‘Media is a male eco-system,’ says LET boss

Getty Images 169398031

The Ladies European Tour’s CEO Mark Lichtenhein believes there is a male centric attitude amongst media outlets.

His comments come following a number of female players asking for better media coverage of the women’s game.

“Traditionally, the media has been very male centric. It is a male eco system,” Lichtenhein told bunkered.co.uk.

• "Get over yourself" - Beem hits out at English ace

• Woodland wins maiden major at Pebble Beach

“Paid TV has been built around men’s sport and the market place is very male centric - that’s how paid TV has established itself. It’s not built upon the back of women’s sport.

“You take Georgia Hall winning the Women’s British Open last year for example. There were a lot of media covering that event but I don’t think any national newspaper had Georgia on the front page. It would have been completely different in the men’s game if any Englishman had won the Open. Irrespective of how well known he was, he would definitely be on the front page.”

Getty Images 1013269102

Despite the focus on male sport, Lichtenhein believes there is cause for optimism, pointing towards the extensive coverage of the FIFA Women’s World Cup and the upcoming Solheim Cup, which he said will attract eyes.

According to him, the landscape is shifting.

“It is changing, but it’s not going to happen overnight. I think it’s all going in the right direction. It is just a question of how quickly that can happen.”

Lichtenhein also revealed that the LET has some big plans on the horizon to boost coverage and the sustainability of women’s golf in Europe.

• Is this America's answer to Eddie Pepperell?

“In the June and July months, we should be playing in Scandinavia and Central Europe but we are currently not doing that. We have good projects in the pipeline on those fronts in the coming years.

“We need to have our core market supporting women’s golf. It does already in France and Spain where we have terrific support from the federations but that’s not reflected in the same way in central Europe. Hopefully that will change in the coming years.”

Getty Images 850740566

With initial plans to add a few more events brewing, the LET boss said he wants ten more events on the tour by 2024.

“I think if we can get to 30 events in the next four or five years, then that is a sustainable future for the LET. That then means there is a viable alternative to players who want to earn a living playing golf but can’t or don’t want to go to America.”

• LPGA star set for debut in Scotland

Lichtenhein added that, despite the draw of the LPGA, it’s crucial for the LET to maintain its pull.

“I don’t see why there has to be just one main tour because I think that would be detrimental to the growth of golf in Europe. Europe needs to have a sustainable future in golf in order to have the best Europeans to be able to compete with the best players in the world.”

Share this Article

twitter-logo facebook-logo

Latest Videos See all videos right arrow

play button
Scotty Cameron
play button
OLD DRIVER VS NEW DRIVER - TaylorMade SIM vs TaylorMade Original One
play button
PUTTER BATTLE! Odyssey Stroke Lab Triple Track Ten - VS - TaylorMade Spider X
Odyssey Triple Track
play button
See all videos right arrow

Golf News

Marc Warren wins for fourth time on European Tour
Vandals may force century-old golf club to close for good
Organisers hopeful of strong field for rescheduled Scottish Open
Is this the greatest driver NEVER made?
Marc Warren in pole position for first win in six years

Other Top Stories

Tiger Woods puts new irons in the bag
New Fife golf course gets go ahead
REVIEW - Adare Manor, Ireland's rejuvenated masterpiece
Win a spot in the ASI Scottish Open Pro-Am with Hilton
Padraig Harrington targets 2020 Ryder Cup captaincy

Quick Fault 'n' Fixes See all videos right arrow

play button
Open up your left foot to get through the ball
play button
More shoulder turn means more power
play button
Start your takeaway wider
play button
Pivot around a central point in your swing
See all videos right arrow