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PGA Of Australia And ALPG Reveal New Brand Alignment

T
he PGA of Australia and the Australian Ladies Professional Golf (ALPG) have revealed their new respective brands, with the ALPG Tour set to become the WPGA Tour of Australasia.

The change was announced in an effort to align Australia’s two professional golf bodies, creating a new powerful and unique identity for women’s professional golf.

ALPG chief executive, Karen Lunn, said the launch of the WPGA Tour of Australasia is a world-first for professional golf.

“We are extremely excited to leverage the strength of the world-renowned PGA brand and create a strong, bold and aspirational platform to elevate women’s professional golf,” Lunn said.

“As the ALPG, we celebrate a proud history dating back to 1972 when our founding members started the women’s tour here in Australia, and this next step will ensure the future of our game is structured in a way that provides women golfers with even greater opportunities moving forward.

“We are proud to adopt the ‘W’ mark, which has become a powerful symbol in women’s sport the world-over.

“WPGA Tour of Australasia will sit proudly alongside the PGA Tour of Australasia, representing the tournament playing arms of the professional game in our territory,” she said.

PGA of Australia CEO, Gavin Kirkman, said: “This is a historic moment for Australian golf.”

“Our new brand is truly inclusive and is representative of the whole PGA and allows for all male and female professional golfers and golf professionals to be recognised under a unified PGA brand.

“We have undergone a meticulous modernisation and are proud to include the WPGA moniker into the PGA brand family.

“We are also excited to future-proof the PGA of Australia with a contemporary and timeless design that better projects our personality, values and ambitions,” Kirkman said.

As part of the brand redesign, the PGA of Australia has developed a new corporate logo and new tournament professional badge, an adaptation of the revamped PGA Professional badge, aligning with the look of the WPGA Tour of Australasia brand.