The LPGA Tour has undoubtedly grown over the past few years. Even so, there is one issue with which it still lags as opposed to its counterparts on the men’s circuit: the dollar bills. But, never fear! As a step toward bridging that gap between themselves and the PGA Tour, it appears the golfing body, which boasts players such as Nelly Korda, Lydia Ko, and the like, has decided to partner itself with a major company: Rhone.

The alliance between the apparel brand and the circuit has come as nothing short of a surprise to the golf world. Interestingly, the partnership would also ensure that the label, which has till now dabbled in men’s activewear, becomes a partner to both the LPGA Tour and the Epson Tour, all the while pushing women’s golf forward!

The LPGA Tour enters a new era with Rhone

In a monumental move for women’s sports, the 10-year-old company has planned to launch its line of womenswear in the coming month of May. What’s more, in anticipation of the same, they decided to sign a deal with the Tours to become the “exclusive” provider of “official on-course apparel” for the golfers and “official staff uniforms.”

How will it help women’s golf? Well, an investment by such a major company would indubitably mean a lot to the two circuits that fall far behind the PGA Tour. Moreover, Rhone being reportedly valued at a whopping $500 million if it undergoes an IPO, without a doubt, adds to the argument. That’s not all; ex-football star Tim Tebow, along with NBA owners David Blitzer (a Blackstone Inc. executive) and Gabe Plotkin (an ex-hedge fund manager), among others, have apparently bet on the brand, acquiring a roughly 29% stake in it. This itself is proof of the company’s future growth, which, in turn, would help push their partners in women’s golf forward.

Coming back to the partnership, the benefits of the same do not end with official apparel. The label would set up “fan expo displays” at four events on the circuit and involve itself with the LPGA USGA Girls Golf program in a bid to empower young female golfers while supporting the tour’s athlete development program. The company would also work to find female professionals to serve as ambassadors for the brand.

The deal is nothing shy of a step further for the women’s sport. However, it truly makes one wonder as to the reason behind such an investment in the game.

The motive behind the Rhone-LPGA Tour tie-up

“It is an honor to have Rhone aligned with the organization as we enter a new chapter of our brand with our women’s offering,” said Nate Checketts, the CEO of the company. Adding on, he even dubbed the LPGA Tour and its players an “inspiration,” alluding to the “commitment” and “passion” that they share. Inspiring!

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What about the LPGA Tour? The commissioner, Mollie Marcoux Samaan, herself pointed out how this would help enhance the performance of the golfers while “inspiring and advancing girls and women on and off the golf course.” Moreover, she emphasized how both organizations sharing the same values would undoubtedly help women’s golf.

Well, with such a major brand on board, it seems the LPGA Tour has better days ahead. All in all, happy news for female athletes!

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