HomeFan EngagementLPGA partners with Hana Kuma to elevate athlete branding and fan engagement

LPGA partners with Hana Kuma to elevate athlete branding and fan engagement

LPGA partners with Hana Kuma to elevate athlete branding and fan engagement

The Ladies Professional Golf Association has teamed up with Hana Kuma, the media company co-founded by tennis superstar Naomi Osaka.

This collaboration aims to revolutionise athlete branding and fan engagement in women’s golf, spotlighting the unique stories and personalities of LPGA players both on and off the golf course.

The partnership entails a comprehensive program wherein LPGA athletes will work closely with Hana Kuma to develop personalised brand campaigns, expressing their individual interests and backgrounds. The initiative seeks to equip players with the necessary resources and support to enhance their personal branding efforts, including content creation, public relations, social media management and brand strategy. Following an application process, eight (as yet unnamed) athletes have been selected to participate in the pilot program.


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Hana Kuma will also offer brand-building workshops to all LPGA athletes, providing valuable opportunities for skill development and personal growth beyond the confines of the golf course.

“We’re thrilled about this exciting partnership with Hana Kuma,” enthused LPGA Commissioner Mollie Marcoux Samaan.

“It represents our commitment to showcasing the incredible talent of our athletes and strengthening the LPGA’s overall brand in a dynamic and competitive landscape.

“It’s crucial that fans get to know our athletes better for both their personal stories and their athletic achievements. Fans follow people and build strong affinity with those whom they know and connect. Our athletes are inspiring, particularly for young girls, and we can’t wait to help give them the biggest platform possible.”

Four-time grand slam tennis champion Naomi Osaka, co-founder of Hana Kuma, added, “Throughout my career, I’ve received so much love and support from my fellow female athletes.

“With Hana Kuma, I want to pay it forward by helping empower and champion the LPGA players, providing the tools and resources necessary for them to invest in themselves and build a future beyond their sport. Together, we can continue to uplift and inspire the next generation of female athletes.”

More details about the program will be announced in the coming months, including the individual athletes selected to participate, the initiative’s success metrics, and its impact on athlete branding and fan engagement.

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