Callaway and KPMG increase financial support at PGA Women's Championship

The GIST: Two longstanding LPGA partners are hitting holes-in-one. Callaway and KPMG are increasing their presence and financial obligations at this weekend’s PGA Women’s Championship, showcasing their intent to improve the women’s golf experience for fans and players alike.

Callaway: The final hour of Sunday’s championship will air ad-free on NBC and Peacock thanks to Callaway, who will serve as the presenting sponsor of that block. It boosts NBC’s commitment to the event — the broadcaster will show a record 26 hours of coverage, almost doubling the airtime it offered last year.

• Callaway’s ad-free deal represents a first for women’s golf, but an emerging trend in the sport. The equipment company did the same for the PGA’s Sentry Tournament of Champions in January, as did Rolex for last weekend’s U.S. Open.

KPMG: Yesterday, the tournament’s title sponsor increased the prize purse by another $1M, meaning golfers will compete for $10M at this weekend’s major. This is the sixth year in a row KPMG has added more money to the kitty, which has increased 185% (!!!) since 2017’s pot of $3.5M. Show them the money.

Zooming out: Both Callaway and KPMG are taking their sponsorships to the next level and investing in key elements of the LPGA’s business. Callaway’s ad spend on the broadcast improves the viewing experience for women’s golf’s growing audience, while KPMG’s funds benefit the golfers themselves.

• Callaway’s support also reflects consumer behavior. Viewers are becoming used to commercial-free streamers, and an NBC broadcast with limited disruptions should keep the LPGA’s burgeoning audience hooked. That’s major.