LPGA's English-Only Rule Backfires, Could Lead to Lost Sponsors

Posted Sep 03, 2008 11:56AM By Ryan Wilson (RSS feed)

Filed Under: Golf, LPGA

Apparently, taking shots at the LPGA Tour for their imbecilic English-only requirement never gets old. It's been more than a week since the announcement and the incredulous responses continue to roll in.

Allegedly, the rule is suppose to improve ratings through the magic of placating rich amateurs who have grown tired of not being able to communicate with the non-English-speaking professionals in their group during pro-am events. The genius lies in the unnecessary layers of complexity.

Commence ironical comedy: the tour had been bleeding sponsors in recent seasons and this new rule was somehow supposed to mitigate that. Turns out, it does just the opposite:

Saying it was "flabbergasted" by the Ladies Professional Golf Association's new policy requiring "effective communication in English on the part of all of our Tour members," State Farm is urging the group to reconsider -- or the insurer may reconsider its sponsorship.

"It's something we are dumbfounded by," said Kip Biggs, media-relations specialist at the insurer, which is a general sponsor of the league as well as of the State Farm Classic Tournament in Springfield, Ill. "We don't understand this and don't know why they have done it, and we have strongly encouraged them to take another look at this."

Biggs added, "This makes absolutely no sense AND I SPEAK ENGLISH*". It gets better: State Farm isn't the only sponsor stupefied by the decision.

David Peikin, senior director-corporate communications at Choice Hotels International, said, "We have a great deal of interest in the intentions of the LPGA on this subject. Based on our understanding, this policy is currently under review by the LPGA, and a final decision and any related details will be determined over the next four months. Until that time, we will be closely monitoring LPGA news and announcements."

Advertising Age's Michael Bush suggests that the LPGA may need better communication skills, which is a point I think we can all support. Alternatively, the LPGA could just get rid of commissioner Carolyn Bivens, who has an uncanny knack for making decisions that are unquestionably in the worst interest of the tour. That his her gift.

* Biggs really didn't say this, but I'm quite certain she was thinking it.

Reader Comments (Page 1 of 1)

9-03-2008 @ 12:49PM

paul said...

After hearing some of the American boxers talk at the Beijing Olympics I suggest that their federation implements the same policy!!

9-03-2008 @ 2:33PM

Gil Velasquez said...

As someone in marketing and public relations, I am completely shocked that Givens has been poor public relations advice, or that she is ignoring PR specialists. The attempted explanation on the LPGA site is worse than this ignorant policy.

9-04-2008 @ 4:03PM

Brian Barker said...

I think that the LPGA's decision smacks of xenophobia.

At least the Beijing Olympics appointed an Esperanto translator, and CRI broadcast daily, about the Games, in this language.

If you doubt this you can check http://esperanto.cri.cn

9-03-2008 @ 7:39PM

AJ said...

What a stupid idea.
Do our LPGA players who play in some of the foreign events have to also speak the language
where they are playing?

sildoki said...

if you're mute, do you automatically not qualify? my question is of course a bit cynical, but i think the question we, as fans, have to ask is what was the intent of the rule. were they really interested in making LPGA better as a whole, or they trying to handicap a certain group of dominating players?

we’re taught to speak with action and less with words, that actions speak louder than words…and here we have the LPGA that says “a shot from the bunker, 215 yards away over water, and landing it three feet away from the hole on the green” is better described by talking about it than actually seeing it happen.

well here are some words for you, LPGA: please just STFU!

Roy Lesher said...

The English-only policy totally ignores our national heritage of cultural and language diversity. What really makes it stink is the blatent discrimination that eminates from private golf clubs, golfers with an elitist image stickling out of their rear end like an extra 3-iron, and the unmitigated arrogance to try and convince the general population that this is a reasonable rule. Sorry LPGA. You are losing credibility rapidly.

9-04-2008 @ 10:15AM

Todd said...

These sponsors waited to see which way the wind was blowing and then went that way. I wouldn't be surprised if the liberal, pc media made a big enough deal about this to make the LPGA change their mind. That doesn't mean it was wrong from the beginning. It just means a few years from now the LPGA will struggle financially b/c of this shortsightedness.

9-04-2008 @ 2:33PM

One more thing Ryan, can you at least get the commissioner's name right? Her name is Bivens, not Givens. And since I can't find your email anywhere, I assume you aren't open to us sending you to articles with a different viewpoint.

9-04-2008 @ 2:36PM

ryan said...

Todd,

Thanks. Fixed.

I'm all for you sending along articles with a different viewpoint. Post the link here and I'll take a look.

9-04-2008 @ 6:53PM

Ryan, here is the article, or blog, that I thought was interesting and from an LPGA members point of view. You may have already seen it, but I think there are some good points in it. The fourth comment down is pretty accurate as well, I think.

http://blogs.golf.com/top100/2008/09/english-require.html

Oh, and I found the link to send emails to the editors, so no problem with that.

9-05-2008 @ 10:23AM

Fay Tinsley said...

The foreign ladies are dedicated and hungry.
LPGA--------If you can't stand the heat, get out of the kitchen.

9-05-2008 @ 7:00PM

dave rohlfing said...

why do sponsors pay less for an lpga event than they do for a pga event or champions event ?? that in itself is gender bias !! why are the purses smaller on the women's tour ?? historically women's professional sports get the short end of the stick and we as a country and a government allow it to go on !! basketball (womens) would be long gone if it wasn't being supported by the nba !! female pro soccer ...gone!! so an attempt to grow and enhance the marketability of womens golf to new levels that all elligible golfers get the benefit of isn't that bad an idea !! corporate america certainly hasn't offered a business plan for the lpga to grow...or have they ???

9-05-2008 @ 7:07PM

it's interesting that so many asian golfers are flocking to the lpga(u.s.)...what does it tell us about their earning ability in their own country as golf professionals ?? we are the greener pasture !!!

9-08-2008 @ 12:16AM

j. sloan said...

What is wrong with them learning english? Hell if i was spending my companys hard earned money on the LPGA events, i would damn sure want to be able to understand the people i was playing with. I love the LPGA and think they need larger pots for the ladies to go for. Oh and another thing, the American ladies need to work harder,so they can beat those yoyo's that cant speak english LOL (our ladies can do it for sure) Oh and another thing if State Farm Inc, stops supporting the LPGA, my company will stop doing business with them and we have lots of insurence with them , thats a promise i can asure you!!!!!!!!!!