ABSTRACT
The Ladies Professional Golf Association (LPGA) has served as one of the longest running and most successful women’s professional sport associations in the world. This chapter highlights the history of both women’s golf and the LPGA, the elements that have supported the LPGA’s growth, the several challenges that it has and continues to face, and the direction for future growth. Some of these challenges include the lack of coverage, particularly when compared with coverage of the men’s professional golf tour (i.e., PGA Tour), and various controversial decisions made by the leadership over the years (e.g., language rule). Meanwhile, organizational successes and reasons for growth, including diversity, and international presence, are discussed. This narrative is supplemented by insights from the LPGA Chief Commercial Officer, Jon Podany. Last, an industry profile on the LPGA leader Sandi Higgs is provided.
