L.P.G.A. Shows Balance
To the Sports Editor:
Regarding the column about the L.P.G.A.'s marketing efforts ("The Loss of Innocence: Making Wie a Brand Name," April 2), it's important to recognize that any strong brand needs the right balance of substance and excitement.
L.P.G.A. players happen to have both. These talented, multidimensional athletes play at a skill level never seen before, and the L.P.G.A. is celebrating their successes on and off the golf course. This helps grow revenues for today's players and for generations to come, while in turn, building the L.P.G.A. brand.
Today's sports fans respond not only to phenomenal athletic prowess, but also to rivalries and personalities. Judging by the 1.8 overnight rating for the final round of the Kraft Nabisco Championship — an increase of 61 percent over last year — they're warming up to women's golf.
The writer is president and chief executive of Pepsi-Cola North America and a member of the L.P.G.A. board.
This writer now know how Bivens keeps her job.