public, even if not especially, away from the course.  Whan's consumer marketing background, not his sports business background, may prove to be his most valuable asset.

Full post as published by Sports Biz on November 21, 2009 (boomark / email).