‘Owners of Liverpool FC, Fenway Sports Group, have continued to expand their array of sporting endeavors.
After signing an agreement with the LPGA, the women’s professional tour, Liverpool’s owners Fenway Sports Group have boosted their interest in golf.
FSG expanded their golf portfolio after reaching a partnership with Fenway Sports Management (FSM) to increase commercial earnings for the competition, becoming one of the ownership companies to purchase a team in Rory McIlroy and Tiger Woods’ new TMRW Gold League (TGL), ahead of its first season.
With the LPGA, FSM, the marketing and sales division of FSG, has established what has been dubbed a “unique sales alliance,” which will enable FSG to represent the LPGA when luring new corporate sponsors to the Tour and its athletes.
The agreement is set up as a profit-share, so FSG will have the chance to receive a portion of the revenue from any new business it signs for the LPGA, according to the LPGA. This will be accomplished by establishing a “turnkey sales team” to operate with existing LPGA sales teams in order to draw in new partnerships.
In a news release, FSG CEO John Henry made the following statement: “(LPGA Commissioner) Mollie Marcoux Samaan has spoken about the need for infrastructure at the LPGA to assist capitalize on the remarkable expansion the sport is experiencing.
FSM will provide a well-established, turnkey workforce with experience generating commercial revenue for blue chip organizations through this agreement. We anticipate a fruitful partnership and are eager to assist the LPGA in enhancing its capabilities and taking advantage of the tremendous enthusiasm that businesses have shown in sponsoring one of the oldest women’s professional sports organizations in the world.
The agreement with FSG gives the LPGA access to a sizable clientele and the opportunity to expand their business and bring on new partners who may have otherwise not been available.
According to LPGA commissioner Samaan, this cooperation is a game-changer for the LPGA, women’s golf, and women’s sports. We are moving forward significantly as we work to improve our exposure and provide more value to our partners and members by working with one of the greatest and most successful global sports companies, Fenway Sports.
“This innovative strategy and partnership will give the LPGA access to new and untapped networks and resources, allowing us to accelerate our trajectory of growth, further solidify our position as the industry leader in women’s sports, and strengthen our platform to inspire, elevate, and advance women and girls, on and off the golf course.”
