PGA of America and LPGA Tour Ink Partnership

Name Change of LPGA’s Flagship Event Causing Brouhaha

Chris Duthie

Woe and smite to anyone that challenges golf’s traditions.

That is what’s brewing over at the LPGA Tour where earlier this month it was announced that the association’s flagship event, the LPGA Championship, would be renamed the KPMG Women’s PGA Championship.

The bold move uproots the tournament from Rochester, N.Y. (where the event has been played for 38 years), ties the LPGA to the PGA of America, results in an increased purse and greater television coverage, and inks a five-year contract with a deep-pocket sponsor.

Stabilizing the event with more money (from $2.25 million at this year’s Wegmans LPGA Championship to $3.5 million in 2015) and more coverage (Golf Channel will televise Thursday and Friday, and NBC will air the weekend) is significant news for anyone that hopes to see the women’s tour grow.

Yet what’s causing considerable consternation, at least among some of the players, is that “LPGA” has been dropped from the event’s title. Here are a few comments gleaned from Twitter’s social media soundboard:

Patty Sheehan:

Naming our @LPGA Championship the Women's PGA Championship is a slap in the face. That's my opinion. @KMPG @pgaofamerica

— Patty Sheehan (@gr8parr) May 29, 2014

Laura Baugh:

Why couldn't the KPMG WOMEN'S PGA at least be the KPMG LADIES PGA – it's such a slap in the face to the LPGA name and tour. #KPMGWomensPGA

— Laura Baugh (@GOLFERLB) May 29, 2014

Beth Daniel:

Congratulations @lpga, @pgaofamerica, @KMPGroup on your commitment to grow the women's game. Sad to see LPGA not in the name though

— Beth Daniel (@bethdanielBMFD) May 29, 2014

Steeped in tradition, the LPGA Championship is the second-oldest continuous women’s major behind the U.S. Women’s Open. It debuted in 1955, and always has had “LPGA” in its title, along with a variety of sponsors that have included Eve, Mazda, McDonald’s and now Wegmans.

Breaking with traditions—like removing Dinah Shore’s beloved moniker from the Kraft Nabisco Championship—is never without pitfalls. Yet holding tightfistedly to passé thinking can have dire consequences as well. Strategic concessions are, more often than not, crucial to future growth.

“This [parnership] elevates women’s golf and LPGA exposure,” said LPGA Commissioner Michael Whan, whose four-year tenure has resulted in growing the Tour from a low of 23 events in 2011 to 32 this year.

“The Championship will now reach even greater levels of global exposure, player opportunities and community impact,” said Whan. “This event will change lives—both for the female professionals that will compete in the KPMG Women’s PGA Championship, and for the women it will impact.”

Despite the pointed criticism, the move has received strong support from Hall of Fame greats Annika Sorenstam, Nancy Lopez and Dottie Pepper, plus it’s elicited a highly vocal endorsement from LPGA Board member Karrie Webb.

“As someone who loves the tradition of the game it will be tough to see the name change away from LPGA Championship,” said Webb, “but it’s comforting that the traditions, legacy, and opportunities for our members will still remain. For younger players on tour, they can be confident that this tremendous championship will continue for decades to come, and be bigger and better than ever before.”

Getting so close to the trees that you can’t see the forest is always a mistake. This win-win move is both smart and insightful, and should be regarded as such.

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Chris Duthie is a contributor to Colorado AvidGolfer, the state’s leading resource for golf and the lifestyle that surrounds it. It publishes eight issues annually and proudly delivers daily content via www.coloradoavidgolfer.com.