LPGA Partners With IRIS for Global Media Rights Marketing
- The Ladies Professional Golf Association (LPGA) has entered into a long-term agreement with IRIS Sport Media to manage the marketing of its international media rights.
- This appointment marks a significant shift in the LPGA's commercial strategy, as IRIS Sport Media displaces IMG.
- The move to IRIS Sport Media comes as the LPGA seeks to evolve its global reach and maximize the value of its broadcasting assets.
The Ladies Professional Golf Association (LPGA) has entered into a long-term agreement with IRIS Sport Media to manage the marketing of its international media rights. The UK-headquartered sports advisory and commercial agency will now exclusively handle the sale of international broadcast rights for LPGA events.
This appointment marks a significant shift in the LPGA’s commercial strategy, as IRIS Sport Media displaces IMG. According to reports from SportBusiness, IMG had previously distributed the association’s rights for three decades.
Strategic Shift in Media Rights Management
The move to IRIS Sport Media comes as the LPGA seeks to evolve its global reach and maximize the value of its broadcasting assets. By partnering with a specialized sports advisory and commercial agency, the association aims to optimize how its events are distributed and monetized across international markets.
The long-term nature of the deal suggests a sustained effort to modernize the LPGA’s media presence. The agency’s role involves identifying and expanding rights opportunities globally to ensure the tour’s visibility grows alongside its athletic competition.
Organizational Growth and Executive Recruitment
Parallel to the appointment of IRIS Sport Media, the LPGA is actively expanding its internal leadership to support this growth. On January 29, 2026, the association announced openings for two key executive positions designed to drive its global impact.
The LPGA is seeking a Vice President of Media Rights. This individual will be responsible for leading the development and execution of the global media rights strategy, with a focus on maximizing the value of existing digital and linear media assets while pursuing new domestic and international opportunities.
the association is recruiting a Vice President of Corporate Partnerships. This role is tasked with overseeing the Corporate Partnerships team and managing the global sponsorship portfolio. The position focuses on stakeholder relationships and partner growth through strategic activation and collaboration with third-party agencies and internal teams.
Broader Commercial Context
These developments occur as the LPGA continues to maintain high-profile corporate relationships. Among its leading global professional services partners is Accenture, which supports the association’s efforts to build and scale its organizational capabilities.
The transition from a 30-year partnership with IMG to a new deal with IRIS Sport Media indicates a broader pivot toward a new era of commercial management. By combining external agency expertise with new internal executive leadership, the LPGA is positioning itself to better navigate the evolving landscape of sports media and digital distribution.