They've picked a theme of "approachability," highlighting how these women are great golfers because of their accessibility to fans. Take a look at the spot below, which features a unique autograph experience with Natalie Gulbis.
My reaction: Really? That is supposed to get me to watch the LPGA? Why aren't they highlighting how badass these women are at golf? Sweetness isn't exciting when it comes to sports. I think it's especially important to emphasize their athletic skill because they are women. It's pretty safe to say that women are traditionally expected to take on the characteristics of warm, motherly and approachable and less expected to be incredible athletes. So why not bring the unexpected and focus on what they're really good at - golf?
Ok, the campaign aside, this is also an exposure issue. Most people simply aren't exposed to women's golf. According to the AdAge article, "of the 94 official rounds of golf played on the LPGA Tour in 2010, 38 were shown on tape delay and 11 rounds had no live TV coverage at all." That means over half of the rounds had no live coverage; instead, they were played at random times at night. Who watches golf at night? No one. It's a Sunday afternoon, chill on the couch with your family, kind of viewing experience. This statistic tells me that the potential for a strong fan base isn't necessarily impossible, they just haven't been tapped into yet.
Has LPGA ever even been given a shot to establish and prove its popularity? I don't think so.
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