Michael Whan takes on the LPGA Challenge

by CourtsidePost Staff Writer

The LPGA has its new commissioner, Michael Whan, a former marketing executive in the golf and hockey equipment industries, was recently introduced at a news conference at Madison Square Garden in October.

Whan recently was the president of Mission-Itech Hockey and has had positions with TaylorMade Golf, Wilson Sporting Goods and Procter & Gamble. He takes over for interim commissioner Marty Evans in January.  Increasing fan and sponsorship interest in the tour will be one of Whan’s primary goals. Over the last year, the LPGA’s money events list has dropped from 34 to 28. A loss of title sponsors was a major factor in former commissioner Carolyn Bivens‘ dismissal in July.

Still, Whan is upbeat about 2010.  “If that’s a downturn year, then this brand’s more resilient and strong than I even thought coming in, and I was pretty confident going in,” Whan told the Associated Press. “The LPGA is just fine.”

Unfortunately for Whan, he faces a similar problem that professional Tennis and Hockey are facing….Globalization.  His biggest asset right now, is his toughest marketing challenge-the international influence on the sport.  More than half its players are non-Americans, from 27 countries, including 47 from South Korea.  The lack of US interest in the LPGA has limited the amount of scheduled 2010 events on US Soil to only 13.

As opposed to the WNBA, the LPGA has great potential.  The average golf fan can appreciate the talent, consistency and ability of the World’s best female golfers.  Take Michelle Wie for example.  I am almost as awed by her potential as a global marketing juggernaut as I am by her ability to hit 300-yard drives.

http://www.comcast.net/video/who-is-michael-whan/1312288443/