The LPGA announces three major sponsors this week

The GIST: The LPGA season teed off this month, and the golfers aren’t the only ones winning. Three major announcements from big-name sponsors this week reflect growing LPGA interest as men’s and women’s sports leagues continue to team up. Women’s golf is finally getting attention on par with what it deserves.

⛳ Capital One’s The Match is including women golfers for the first time. It took nine editions, but the popular golf competition is finally turning to the LPGA roster. The Match will feature Lexi Thompson and Rose Zhang alongside PGA golfers Rory McIlroy and Max Homa.

• Plus, golf-obsessed DJ Khaled will serve as a “cart commentator” for the event. Don’t let nothin’ stop you.

🧳 On Tuesday, TUMI bagged a multiyear deal as official luggage of the PGA Tour and LPGA. This adds to the travel brand’s extensive list of global sports partnerships, which includes Tottenham Hotspur, McLaren Racing, and the PTPA. TUMI’s foray into golf sponsorship also coincides with the launch of its first full-range golf collection.

👕 Rhone was named the on-course apparel partner for the LPGA Tour and Epson Tour this week. The traditionally male athleisure company isn’t new to golf, but they are new to tailoring products for women. The brand is set to launch its first women’s apparel line this spring, which dovetails with its role as the official staff uniform provider for both tours.

• Rhone will also host fan expo events at four LPGA Tour events this year, as well as kickstarting programs for athlete development and brand ambassadors. Dressed to the nines.