NEW YORK, February 29, 2024 – Ford Motor Company and the LPGA Tour have announced a multi-year partnership, making Ford the exclusive official vehicle partner of the tour and significantly bolstering the LPGA’s commercial platform. This collaboration will see Ford vehicles providing transportation for players, officials, and staff at LPGA Tour events worldwide.
A Drive Toward Growth for Women’s Golf
The partnership aims to elevate the tournament experience and support the LPGA’s sustainability goals.
- Ford will be the official tournament transportation provider across the global LPGA calendar.
- The agreement provides Ford with access to an affluent and engaged fan base.
- The partnership aligns with the LPGA Tour’s sustainability objectives.
- Ford will leverage experiential marketing and content storytelling to highlight LPGA athletes.
The agreement grants Ford exclusive automotive category rights and integrated brand visibility throughout the season, encompassing tournaments, on-site activations, hospitality, and digital engagement. A dedicated fleet of Ford vehicles will ensure reliable and efficient transportation at each event, enhancing the overall experience for all stakeholders.
What does this partnership mean for the LPGA Tour? It signifies a growing trend of global brands investing in women’s professional golf through long-term, values-led sponsorships that extend beyond traditional advertising.
Ford plans to activate the partnership through experiential marketing, premium hospitality programs, and compelling content that showcases the athletes and stories within women’s professional golf. The collaboration also supports the LPGA Tour’s commitment to sustainability, with Ford’s electrification and mobility initiatives expected to play a role in event operations.
“This is about more than golf. It’s about progress. It’s about potential. It’s about using Ford’s platform and resources to make a real difference in women’s sports while staying true to who we are as a brand. I couldn’t be more proud of this partnership, and I can’t wait to see where it takes the incredible athletes we’re supporting in the years ahead and us,” said Lisa Materazzo, Chief Marketing Officer at Ford Motor Company.
From a business perspective, the partnership offers Ford access to a global audience of affluent and engaged fans, reinforcing its brand association with performance, innovation, and purpose-driven sports. The LPGA Tour benefits from a strengthened portfolio of commercial partners and continued momentum in the growth of women’s professional golf.
The LPGA Tour’s increasing appeal to major brands reflects a broader shift towards valuing long-term, impactful sponsorships that align with core values.
The partnership is designed to enhance operational delivery and elevate the overall tournament experience for players, officials, staff, and guests. Ford’s commitment to reliability, efficiency, and consistency will be central to supporting the smooth operation of LPGA Tour events worldwide.
