Between January 2001 and November 2009, players of Asian descent won nearly 30% of the 287 LPGA-sanctioned tournaments held during the period. By contrast, only 15 years ago (in 1995), an Asian player won only one of the 37 LPGA tournaments held that year (Ladies Professional Golf Association [LPGA], 2009). Clearly, a new generation of golfers has significantly increased the ethnic diversity of the LPGA and its tournament winners. This study investigated whether and how ethnic diversity in the LPGA has influenced the objectives and strategies of LPGA sponsorship decisions for the Anheuser-...Read more
