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Randall Mell

11Whan is new LPGA commissioner

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profileIconRANDALL MELL, Senior Writer, GolfChannel.com   Posted 10/27/2009, 9:41 PM EST

Michael Whan is the LPGA’s new commissioner, GolfChannel.com has learned.

Whan, 44, a former executive vice president of TaylorMade Adidas Golf North America, was approved as the tour’s next leader in a vote of the LPGA’s Board of Directors Tuesday night, according to sources familiar with the hiring. He will be introduced in a news conference at 9 a.m. Wednesday morning at Madison Square Garden in New York City. Whan comes to the tour from Mission-ITECH Hockey, a company makes and markets hockey gear for players on ice skates or roller blades.

Whan will officially assume his duties on Jan. 4, 2010.

Whan’s hiring comes as a surprise. His name never surfaced publicly in the interview process. He will take over for Marty Evans, who was named acting commissioner after Carolyn Bivens was forced out in a player revolt in July.

Considered perhaps the most important hire in the history of the LPGA, Whan inherits an organization faced with considerable challenges. The LPGA has announced just 18 tournaments as under contract for next year and projects having between 22 and 25 on the schedule next year. The tour hasn’t put out a schedule with fewer than 25 tournaments since 1971. There are 27 tournaments on this year’s schedule, down from 34 last year. Cumulative prize money for next year could dip to below $40 million, down from $64 million last year.

Whan served as executive vice president of TaylorMade from 1996 to 2000, leaving the position to become president of worldwide marketing for Britesmile, Inc. He was described as a “seasoned marketing executive” in Britesmile’s news release announcing his hiring. Before joining TaylorMade, Whan held various positions at Procter & Gamble between 1987 and '95, including director of marketing.

With the LPGA trying to rebuild relationships with title sponsors lost over the last two seasons, Whan will have little time to acclimate to the job. After forcing out Bivens, tour players issued a mandate to acting commissioner Evans that they wanted her to focus on seeking more playing opportunities. That mandate will carry over to Whan. His challenge will be luring back long-time title sponsors as well as attracting new ones.

The LPGA has challenges beyond the poor economic climate. With Lorena Ochoa’s play dropping off, the LPGA lacks a dominant star. With South Korea continuing to rise as the tour’s dominant force, there is a troubling disconnection with too many English speaking fans. With Americans struggling to win on the American-based tour, there’s a disconnection at home, where there are fewer and fewer domestic events on the schedule. These are among the reasons this hire was considered so critical.

The fact that the general public won't be familiar with Whan's name, or his credentials, may raise questions about who was and wasn't interested in the position. Whan, however, brings strong marketing credentials and a golf background Bivens didn't have.

Golf Central will have complete coverage of the news Wednesday at 6 p.m. and the news conference announcing Whan as commissioner will follow at 6:30 p.m.

 

27
Oct

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  1. will09

    will09 Said on 10/28/2009, at 12:59 PM EST

    “He hasnt been in the golf industry in 9 years. A lot has changed since then. I dont want to hear that he has a golf background if it hasnt been in 9 years. Also, great move by the LPGA announcing this in NYC on the first day of the World Series, it got lots of attention. And why wasnt this announced live on the Golf Channel, nice move LPGA PR Dept.”

  2. surething

    surething Said on 10/28/2009, at 11:14 AM EST

    “so they hired a person with a "strong marketing background". That was Bivens "strong" suit or so we were told. If he was so into the golf business why didn't he remain in the industry? I hope that they tried to get the other candidates that were already familiar with Tour business and were turned down. This is what happens when organizations depend upon the search firms to do their thinking for them. Another nail in the coffin I am afraid.”

  3. bronxbombergolf

    bronxbombergolf Said on 10/28/2009, at 10:10 AM EST

    “The LPGA needed to make Donna Orender an offer she couldnt refuse. I work in the golf business and been around sports too but I guess I should have put my application in there. Sell girl scout cookies at the events. Give free tickets to the local area. Get more hair products and makeup artists to the events to show their products. How about a golf fashion show at every event. Use the women on tour for a show to sell clothes and other products. Im sorry but you cant do the same as the pga tour. The product is far superior at the level they play. This will all be shown when the Us Womens Open is played the week after the Mens Us Open at Pinehurst. People wll say "they arent playing the course like the men did" "its a lot shorter" "the greens were great for the men they died on us" and the worst nightmire will be if there is a monday playoff. The men get the golf course for a US Open starting Saturday before the tournament week. There is a chance the women cannot get it till tuesday before. Good Luck. At least he can wear a hockey mask for protection and hand off some Jason Masks to the women that need them.”

  4. bmg

    bmg Said on 10/28/2009, at 9:06 AM EST

    “Congratulation Mr. Whan,,,,, you now have the worst job in sports. If you make the difficult decision that need to be made to once again gain the support of American corporations that sponsor the events you will be hung from the highest tree. If you don't make the hard decision the LPGA will be memory. May the good lord be with you........”

  5. Nutinpa

    Nutinpa Said on 10/28/2009, at 8:12 AM EST

    “Why was it a mistake to hire a male? Because the females have been so successful? Silly comment. Male or female....doesn't matter. This tour needs a surgeon to to save it, or in five years, it will be a branch of the Asian Tour and largely ceremonial in nature -- and that would be a shame.”

  6. macer

    macer Said on 10/28/2009, at 3:58 AM EST

    “Interesting selection who deserves a chance before judgements are made. macer”

  7. harleyrod2007

    harleyrod2007 Said on 10/28/2009, at 3:25 AM EST

    “If the LPGA does an about face from the fast lane to the bottom this guy will be a HOT ITEM. My guess, unless he's willing to press for the hard decisions necessary for survival, the trip down the slippery slope will continue. Does he ski or snowboard, either way it gonna be hard pack not powder. ”

  8. egrove

    egrove Said on 10/28/2009, at 1:32 AM EST

    “I guess he drew the short straw. Love Mells way with words describing the challenges he faces. "a troubling disconnection with many English speaking fans"”

  9. Marie Black

    Marie Black Said on 10/27/2009, at 11:41 PM EST

    “unbelievable......but then again, who wants the job!”

  10. harleyrod2007

    harleyrod2007 Said on 10/27/2009, at 11:27 PM EST

    “WHO? WHY? WHAT? Guy comes from a company which makes "hockey masks" and was bought out last year and the American manufacturing plant closed and moved it's operation to Canada. Now I don't know about "youse" but I don't see that as a major item on the shelves lately. I hope he does a great job. Let's hope his background in the golf industry will benefit the LPGA. This hire turned out to be "all about selling product". ”

  11. Hacker86

    Hacker86 Said on 10/27/2009, at 10:57 PM EST

    “I think it was a mistake to hire a male for this position. Pure and simple.”