LPGA and Legends Announce Broad Partnership

April 17, 2023

Legends Golf to Deliver Enhanced Merchandise Experience and Provide Data Technology Solutions to Drive Innovation and Growth for the LPGA

NEW YORK, N.Y. and DAYTONA BEACH, Fla., April 17, 2023 – The LPGA, one of the longest-running women’s professional sports associations in the world, today announced an expansive partnership with Legends, a data-intelligence-fueled global premium experiences company, to drive fan engagement and growth. Legends Golf, a division of Legends that leverages the company’s holistic services for partners in the golf industry, will lead the partnership utilizing the expertise of the company’s global merchandise and technology solutions services.

As part of the partnership, Legends’ global merchandise team will oversee e-commerce, licensing, and select on-site event retail for the LPGA. Further, Legends will work together with the LPGA to develop and produce product lines and expand merchandise offerings for fans worldwide on the official LPGA e-commerce shop. Event retail operations will include the Drive On Championship, Cognizant Founders Cup, CME Group Tour Championship, Solheim Cup and Hanwha LifePlus International Crown. Legends’ global technology solutions team will also provide a comprehensive, custom fan DNA study and event sponsorship valuation and solutions to support further fan and revenue growth.

“This year, the LPGA will host events spanning 12 countries and regions and 11 U.S. states, and our tournaments will be broadcast to 500-millon households spanning 175 countries,” said Matt Chmura, LPGA Chief Marketing, Communications and Brand Officer. “The innovative and data-driven approach that Legends brings to this partnership is critical to our continued fan growth. Together with Legends, we will enhance our merchandise experience, deepen our connection with current fans, and reach even more fans all over the world.”

“We are proud to partner with the LPGA to support innovation and growth for the organization through an enhanced, global e-commerce offering and comprehensive, data-driven fan and sponsorship studies to provide solutions that can drive commercial revenue,” said Kevin Ring, President, Legends Golf. “This new partnership with LPGA further strengthens our Legends Golf portfolio of clients and provides another incredible opportunity to leverage our expertise to help drive the golf industry into a new era.”

The LPGA joins Legends Golf’s growing roster of world-class partners, including PGA of America, Ryder Cup, USGA for the 2023 U.S. Open, and DP World Tour. Legends Golf provides Legends’ comprehensive 360-degree service solution across planning, sales, partnerships, hospitality, merchandise, and technology solutions to support leading organizations, events, and brands in the golf industry globally.