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Ep.38 – Sports Marketing After COVID, LPGA, and the New Normal, Lindsay Allen

We are excited to have Lindsay Allen back on the show. She fills us in on COVID’s effects on Sports Marketing, plus gives us a behind-the-scenes look at the LPGA Kia Classic Tournament happening in Carlsbad, California.

Lindsay helps manage many LPGA tournaments each year, including the Founders Cup – Phoenix; CME Group Tour Championship – Naples, FL; UL International Crown, and the Solheim Cup, which is in the USA this year.

Her duties Include developing advertising & marketing campaigns, creating unique sales opportunities, managing sponsor fulfillment programs, and a plethora of event activities before and during tournament week.

An alumnus of the University of Oregon, with a Business and Sports Marketing degree, she has over 10 years of tournament management experience and will share her thoughts on leadership and marketing in today’s new normal.

Lindsay Allen, LPGA Tournament Director

Here’s a preview of the lessons you will learn from this podcast:

How COVID Affected LPGA Sports Manrketing in 2020 

[00:01:32] How the pandemic affected the LPGA in 2020 and the creative ways they supported their players and sponsors.

Sports Marketing in 2021

[00:03:55] What Marketing in the new normal looks like for 2021. The challenges of juggling variances in international events and professional sports venues throughout the USA.

New Normal for Local Sporting Events

[00:04:15] How The Kia Classic Tournament and local event marketing plans address the changing landscape by adapting advertising budgets and communication strategies.

LPGA Brand Strategy

[00:06:51]  How the LPGA branding campaign, Drive On, spotlights female empowerment and diversity. The strategy behind the inspirational storytelling message and how it brings fans closer to the players and builds loyalty.

Celebrating Female Leadership

[00:09:33]  Lindsay helps us celebrate Womens’ History Month by sharing some stories of outstanding female leaders in the LPGA family; how they are setting an example, getting things done, and making a difference.

Developing Leadership Skills

[00:11:04]  The critical role sports play in developing resilience, management, and leadership skills for women.

How LPGA Represents Women’s Golf

[00:12:18] Representation matters, how the LPGA connects with diverse communities, celebrating women’s sports, and fueling the expansion of the fastest-growing segment in golf today!

Leadership Superpowers

[00:14:05] The Commissioner of the LPGA, Mike Whan, his leadership superpower and why employees, sponsors, and players “would do anything for him.”

Inspiration for 2021

[00:15:52]  Lindsay answers some Rapid Fire Questions, which give us some advice and a glimpse into her personal routine. She shares how Justin Rose, the PGA Tour, San Diego, and Britney Spires have inspired her this year.

Thank you for listening to the Showrunner Marketing Podcast, episode 38: Sports Marketing After COVID – LPGA and the New Normal, Lindsay Allen.

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