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By Rory Carroll
SAN FRANCISCO (Reuters) - The
United States Golf Association (USGA) on Wednesday launched a
program aimed at increasing media coverage of the women's game
by offering financial support to news organisations.
The Driving Equity Grant Program will award grants to outlets to
offset the costs associated with increased coverage of the
women's game.
Recent studies show that only 4% of sports coverage and
storytelling features female athletes, the USGA said.
"Today, women's sports, including golf, are stuck in a recurring
cycle where media outlets don't always receive significant
return on investment when they cover events that lack household
names," said Craig Annis, the USGA's chief brand officer.
"Simultaneously, it is nearly impossible for a sport to build
household names without consistent and rich storytelling from
the media."
Annis said the USGA feels a deep responsibility to be a leader
in breaking that cycle.
"This is not a problem that will be solved overnight," he said.
"However, if the entire industry works together and shines a
brighter light on women in the game, we have an opportunity to
change the future of golf."
As part of the grant application, outlets will be required to
demonstrate how the monetary support will enhance their coverage
and ultimately shine a brighter light on female golfers.
The USGA also kicked off a video series called "Open Minded" on
Wednesday, which will profile current and future stars in the
sport to create stronger connections between fans and players.
The announcements come on the eve of the 76th U.S. Women's Open,
which is being held for the first time at The Olympic Club in
San Francisco.
(Editing by Toby Davis)
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