While traditionalists might not appreciate the idea of a fifth major on the LPGA circuit, many players and fans are excited to learn that the Evian Masters has become just that beginning in 2013. According to the official announcement on the LPGA's website, commissioner Mike Whan and Danone Chairman and CEO Franck Riboud today "announced that Evian and the LPGA have signed a long-term commitment to add a fifth major to the LPGA Tour schedule beginning in September 2013".
New Name and a New Golf Course
As part of the new commitment, the tournament name will be changed to simply "The Evian" and will be recognized officially as another major championship. In addition, the inaugural Evian major will take place on a completely re-designed course with a strong international field and enhanced international television exposure. Both investing sides of the deal are excited for this new opportunity, according to LPGA commissioner Mike Whan.
"Evian has stepped up to make a huge statement for women's golf worldwide with The Evian," Commissioner Whan said in his opening remarks at a recent press conference announcing the deal. "From the very beginning, Franck Riboud made it clear to the LPGA, and more recently to me, that his vision was to celebrate the absolute best female golfers in the world, in one of the absolute best locations in the world, and today he has confirmed that promise with The Evian."
Deal Welcomed By Most, Questioned By Others
The idea of a fifth major on the LPGA TOUR has caused some dissention among players who prefer the "more traditional" four-major model. Furthermore, pundits believe that Whan may have been pressured to grant Evian major-status out of fear that one of his largest sponsors would leave the LPGA. According to the July 22nd issue of GOLFWEEK, Whan conceded that "the thought crossed my mind" when asked if the fear of Evian withdrawing was valid.
The GOLFWEEK article also suggests that Whan had been approaching players with the idea of instituting a fifth major for over four months, to which he had received contrasting opinions. Whan himself originally questioned the idea of adding a fifth major, as he discusses in the July 25th issue of GOLF WORLD. "If you had asked me before I was commissioner if I thought five majors was a good idea, I would have said no" Whan said. "The thing that changed is that I feel my mission now is to elevate the exposure of the best players in the world on the female side of the game."
Sources:
"LPGA Adds Evian as a Major Championship Beginning in 2013", LPGA.com; accessed July 2011.
GOLFWEEK, 7/22 Issue, SportsBusinessDaily; accessed July 2011.
GOLF WORLD, 7/25 Issue, SportsBusinessDaily; accessed July 2011.
Adam Fonseca - Adam Fonseca is a certified Lean Six Sigma Change Agent and an accomplished golf writer. He currently works in health care ...
