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LPGA and Legends partner up to drive fan engagement and growth

Women's golf tour taps agency's merchandise and technology solutions services.

18 April 2023 Josh Sim

Getty Images

The Ladies Professional Golf Association (LPGA) has announced a partnership with experiential services agency Legends to drive fan engagement and growth for the tour.


  • Legends’ golf division to lead partnership using the agency’s global merchandise and technology solutions services
  • Legends’ global merchandise team to oversee ecommerce, licensing and select on-site event retail for the LPGA, including at the Solheim Cup and the International Crown
  • Agency to work with tour to develop and produce product lines, as well as expand merchandise offerings for fans worldwide on the official LPGA ecommerce shop
  • Legends’ global technology solutions team to provide a custom fan DNA study, as well as event sponsorship valuation and solutions to boost fan and revenue growth


The LPGA is the latest golf organisation to partner with Legends, joining the likes of the PGA of America, the Ryder Cup and the DP World Tour on the agency’s client roster.


“The innovative and data-driven approach that Legends brings to this partnership is critical to our continued fan growth,” said Matt Chmura, LPGA chief marketing, communications and brand officer.

“Together with Legends, we will enhance our merchandise experience, deepen our connection with current fans and reach even more fans all over the world.”

Coming next:

The LPGA Tour continues with the Chevron Championship, which takes place in Texas from 20th to 23rd April. 

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