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KPMG's LPGA Sponsorship Advances Women in Sports and Business

May 18, 2024

KPMG's influential presence within the golf sponsorship landscape, particularly in its leading role on the LPGA Tour, is a testament to its strategic commitment to advancing diversity, equity, and inclusion in the workplace and beyond. Since 2015, KPMG has not only title sponsored a major LPGA tournament but has also championed the advancement of women in sports and business. Their approach revolves around three pivotal actions: helping significantly increase the prize money for the KPMG Women's PGA Championship—showcasing a 344% surge, enhancing TV coverage to amplify women's golf, and supporting the visibility of professional women golfers by having them signed to deals as brand ambassadors. 

The 2015 KPMG Women’s PGA Championship marked a significant turning point, being only the second LPGA Tournament to be broadcast on network TV, setting a precedent for the future. By 2023, ten LPGA tournaments were being broadcasted on network TV, illustrating the broadening appeal and increasing visibility of women's golf, partly due to KPMG's efforts. 

KPMG Teebox Signage - KPMG Women’s PGA Championship

KPMG’s ambassadorship extends beyond individual athletes; the company has established 14 sponsorship deals—over 100% increase in the last 5 years—with golf rights holders across the globe. By sponsoring four distinguished women professional golfers—Stacy Lewis, Mariah Stackhouse, Leona Maguire, and Yuka Saso—KPMG further embeds itself within the fabric of women's golf, supporting these athletes in their roles as brand ambassadors with the company.

Mariah Stackhouse Hat Signage

Beyond the greens, KPMG has innovated the intersection of sports and leadership development through the KPMG Women’s Leadership Summit, a groundbreaking initiative held during the KPMG Women’s PGA Championship. Since its inception in 2015, this annual event has become a beacon for aspiring women leaders by providing them access to influential figures in business, politics, and sports. The Summit's success is highlighted by its tangible impacts: 50% of its attendees have been promoted since 2015, with 37% advancing to the C-suite. This unique blend of professional growth and sports sponsorship exemplifies KPMG's holistic approach to empowerment and inclusivity, setting a benchmark for corporate sponsorship in sports.

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