The Ladies Professional Golf Association (LPGA) is adding a touch of kawaii to the fairways. The global women’s golf tour has announced a long-term partnership with Sanrio, the Japanese company best known for creating beloved icons like Hello Kitty, My Melody, and Kuromi.
It’s an unexpected crossover but one that makes perfect sense in today’s sporting landscape. Both brands share a global reach and a focus on connection, confidence, and community. For the LPGA, it’s a creative way to open golf up to new, younger audiences. For Sanrio, it’s a chance to celebrate empowerment and joy through sport.
Shared values, different worlds
Sanrio’s philosophy — “One World, Connecting Smiles” — has always centred on spreading happiness across borders and generations. That message fits seamlessly with the LPGA’s mission to inspire women and grow the game worldwide.
“Smiles have the power to bring people together,” said Sanrio’s senior leadership. “We want to show that sport can be as joyful and expressive as our characters — and that girls everywhere can dream big.”
The LPGA echoed that sentiment, calling the partnership a natural fit between two global communities that champion positivity, creativity, and strength.
Where culture meets competition
The collaboration will roll out in several forms across LPGA tournaments and global fan experiences.
- Youth clinics will provide opportunities for young players — especially girls — to learn from professionals and build confidence on the course.
- Interactive fan zones will blend Sanrio’s playful aesthetic with the world of golf, from photo activations to themed experiences for families and fans.
- Digital storytelling campaigns will highlight LPGA athletes through Sanrio’s signature charm, creating content that speaks to a more diverse and digitally native audience.
Sanrio’s involvement in women’s golf isn’t new. Sanrio already supports women’s golf in Japan through its partnership with Mynavi and ALBA to host the Sanrio Smile Golf Tournament, which provides young female golfers with opportunities to grow, compete and pursue professional careers. But this marks the brand’s biggest global push yet, bridging sport and lifestyle on an international scale.
The meaning behind the move
The partnership signals a shift in how sports are marketed today. It’s not just about visibility or sponsorship logos, it’s about emotion, culture, and belonging.
By pairing the LPGA’s high-performance athletes with Sanrio’s joyful universe, the two brands are creating a fresh space where competition meets creativity. It’s a reminder that sport doesn’t always have to look serious to be powerful. Sometimes, it just needs a little more heart.
