Three months ago, Martin Franzen moved his family to Florida from Sweden to put together a unique event for the 2021 LPGA calendar. And then, two days after his kids started school, everything shut down.
At the end of March Franzen, CEO and Founder of ISNE Group, shifted his team’s focus to a charity event – The Liberty Charity Trophy – that puts female professionals on center stage. Franzen has a background in event marketing and sales and worked extensively on the 2007 Solheim Cup in Halmstad, Sweden.
It’s all in place:
- Two courses are interested in hosting
- Twelve players have agreed to compete
- If they can pay for TV production, Franzen says they have the full support of the LPGA to work with their broadcast partners
The idea is to deliver two days of skins matches to outlets around the globe. Players will have the ability to choose which COVID-19 relief fund they want their winnings to go toward.
But here’s the deal: Franzen needs funding. Lots of it.
“We are trying to do that day and night,” he said of shoring up support.
Franzen wouldn’t reveal the names of the players on his list but said they hail from 10 different nations. Ten of the 12 are in the top 100 in the world and two are in the top 10. The format will include three different divisions: Europe, North America and International. The hope is to tape the first round on June 6, with the four players in each division competing against each other. The winner from each division will advance to the final round on June 7, guaranteeing a diverse finale.
Franzen said it will take somewhere between $300,000 and $400,000 for television production. In an ideal world, he said, the prize money would be $1.3 million dollars.
“We are talking to everyone that we can possibly think of,” he said.
If they have to reduce the amount each hole is worth, they’ll do what’s necessary to have a program.
Plan B, C, D? Whatever it takes
To have it broadcast live on the weekend, they’ll need to pull this off soon to avoid clashing with the PGA Tour’s restart, set for June 11. Plan B would be to record the matches and broadcast on a Monday and Tuesday evening in prime time.
Franzen said they’ll go on to Plan C, D, whatever it takes to make it happen. Only players who are living in Florida were to participate so that no one had to travel far. The event wouldn’t have spectators. The total number of people on each hole would be between 10 to 15. All players would be equipped with a microphone.
“We have to put the women golfers in the spotlight,” said Franzen.
Golf’s two recent charity matches – TaylorMade Driving Relief and The Match: Champions for Charity – were successful, the latter wildly so, but neither had any female players involved.
“We can raise money too,” said LPGA Hall of Famer Annika Sorenstam, who recently announced that her foundation is awarding $50,000 to Symetra Tour players who are struggling financially.
The Match II raised $20 million for COVID-19 relief. Franzen’s goal of $1.3 million is but a fraction of that, but still meaningful.
‘It takes one person with influence’
Former World No. 1 Stacy Lewis recognizes the big picture. She knows that companies are less likely to put up the same amount of money to watch her and Steph Curry compete compared to someone like Justin Thomas and Curry.
But what if an executive took a chance on a venue like, oh, let’s shoot for the moon and say Cypress Point – member Condoleezza Rice can host! – and put together a mixed-team event that featured the likes of a Michael Jordan, Justin Timberlake and Curry. And then introduce the mainstream sports world to the Korda sisters. Or pair Danielle Kang with her friend, Wayne Gretzky. Have Serena Williams call in like Russell Wilson did on The Match with a par-3 wager for charity.
Many people tuned into the inaugural Augusta National Women’s Amateur to see the golf course, and in the process became instant fans of Maria Fassi and Jennifer Kupcho. Put a mixed-team event or an all-star women’s cast on a prized venue and let the LPGA be elevated in the process.
How cool would a composite course at Bandon Dunes look on TV?
No charity event is going to top The Match II anytime soon. But that doesn’t mean something can’t be done to still raise money for a good cause and showcase a tour that won’t play again until July at the earliest. Franzen is trying to put something together that’s impactful, but he’s going to need help.
“Women’s golf – we’re not on the same level in a cultural perspective,” said Lewis. “It’s how things are in general. It takes one person with influence to say ‘How ‘bout we invite some women to this?’
“That’s all it takes.”
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