U.S. Women’s Open: AmEx partnership amplifies local, women-owned businesses

June 6, 2022
Sports BusinessGolf
U.S. Women’s Open: AmEx partnership amplifies local, women-owned businesses

The GIST: This weekend’s U.S. Women’s Open saw Australia’s Minjee Lee nab the $1.8 million winner’s check — the largest in the history of women’s golf — and thanks to American Express, women-owned businesses near North Carolina’s Pine Needles Lodge and Golf Club also earned some spotlight.

  • The corporation expanded its partnership with the major tournament by partnering with six golfers to increase visibility for local companies — using AmEx–purchased logo space to publicize the businesses.

The details: AmEx recruited Lydia Ko, Rose Zhang, Lexi Thompson, Celine Boutier, Gaby Lopez and Stacy Lewis to rep six women-owned local businesses, with each golfer selecting and sporting a small company’s logo on her hat, shirt or bag throughout the event.

  • The six local businesses spanned different industries. Ko and Boutier picked food and beverage companies, Thompson and Lewis opted for clothing brands, Zhang chose a home decor business and Lopez selected a handmade goods company.
  • AmEx also backed local eateries in its newest activation at the major — the American Express Food Village. Attendees feasted on fare from three female-owned food trucks at the 14th hole. Delish.

Zooming out: The move deepens AmEx’s relationships in the sport, which goes back as far as 2007, and does it with particular savvy. This sponsorship supports women on and off the course, and aligns with both AmEx’s commitment to support small businesses and the North American ”shop local” movement. Which, BTW, plays well with Gen Z, too.