DAYTONA BEACH, Florida and TOKYO – The Ladies Professional Golf Association and Sanrio, the global lifestyle brand behind beloved characters including Hello Kitty, Kuromi and My Melody, are proud to announce a new multi-year partnership.
As the newest member of the LPGA’s global partner family, Sanrio will collaborate with the organization to create meaningful and memorable experiences that bring people together and support the next generation of golfers around the world.
Headquartered in Tokyo, Sanrio is a global lifestyle and entertainment company known for creating beloved characters that inspire happiness, friendship and connection. Its flagship character, Hello Kitty, has become a global icon, joined by a cast of fan-favorite brands including Cinnamoroll, Pompompurin, Gudetama and more — each bringing smiles to fans across generations.
Sanrio connects with audiences worldwide through character-driven media and storytelling, consumer products, gaming, immersive experiences and meaningful partnerships, all guided by its vision of “One World, Connecting Smiles.”
“At Sanrio, we believe in the power of smiles to bring people together and create meaningful moments,” said Wataru Nakatsuka, Senior Managing Director overseeing Corporate Strategy Division. “This partnership with the LPGA allows us to share that joy with new communities while encouraging the next generation of female athletes to pursue their dreams – both on and off the course.”
Rooted in its commitment to foster connection, the partnership aims to unite communities and inspire happiness through golf, blending Sanrio’s iconic characters and brand values in ways that transcend cultural boundaries and connect people around the world. From community outreach to the LPGA Tour, the initiative will engage fans and audiences through immersive activations, youth development, and digital storytelling
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.
With this new LPGA partnership, Sanrio deepens its global commitment to empowering the next generation of female athletes through sport and connection.
“We are thrilled to welcome Sanrio and its family of iconic character brands to the LPGA family,” said Jody Brothers, LPGA Chief Sales and Partnerships Officer. “So many LPGA fans already have Sanrio characters in their lives, so it made perfect sense to bring our two global brands together in support of our incredible athletes. It will be exciting to see how Hello Kitty and her Sanrio friends pop up across the LPGA Tour schedule.”
The collaboration at select tournaments will include golf clinics for area juniors. Hosted at LPGA tournaments, these clinics will offer mentorship and hands-on golf instruction to young participants, fostering confidence, connection and enjoyment through sport.
Additionally, Sanrio will create vibrant fan zones at select LPGA Tour events, featuring interactive photo booths, character meet-and-greets and more, providing exclusive and memorable experiences for attendees.