The Ladies Professional Golf Association (LPGA) has entered a new era of global distribution, appointing IRIS Sport Media to market its international media rights under an exclusive, long-term agreement. The move marks a definitive shift in the tour’s commercial strategy, signaling an aggressive push to expand its viewership and digital footprint outside of the United States.
The partnership, which takes effect immediately, brings a close to a 30-year relationship between the LPGA and IMG. While the new deal focuses on the global landscape, it specifically excludes U.S. Media rights, leaving the tour’s domestic broadcast strategy separate from this international overhaul.
Based in the United Kingdom, IRIS Sport Media will now serve as the primary strategic advisor and agency for all live broadcasts, highlight packages, and ancillary rights. The objective is clear: move the LPGA beyond the traditional confines of golf-centric programming and integrate the tour into a broader, more diverse array of media platforms.
This transition comes at a moment of significant momentum for the women’s game. The LPGA recently celebrated its 75th anniversary in 2025, a milestone marked by a record-breaking total prize purse exceeding $131 million. The surge in financial investment and athlete visibility has created a fertile environment for a more modern, digitally-led approach to media rights.
A Strategic Pivot in Global Distribution
The appointment of IRIS is not merely a change in representation but a shift in philosophy. The agency is tasked with navigating a fragmented media landscape where linear television is increasingly supplemented—and in some cases replaced—by digital streaming and niche sports channels. By leveraging “emerging distribution models,” IRIS aims to capture younger audiences and fans in markets where women’s golf has historically seen limited airtime.
Liz Moore, the LPGA’s Chief Media, Strategy and Legal Officer, emphasized that the move is rooted in a desire for deeper engagement. “This partnership is about building stronger relationships with both existing and new media partners around the world,” Moore said. “As we continue to invest in content and storytelling, we notice a real opportunity to grow our global fan base and deepen engagement across key markets.”
Moore further noted that the expertise provided by IRIS in the international media landscape would be critical in connecting more fans to the athletes and the tour, suggesting that the LPGA is looking for more than just broadcast slots—it is looking for narrative-driven growth.
The Pedigree of IRIS Sport Media
Though IRIS Sport Media is a relatively young entity, founded in 2023, its leadership carries deep institutional knowledge of the sports rights market. The agency was established by Ioris Francini, the former Co-President of WME IMG, creating a poetic irony in the fact that IRIS is the firm replacing IMG in this specific LPGA deal.
IRIS has quickly built a portfolio of high-profile global properties, managing rights for some of the most recognizable brands in sports, including:
- The International Olympic Committee
- The Giro d’Italia
- LIV Golf
This experience in managing multi-market, high-stakes rights makes them a natural fit for a tour that operates across several continents. Floris Weisz, Managing Partner at IRIS Sport Media, believes the LPGA is uniquely positioned for this leap. “With 75 years of heritage and an exceptional pool of talent, the LPGA is uniquely positioned to expand its global impact,” Weisz said.
Weisz added that the agency intends to “push beyond traditional golf channels,” seeking to unlock new audiences and drive innovative commercial opportunities across the entire LPGA ecosystem.
Analyzing the Impact: What So for the Tour
The decision to move away from a three-decade partnership with IMG suggests that the LPGA believes the “old guard” approach to sports marketing may no longer be sufficient for the current digital era. The focus on “ancillary broadcast rights” and “digital streamers” indicates a move toward shorter-form content, social media integration, and direct-to-consumer accessibility.
For the athletes, this means a potential increase in global visibility. As the tour seeks to deepen engagement in key international markets, players may see increased sponsorship opportunities and a larger global following, mirroring the growth seen in other women’s professional sports over the last five years.
| Feature | Previous Arrangement (IMG) | New Arrangement (IRIS) |
|---|---|---|
| Duration of Partnership | 30 Years | Long-term (Exclusive) |
| Geographic Scope | International | International (Excludes US) |
| Primary Focus | Traditional Broadcast | Linear, Digital & Emerging Models |
| Start Date | Historical | Immediate |
The Road Ahead
The immediate priority for IRIS will be the auditing and redistribution of current international contracts to ensure there are no gaps in coverage as the tour continues its global expansion. The agency will likely begin targeting new markets in Asia and Europe, where the appetite for women’s golf has shown significant upward trends.
As the LPGA continues to scale its prize purses and professionalize its global image, the success of this deal will be measured by the growth of the tour’s non-US viewership and the ability to convert casual digital viewers into dedicated fans.
The next phase of this rollout will involve the announcement of new broadcast partners and streaming agreements as IRIS begins to execute its strategic advisory plan for the upcoming season.
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