BOSTON Mullen said it has been hired to handle marketing, media and public relations services for the Legends Tour, the Ladies Professional Golf Association's senior circuit.
"We're looking forward to helping the Legends Tour build their fan- and corporate-sponsor bases, as well as their brand profile," said Jon Hickey, svp, sports marketing at Mullen in Wenham, Mass.
Agency efforts will target both fans and potential tour sponsors.
Mullen added the assignment as a result of direct conversations with the client. The Interpublic Group agency has extensive experience in the golf category, having represented brands such as Ben Hogan and Reebok Golf, as well as the Golf Course Superintendent's Association of America.
Mullen is also involved with golf-related marketing as part of LendingTree's and Wachovia's sponsorships of the PGA Tour.
The Legends Tour is an international tournament series featuring champion players such as Nancy Lopez, Jan Stephenson, Patty Sheehan, Sally Little and Pat Bradley.
—Adweek staff report