Meghan MacLaren is the spark behind new branding for Ladies European Tour

Ladies European Tour star Meghan MacLaren
Meghan MacLaren has turned from the queen of the greens to a wizard with words to help give the Ladies European Tour a new brand and image. Picture by TRISTAN JONES

MEGHAN MacLaren and Suzann Pettersen have teamed up to help give the Ladies European Tour a fresh logo, updated website and tag line.

The Raise Our Game tagline aims to capture the ambition of the new LPGA-LET joint venture partnership – and a shared desire to keep moving women’s golf forward.

The brand refresh includes a short film created in-house, capturing the passion and potential of the LET players, celebrating their hard work, dedication and perseverance.

Narrated by Solheim Cup star Pettersen, with the script written by two-time LET winner MacLaren, it focuses on the hard work and determination it takes to achieve goals.

The new video featuring Suzann Pettersen and Meghan MacLaren

The pair hope to inspire women and girls to pursue their passion and realise their potential through the game of golf.

Talented writer MacLaren, who grew up playing golf at Wellingboro GC, in Northamptonshire, said: “I loved working on this project.

“It was great to play an active role in the new direction of our Tour.

“This is an exciting time for the LET and for women’s golf. To see the growth potential as we look ahead to the future for the next is very fulfilling.

“I’ve always worked hard to raise my game and I’m proud to be a member of a Tour which gives us the opportunity to raise our game further.”

Norway’s Solheim Cup vice-captain Suzann Pettersen
Norwegian Suzann Pettersen narrated the video that launched the LET’s new look.

‘It’s something we can’t define . . .’

MEGHAN’S script focuses on the fierce commitment required to compete at the highest level.

It also highlights the importance of the friends, family and wider community of tournament promoters and sponsors who can drive women’s golf forward, said the LET.

The script reads: “It starts with something we can’t define. 

“t’s a dream, but we’re too young to know what it is, where it might take us.

“Our family, coaches, friends… they know. On cold winter mornings and warm summer nights, they help us shape it into something we believe in.

“Sometimes we lose it. Sometimes we stop believing. Sometimes we wonder if it’s all really worth it… but we don’t stop.

“Because in every new city that embraces us and every new partner who invests in us, on every Monday that promises and every Thursday that threatens to take away – we have a chance to find it again.

“A chance to believe again. A chance to make each moment our own.

But it’s yours too, because you’re there by our side, guiding the way. You helped create it.

“So it’s time to believe, in all of our dreams. Together, let’s raise our game.”

•Megan also wrote a first-person piece telling the story of how she raised her game. You can read it here.

Suzann Pettersen holing the winning putt at the 2019 Solheim Cup
Suzann Petersen holed the winning putt at last year’s Solheim Cup.

‘The LET made me’ says Solheim Cup star

PETTERSEN – who holed the winning putt at the 2019 Solheim Cup – said at the rebranding launch: “I wouldn’t be where I am without the LET.

“I’m excited about the next chapter of the Tour’s history as it looks to provide even more opportunities for women and girls in the game.

“I’m thrilled to narrate this inspirational video, re-branding the new LET. The future is bright for the LET and its members.”

The 39-year-old Norwegian won 15 times on the LPGA Tour – including two Majors – and another six times on the LET.

After securing the Solheim Cup with that putt at Gleneagles, she promptly announced her retirement to focus on bringing up her son.

But the Scandinavian, who won the British Girls’ title at Wiltshire’s High Post GC in 1999, and played two Junior Ryder Cup matches, is not relinquisihing all ties with the LET just yet.

LET chief executive Alexandra Armas (left) with LPGA commissioner Mike Whan
LET chief executive Alexandra Armas (left) with LPGA commissioner Mike Whan after her appointment – two months after the two Tours signed a joint venture deal. Picture by LPGA.

Future’s bright for LET says chief executive Armas

LET chief executive Alexandra Armas believes the tour has a bright future despite the uncertainties caused by the coronavirus pandemic.

She said: “This brand refresh expresses our excitement about the LET and its future.

“How passionate and proud we all are to represent this strong new brand and that we are in this journey together with our partners – determined to create greater opportunities for the women who play golf today, and for the ones that will follow in the future.

“It has been an unprecedented and eventful start to the new decade.

“In January, we announced a record-breaking schedule and we were extremely excited about the 2020 season.

“Due to the coronavirus pandemic, it has been a challenging time for us of late. But we are now focused on the long term.

“This is not only the time to preserve tournaments in 202 – but to build the future that we’re so excited about moving forward for women’s golf.

“The year 2020 is a building block to a bigger and better 2021, 2022 and beyond. Together, let’s do all we can to raise our game.”

The joint agreement between the LET and LPGA was signed in November.

As a result, it paved the way for this year’s expanded playing schedule, which was hit hard by the COVID-19 outbreak worldwide.

Armas was appointed in January in week the 2020 schedule was released.

Wellingboro Golf Club’s Ladies European Tour (LET) winner Meghan MacLaren
Wellingboro’s Meghan MacLaren has won twice on the Ladies European Tour.

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