LPGA partners with Naomi Osaka's production company to help build brands of women pro golfers

The women's professional golf tour is looking to make its players household names, and it's enlisting the help of Naomi Osaka's production company to do it.

LPGA commissioner Mollie Marcoux Samaan hailed the innovative collaboration with Hana Kuma, announced earlier this week, as "represent[ing] our commitment to showcasing the incredible talent of our athletes and strengthening the LPGA’s overall brand in a dynamic and competitive landscape." Eight LPGA players will be selected to participate in an inaugural pilot program, which will provide them with "tailored assistance to elevate their personal brands" according to a news release by the LPGA.

All athletes on the tour will also be afforded the opportunity to participate in a brand-building workshop, which according to a report by the \*Washington Post \*about the venture, will be held in May. Both initiatives come with the goal of building the household name recognition for LPGA players. The tour's revenue has increased 65% over the last four years, per the Washington Post, but only two golfers landed on Forbes' list of highest-paid female athletes last year.

"It's crucial that fans get to know our athletes better for both their personal stories and their athletic achievements," she added. "Fans follow people and build strong affinity with those whom they know and connect. Our athletes are inspiring, particularly for young girls, and we can’t wait to help give them the biggest platform possible.”

Osaka and her longtime agent Stuart Duguid founded Hana Kuma in 2022 with the goal of uplifting diverse creators and telling unique stories. Its first project, the short film Mink, which documents the first Japanese American woman elected to Congress, was nominated for a News and Documentary Emmy Award last year, and earlier this year, the news broke that the company is producing an adult anime series where Osaka will voice the lead character.

“Throughout my career, I've received so much love and support from my fellow female athletes,” Osaka said in a statement. “With Hana Kuma, I want to pay it forward by helping empower and champion the LPGA players, providing the tools and resources necessary for them to invest in themselves and build a future beyond their sport. Together, we can continue to uplift and inspire the next generation of female athletes.”

Duguid added that the partnership has the potential to "elevate women's sports to new heights."

“We’re excited to embark on this journey with the LPGA,” he said. “Naomi and I are deeply passionate about advancing women’s sports and athletes. Witnessing the success of building Naomi’s brand and her impactful influence on culture as a Japanese Haitian American woman has been truly rewarding. Our commitment extends to amplifying the diverse narratives of LPGA athletes, reshaping their interactions with fans and sponsors, and pushing the boundaries to elevate women’s sports to new heights.”