"It's a way of cross generation to introduce current and future members of the LPGA to a very important part of the world."
LPGA Brand Lady Carolyn Bivens is interviewed by the "Toy Department" blog at the Baltimore Sun site. Some nice MBAisms for those of you collecting jargon at home.
Bivens: The fact that a sports league or association would own one of its own championships and be able to illustrate and display their best of class of their brand, to set the eligibilty criteria and own all the revenue streams for that event is huge. Yes, it is high risk and high reward, but the opportunities for that to make a difference from a brand standpoint ... over the next 50 years is very big.
How many years into the future are you looking? You talk about a focus of five to seven years, but you also talk about 50 years. Where, as an executive, is your focal point?
Bivens: For the long term, dealing with the base of the platform, you look out 10 years. Most of the rest of the planning you do for five years out.
Isn't that redundant, the base of the platform? Or is there a layer I don't know about?
So your deal with J Golf, South Korean television, that's looking 10 years out, maybe more?
Bivens: The deal is a five-year deal and the big news about that ... is that it's multi-platform. It's not just cable television rights for South Korea. They own multiple magazines, they have a partnership deal with CNN, they have multiple digital platforms. It's a way of cross generation to introduce current and future members of the LPGA to a very important part of the world.
Cross generation! That's a new one for me. Anyone care to define?