As the Red Sox fight for their playoff lives, new ventures abound for John Henry on the golf course.
Fenway Sports Management, under the Fenway Sports Group portfolio, will be teaming up with the LPGA to increase exposure of women’s golf around the world and to “expand investment opportunities in the sport,” the global marketing firm announced Tuesday.
The new partnership comes less than two months after Henry and Red Sox Chairman Tom Werner said they added a team in the TGL, a high-tech golf league developed by Tiger Woods, to bolster the Fenway Sports Group portfolio.
The team, along with five others, will play at a venue in Palm Beach, Fla.
As for its foray into the world of professional women’s golf, Fenway Sports Management will “assist in developing and selling LPGA partnership assets worldwide,” according to a release.
Officials made clear that the rest of the FSM’s sports properties, which has grown significantly, will lead to increased revenue and global exposure for the LPGA.
“This novel approach and partnership will provide the LPGA with access to new and unprecedented resources and networks, enabling us to accelerate our trajectory of growth, further strengthening our position as the leader in women’s sports and enhancing our platform to inspire, elevate and advance women and girls, on and off the golf course,” LPGA Commissioner Mollie Marcoux Samaan said in the release.
More than 60 countries are represented in the LPGA, created in 1950 and is the longest-standing professional women’s sports organization.
The release highlighted how the partnership matches Fenway Sports Group’s “interest and investment in women’s professional sports and creating greater representation and equity for female athletes.”
Partnering with the LPGA will mark the group’s first venture in women’s sports. Other organizations in its portfolio include Liverpool Football Club, the NHL’s Pittsburgh Penguins, NASCAR’s RFK Racing, and the new TGL Boston.
“Commissioner Marcoux Samaan has spoken about the need for infrastructure at the LPGA to help capitalize on the tremendous growth the sport is experiencing,” Henry said in the release. “Through this partnership, FSM will deliver a well-established, turnkey team with experience driving commercial revenue for blue chip companies.”