Los Angeles Golf Club Off to a Strong Start
Los Angeles Golf Club Off to a Strong Start
Strong leadership and a winning brand strategy
Los Angeles, a city renowned for its star-studded allure, served as the ideal backdrop for the debut of the inaugural team in The Golf League (TGL) – Los Angeles Golf Club (LAGC).
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LAGC, one of the six founding TGL teams, boasts an ownership group led by the enterprising Alexis Ohanian, along with tennis legends Serena Williams and Venus Williams. The other teams announced include Boston, Atlanta, New York, San Francisco, and Jupiter Links. In the initial announcement stage, it’s the LA-based team that is winning from a brand perspective, IMO.
Rosters will be finalized later this year, with each team comprising of three PGA TOUR golfers, paving the way for play to commence in January 2024 at a purpose-built SoFi Center in Palm Beach Gardens, Florida.
Ohanian (co-founder of Reddit), who played a pivotal role as a founding investor in LA-based NWSL team Angel City FC, co-owns LAGC alongside his wife, Serena, their daughter Olympia, and Serena's sister, Venus, marking a family-oriented venture deeply rooted in the heart of the LA community.
He said in an interview with the TGL
"My wife Serena and I have enjoyed as Olympia's taken a liking to golf, so I'm proud to announce that they're both owners in this club as well — as is the little one on the way! This is another piece of the legacy I'm building for my family, and I hope this team can become a part of many families' lives too."
As the pioneering team in TGL and the latest addition to the LA sports landscape, Ohanian aspires to make a substantial impact, establishing LAGC as a true representation of the vibrant city it calls home.
"Los Angeles is the perfect home for our TGL team," he emphasized. "This city embodies the intersection of sports, technology, and entertainment, making it an ideal stage for the innovation and excitement we aim to bring to the world of golf and its fans."
What’s caught my eye about the LAGC team is the branding. I work in the sports and fashion business so I’m always drawn to sports teams that manage to cross both realms and make it work.
Aesthetically, the LAGC has hit the nail on the head in my opinion. The cool black and white colour palette and lettering accents seem to fit well with the brand ‘LA’, plus the editorial style photography would be well fitting in a fashion publication, as you can see from this promotional shot featuring team captain, Collin Morikawa.
TGL intends to break away from the conventions of traditional golf tournaments, and Los Angeles, with its rich history of sporting excellence and a peerless reputation as a hub for entertainment and innovation, offers the ideal launching pad for TGL's unique vision.
I’m looking forward to seeing how other teams approach their brands as this is a major factor in appealing to a wider group of golf, sports, and lifestyle fans in general that will help grow the game with the next generation. Just look at soccer teams PSG and Inter Miami CF, both have people all around the world wearing their streetwear-inspired merchandise while not being able to name more than 3 players on a team. That’s the power of branding.
It’s going to be interesting to see how all of this transpires.
Thanks for exploring the evolving world of golf with me, David Skilling.
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