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The Impact Of Ethnic Diversity On The Ladies Professional Golf Association: A Case Study Of Anheuser-Busch And Its Sponsorship Objectives And Strategies, Joon-Seo Andrew Choi
The Impact Of Ethnic Diversity On The Ladies Professional Golf Association: A Case Study Of Anheuser-Busch And Its Sponsorship Objectives And Strategies, Joon-Seo Andrew Choi
Kinesiology (Formerly Exercise and Sport Science)
Between January 2001 and November 2009, players of Asian decent won nearly 30% of the 287 LPGA-sanctioned tournaments held during the period. By contrast, only 15 years ago (in 1995), an Asian player won only one of the 37 LPGA tournaments held that year(Ladies Professional Golf Association [LPGA], 2009). Clearly a new generation of golferse has significantly increased the ethnic diversity of the LPGA and it tournament winners. THis study investigated whether and how ethnic diversity in the LPGA has influenced the objectives and strategies of LPGA sponsorship decisions for the Anheuser-Busch Company (A-B). This research included 11 semi-structured interviews …