Feature
READY TO RAISE OUR GAME
LET reveals brand refresh pushing towards the future
The Ladies European Tour (LET) has launched a fresh
logo, new website and tag line, #RaiseOurGame,
capturing the ambition of the new LPGA-LET joint
venture partnership and a shared desire to keep moving
women’s golf forward.
The brand refresh includes a short �lm created in-house,
capturing the passion and potential of the LET players,
celebrating their hard work, dedication and perseverance.
Narrated by Solheim Cup star Suzann Pettersen and
with a script written by multiple LET champion Meghan
MacLaren, it focuses on the hard work and determination it
takes to achieve goals, inspiring women and girls to pursue
their passion and realise their potential through the game of
golf.
Talented writer Meghan MacLaren, who wrote the script,
said: “I loved working on this project and it was great to
play an active role in the new direction of our Tour. This is
an exciting time for the LET and for women’s golf and to see
the growth potential as we look ahead to the future for the
next is very ful�lling. I’ve always worked hard to raise my
game and I’m proud to be a Member of a Tour which gives
us the opportunity to raise our game further.”
Meghan’s script focuses on the �erce commitment required
to compete at the highest level and highlights the importance
of the friends, family and wider community of tournament
promoters, sponsors and media who together lay the path to
drive women’s golf forward:
It starts with something we can’t define.
It’s a dream, but we’re too young to know what it is,
where it might take us.
Our family, coaches, friends... they know. On cold winter
mornings and warm summer nights, they help us shape it
into something we believe in.
Sometimes we lose it. Sometimes we stop believing.
Sometimes we wonder if it’s all really worth it... but we
don’t stop.
Because in every new city that embraces us and every
new partner who invests in us, on every Monday that
promises and every Thursday that threatens to take away
- we have a chance to find it again. A chance to believe
again. A chance to make each moment our own.
But it’s yours too, because you’re there by our side,
guiding the way. You helped create it.
So it’s time to believe, in all of our dreams.
Together, let’s raise our game.
MacLaren also wrote a �rst-person piece, telling the story of
how she raised her game.
Suzann Pettersen, one of the most iconic European golfers
of all time, who holed the winning putt at the 2019 Solheim
Cup, said: “I wouldn’t be where I am without the LET and
I’m excited about the next chapter of the Tour’s history as
it looks to provide even more opportunities for women and
girls in the game. I’m thrilled to narrate this inspirational
video, re-branding the new LET. The future is bright for the
LET and its Members.”
LET Chief Executive Alexandra Armas said: “This brand
refresh expresses our excitement about the LET and its
future, how passionate and proud we all are to represent this
strong new brand and that we are in this journey together
with our partners, determined to create greater opportunities
for the women who play golf today and for the ones that will
follow in the future.
“It has been an unprecedented and eventful start to the
new decade. In January, we announced a record-breaking
schedule and we were extremely excited about the 2020
season. Due to the coronavirus pandemic, it has been a
challenging time for us of late, but we are now focused on
the long term.
THE EVIAN CHAMPIONSHIP TO BE PLAYED IN 2021
Due to the situation brought about by the world health crisis, The Evian Championship’s organizing committee has
announced that the 2020 tournament cannot be held this year.
The ongoing uncertainty concerning the opening of borders, in particular with Asia and the USA, poses a major
risk to the organization of a competition, which in less than 8 weeks, has to welcome 120 players from around the world
and from over 30 countries. Even if in France restrictions concerning outdoor public events seem to be gradually easing,
the LPGA and The Evian Championship’s organizing committee have to recognize that the conditions for a safe and relaxed
event that lives up to the expectations of the public, players, organizers and their partners are not in place. On top of this, as
the sporting calendar does not allow for a rescheduling of the date (which was already postponed a few weeks ago from July
to August), the tournament will be played in July 2021.
20 GolfPlus JULY 2020