{"id":26399,"date":"2024-05-15T10:05:41","date_gmt":"2024-05-15T10:05:41","guid":{"rendered":"https:\/\/golfsustainable.com\/?p=26399"},"modified":"2026-01-07T09:32:32","modified_gmt":"2026-01-07T09:32:32","slug":"golf-sponsorship-womens-golf-on-the-rise","status":"publish","type":"post","link":"https:\/\/golfsustainable.com\/en\/golf-sponsorship-womens-golf-on-the-rise\/","title":{"rendered":"Golf sponsorship: women&#8217;s golf on the rise"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-668xds-876096d2849bd591ec40b4f4144b136f\">\n.avia-image-container.av-668xds-876096d2849bd591ec40b4f4144b136f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-668xds-876096d2849bd591ec40b4f4144b136f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-668xds-876096d2849bd591ec40b4f4144b136f av-styling- avia-align-center  avia-builder-el-0  el_before_av_heading  avia-builder-el-first '  ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-26405 avia-img-lazy-loading-not-26405 avia_image ' src=\"https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-scaled.jpg\" alt='Golfer teeing off in front of the Amundi German Masters signs' title='Amundi German Masters'  height=\"924\" width=\"1387\" srcset=\"https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-scaled.jpg 1387w, https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-300x200.jpg 300w, https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-1030x686.jpg 1030w, https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-768x512.jpg 768w, https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-1500x1000.jpg 1386w, https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/FF9_8689-705x470.jpg 705w\" sizes=\"(max-width: 1387px) 100vw, 1387px\" \/><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kanx4d27-2a01c332098fb7ceac7cedf97b76f43d\">\n#top .av-special-heading.av-kanx4d27-2a01c332098fb7ceac7cedf97b76f43d{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-kanx4d27-2a01c332098fb7ceac7cedf97b76f43d .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-kanx4d27-2a01c332098fb7ceac7cedf97b76f43d .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-kanx4d27-2a01c332098fb7ceac7cedf97b76f43d av-special-heading-h1 blockquote modern-quote  avia-builder-el-1  el_after_av_image  el_before_av_post_metadata '><h1 class='av-special-heading-tag '  >Golf sponsorship: women\u2019s golf on the rise<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='av-post-metadata-container av-lw931ibf-bb3ee99c6ed49b2e2331c2c99fbc32f9 av-metadata-container-align-left  avia-builder-el-2  el_after_av_heading  el_before_av_textblock  av-metadata-container-1'><div class='av-post-metadata-container-inner'><span class=\"av-post-metadata-content av-post-metadata-meta-content\"><span class=\"av-post-metadata-content av-post-metadata-author\" ><span class=\"av-metadata-before av-metadata-before-author\">by<\/span><span class=\"av-post-metadata-author-link\" ><a href=\"https:\/\/golfsustainable.com\/en\/author\/petra-himmel\/\"  rel=\"author\">Petra Himmel<\/a><\/span><span class=\"av-metadata-after av-metadata-after-author\">Petra Himmel<\/span><\/span><\/span><\/div><\/div>\n<section  class='av_textblock_section av-k8ycpuk2-7346ebfddcb3b1befdc54074201b5725 '  ><div class='avia_textblock' ><p>Niche becomes mainstream. That is the message when it comes to sponsorship in women&#8217;s sport. A long-neglected market is developing into an economic powerhouse in which international companies operate. According to the <a href=\"ttps:\/\/nielsensports.com\/fans-are-changing-the-game-2022-global-sports-marketing-report\/\">Nielsen 2022 Global Sports Marketing Report<\/a>, sponsorship investment in women&#8217;s sport increased by 27% in 2022 compared to 2020. In 2018, <strong>VISA<\/strong> signed a 28 million dollar contract with <strong>UEFA<\/strong> until 2025. <strong>Barclays<\/strong> is reportedly investing ten million pounds a year in the <strong>Women&#8217;s Super League<\/strong> in England, and in women&#8217;s golf, <strong>Amundi Asset Management<\/strong>, one of the world&#8217;s leading asset managers, has become one of the most important sponsors in international women&#8217;s golf.<\/p>\n<p><strong>Mood of optimism continues<\/strong><\/p>\n<p>Why women&#8217;s golf ? At first glance, the answer is obvious: where men&#8217;s golf has dominated the public image for decades, women&#8217;s golf is in a phase of awakening. While top players in Asian countries have enjoyed star status since the first successful phase of Se-Ri-Pak at the end of the 1990s, the media frenzy surrounding top players in the USA is picking up speed again. A record-breaking run, such as that achieved by world number one Nelly Korda at the start of the 2024 season with five LPGA victories in a row, fuels the hype. The prize money paid out on the American LPGA Tour has increased by 69 percent to around 118 million dollars since 2021. The themes that can be conveyed with women&#8217;s golf are obvious.<\/p>\n<p>The <a href=\"https:\/\/leadersinsport.com\/sport-business\/reports\/leaders-special-report-womens-sport-bouncing-back-from-the-pandemic\/\">Leaders in Sport Report 2021 by YouGov&#8217;s<\/a> in England found that 75 percent of Europeans still believe that there is inequality in coverage and sponsorship between men&#8217;s and women&#8217;s sport. However, 21 percent of all adults also stated that they were increasingly following women&#8217;s sports.<\/p>\n<p><strong>Equal opportunities and diversity<\/strong><\/p>\n<p>Equal opportunities for women and diversity &#8211; these are the topics that women&#8217;s sport uses to convince sponsors. <strong>Natacha Andermahr, Head of Communication at Amundi<\/strong>, speaks of a &#8220;long-term commitment&#8221; when she explains why Europe&#8217;s largest financial services provider Amundi has been active in women&#8217;s golf since 2021. Amundi&#8217;s program is multi-layered and pyramid-shaped. Right at the top is continental Europe&#8217;s only major tournament, the Amundi Evian Championship. This is followed by sponsorship activities at the Amundi German Masters, the KPMG Irish Open and the Amundi Czech Ladies Challenge. The commitment is rounded off by talent teams from Europe, the USA and Asia as well as a junior program.<\/p>\n<div hcb-fetch-image-from=\"https:\/\/golfsustainable.com\/soziale-nachhaltigkeit-im-golf-ausbaufaehig\/\" class='avia-iframe-wrap'>\n<blockquote class=\"wp-embedded-content\" data-secret=\"iTsutAoj2U\">\n<p><a href=\"https:\/\/golfsustainable.com\/en\/social-sustainability-in-golf-could-be-improved\/\">Soziale Nachhaltigkeit im Golf ausbauf\u00e4hig<\/a><\/p>\n<\/blockquote>\n<p><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Soziale Nachhaltigkeit im Golf ausbauf\u00e4hig&#8221; &#8212; Golf Sustainable\" src=\"https:\/\/golfsustainable.com\/en\/social-sustainability-in-golf-could-be-improved\/embed\/#?secret=AqExEf5ZU5#?secret=iTsutAoj2U\" data-secret=\"iTsutAoj2U\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/div>\n<p>Women&#8217;s golf, as sponsors who get involved in women&#8217;s golf learn, is a rewarding business on the one hand, but also a difficult one on the other. At least in Europe, the fact that women are currently still paid less means that they are more open to interview requests, media and client work. This appeals to the fans and makes it easier for them to get the autographs and photos they crave. Ladies&#8217; golf is tangible, &#8220;we experience the ladies as friendly and cooperative when it comes to marketing the tournament,&#8221; explains <strong>Daniel Reitz, Chief Marketing Officer of Amundi Germany<\/strong>. Entry fees in the millions, which have long been standard on the men&#8217;s DP World Tour, are unheard of for Europe&#8217;s women.<\/p>\n<p><strong>Challenges in Europe<\/strong><\/p>\n<p>From this point of view, sponsoring women&#8217;s golf is a wonderful thing: at the <strong>Amundi German Masters at G&amp;CC Seddiner See<\/strong>, the golfing world is purple and pink, the flags are fluttering on the driving range and German protagonists such as Berliners Alexandra F\u00f6rsterling and Chiara Noja are in great demand alongside former Solheim Cup player Sandra Gal. This is the third edition of the Amundi German Masters and &#8220;we want to make the event even better,&#8221; says Reitz.<\/p>\n<p>Which brings us to the challenges of sponsorship in women&#8217;s golf: Women&#8217;s golf in Europe is not yet a sure-fire success like in Asia. Whether in Spain, France or England, viewer numbers are limited and TV stations are calling for production subsidies when it comes to broadcasting. Anyone visiting the Centurion Club in England in 2023 to watch the <strong>Aramco Team Series<\/strong> event as part of the<strong> Ladies European Tour<\/strong> was met with huge grandstands, a huge press tent and a very lavish public area &#8211; but only a very manageable number of spectators and journalists. At the LIV Tour event, which also took place in Centurion against the same backdrop, the grandstands were packed. The names of the male golf pros are better known in the golf scene, and ultimately more men than women play golf throughout Europe, which may also have an influence on viewer interest<\/p>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lw7msvmg-3bd13ba88cc4d773a14ee91abad5a7e4\">\n.avia-image-container.av-lw7msvmg-3bd13ba88cc4d773a14ee91abad5a7e4 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lw7msvmg-3bd13ba88cc4d773a14ee91abad5a7e4 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lw7msvmg-3bd13ba88cc4d773a14ee91abad5a7e4 av-styling- avia-align-center  avia-builder-el-4  el_after_av_textblock  el_before_av_textblock '  ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-26408 avia-img-lazy-loading-not-26408 avia_image ' src=\"https:\/\/golfsustainable.com\/wp-content\/uploads\/2024\/05\/20230727_140104-1500x430.jpg\" alt='Leaderboard and trophies at the Amundi Evian Championship' title='Amundi Evian Championship'  height=\"430\" width=\"1500\"  \/><\/div><\/div><\/div>\n<section  class='av_textblock_section av-lw7mu3y1-60382fbde48a6d3e04b5bc39ef38b2ef '  ><div class='avia_textblock' ><p><strong>Amundi Evian Championship flagship model<\/strong><\/p>\n<p>The <strong>Amundi Evian Championship<\/strong> proves that the development of women&#8217;s tournaments is a long-term process, but one that can be crowned with success in the end. Idyllically situated on the slopes of the Swiss municipality of Evian-les-Bains, the tournament organizers have earned their success. As recently as 2015, when prodigy Michelle Wie was supposed to be the crowd-puller here, the fans on the sidelines could be counted out one by one, and the gathering of people on the clubhouse terrace resembled a high-class family reunion. Television stations around the world broadcast images of the idyllic setting and the players were thrilled by the atmosphere of the event. <strong>Evian and Rolex<\/strong> continued to invest in the tournament.<\/p>\n<p>Almost ten years later, the situation has changed: Those who attended the Amundi Evian Championship in 2023 encountered a fully attended first-class event with packed grandstands, busy VIP areas and the world&#8217;s international elite of female players. The best thing about it: the feeling of being much closer to the women&#8217;s professional golf than to the men&#8217;s event has been preserved. Anyone sitting in one of the lounge chairs in the VIP area directly behind the chipping and pitching green gets a free lesson in perfect golf technique, as the practicing players are so close to the spectators.<\/p>\n<p>Hundreds of balls are always placed at the flag with sheer endless calm. Women&#8217;s golf, so the lesson after extensive observation of the training sessions, has quite a lot to do with endurance and perfection.<\/p>\n<p>If you have both, you are also in good hands in sponsorship and are obviously part of a future trend: 381 new sponsorship agreements have been concluded in women&#8217;s sport since 2021 alone. And the trend is rising.<\/p>\n<div hcb-fetch-image-from=\"https:\/\/golfsustainable.com\/mehr-kuestenschutz-fuer-golfplaetze-in-st-andrews\/\" class='avia-iframe-wrap'>\n<blockquote class=\"wp-embedded-content\" data-secret=\"e3UF16YOlo\">\n<p><a href=\"https:\/\/golfsustainable.com\/en\/more-coastal-protection-for-golf-courses-in-st-andrews\/\">Mehr K\u00fcstenschutz f\u00fcr Golfpl\u00e4tze in St. Andrews<\/a><\/p>\n<\/blockquote>\n<p><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Mehr K\u00fcstenschutz f\u00fcr Golfpl\u00e4tze in St. Andrews&#8221; &#8212; Golf Sustainable\" src=\"https:\/\/golfsustainable.com\/en\/more-coastal-protection-for-golf-courses-in-st-andrews\/embed\/#?secret=rmAV5ljJzm#?secret=e3UF16YOlo\" data-secret=\"e3UF16YOlo\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" 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