LPGA Secure Korean Golf Ball Company as Marketing Partner
February 8, 2012
The Ladies Professional Golf Association have announced that Volvik, the Korean golf ball company, is now a Marketing Partner of the LPGA, the Symetra Tour, LPGA-USGA Girls Golf and the LPGA Teaching and Club Professionals.
Highlights of the deal include exposure on LPGA Tour telecasts on Golf Channel, exclusivity as the Official Golf Ball of both the Symetra Tour and LPGA-USGA Girls Golf, and Presenting Sponsorship of the Teaching and Club Professional‟s Front Row Experience.
LPGA Chief Marketing Officer Jon Podany, said: “A major goal of the LPGA is to showcase the colorful personalities and distinct style of our players. Volvik’s unique style of colored golf balls positions perfectly with our ‘See Why It’s Different Out Here’ campaign. Volvik is a strong supporter of the LPGA and several of our players, and we love how they bring ‘color’ to the game.”
The partnership includes the extension of Volvik’s sponsorship of the “Volvik Shot of the Day” which will air on Golf Channel during domestic LPGA Tour telecasts.
Starting with the 2012 season, Volvik will launch marketing efforts on the LPGA’sofficial developmental tour, the Symetra Tour. As one of the leaders in the colored performance golf ball market, Volvik will showcase its trademark product on the driving range at each domestic event as the Symetra Tour’s exclusive range ball and will be included in gift packages at several tournament Pro-Ams. The partnership will also expand the company’s support for Tour players. Volvik will have a team of five Symetra Tour professionals who will serve as brand ambassadors and will also introduce a player incentive award that recognizes a top player who uses Volvik in a statistical category for their performance throughout the season.
Volvik will also begin its involvement with the LPGA Foundation, the LPGA’scharitable division, and has been named the Official Golf Ball for LPGA-USGA Girls Golf. In addition to gaining exposure through both digital and print outlets within Girls Golf, Volvik will uphold its philanthropic mission by donating 2,500 golf balls to be used at Girls Golf sites and programs throughout the year.
The deal also activates Volvik’s partnership with the LPGA Teaching and Club Professionals (T&CP) and provides Presenting Sponsorship rights for the “LPGA Front Row Experience Presented by Volvik.” The program offers fans the unique opportunity to get inside the ropes to demo equipment and receive free instruction from an LPGA Teaching Professional on the tournament driving range. Volvik will be provided with onsite signage and product sampling at participating events, as well as a digital branding and marketing presence on LPGA.com and through direct membership contact.
Earlier this month, the LPGA announced a 2012 tournament schedule that features five new tournaments – four of which are in North American – and $6 million more in tournament purses.
Additionally, LPGA Commissioner Michael Whan announced that the Tour had renewed 10 of 11 corporate marketing partners with expiring contracts in 2011. The Tour also launched new ad spots last week featuring 12 different LPGA players as part of the continuing “See Why It’s Different Out Here” marketing campaign, which continues to engage fans and showcase player personalities.