What The LPGA Needs Is A Few Good Sponsors

Larry Bohannon of the Desert Sun has a nice article on the challenges and opportunities facing the LPGA in the post-Bivens era. But in the end, it all comes down to a single word, expressed by LPGA star Paula Creamer:

“Sponsors,” Creamer said Monday of the biggest challenge facing the yet-unnamed new commissioner of the women’s golf tour. “Whoever he or she is needs to go back and make the relationships better.”

Since 2007, the LPGA has lost seven tournaments from its schedule, including some old stalwarts such as the Corning Classic.  Creamer, who was part of a cabal credited with ousting Carolyn Bivens said:

“We’ve had a lot of sponsors with us for 30, 25 years. They need to be appreciated. They have been with us a very long time. I feel like that is kind of what has been led down the wrong path.”

Creamer is all of 22 years old, and has not been to college. How is it that she can see so clearly what Carolyn Bivens could not?

There’s also a cautionary tale here for the PGA Tour. Your old friends—although perhaps worn and not-so-glamorous—need to be appreciated. When things start to get tough, those are the friends you want to have. To quote Tracy Lawrence, in one of my favorite songs:

Everybody wants to slap your back
wants to shake your hand
when you’re up on top of that mountain
But let one of those rocks give way then you slide back down look up
and see who’s around then

This ain’t where the road comes to an end
This ain’t where the bandwagon stops
This is just one of those times when
A lot of folks jump off

You find out who your friends are
Somebody’s gonna drop everything
Run out and crank up their car
Hit the gas, get there fast
Never stop to think ‘what’s in it for me?’ or ‘it’s way too far’
They just show on up with their big old heart
You find out who your friends are