November 4th, 2009 by Phil Reich PGA Golf Art

After the controversial tenure of LPGA commissioner Carolyn Bivens ended a few months ago – at the instigation of the tour’s biggest stars – the search for a new commissioner began. Today, the LPGA announced the hiring of that new commissioner: Michael Whan.

Whan received very little mention throughout the search process; he was never listed among the leading candidates. His emergence as a serious candidate must have happened late in the process (after other candidates withdrew or turned out to be too expensive). But no matter; the LPGA appears to have found a new commissioner who combines experience in golf with experience in brand building.

The announcement by the LPGA gives Whan’s background:

Whan, 44, started his business career at the Procter & Gamble Company in 1987, rising within the ranks as a brand assistant, Brand Manager and eventually Director of Marketing, Oral Care, before branching out to follow his passion for sports. In 1994-95, he served as a Vice President and General Manager at the Wilson Sporting Goods Company responsible for all aspects of the golf ball and glove business. He also managed the marketing department, two manufacturing facilities and the Research & Development division.

At the TaylorMade Golf Company, Whan started as Vice President Marketing and over the course of his four-year tenure was promoted to Vice President, Sales and Marketing and eventually EVP/General Manager-North America for Taylormade-adidas Golf. In his role as General Manager, Whan’s business unit represented more than 70 percent of the company’s worldwide sales and profit.

Whan has most recently served as President and Chief Executive Officer of Mission-Itech Hockey.

“I’m energized by brand building and the work involved in marketing and growing a sport,” Whan said, in what must have sounded like music to the LPGA’s ears (but were words probably spoken by Carolyn Bivens, too). And, Whan added, “I simply love the game of golf – both the life lessons it teaches and the friendships it helps create.”

One of those lessons is that if you don’t perform to the players’ liking, they might band together to force your ouster as LPGA commissioner.

Acting commissioner Marty Evans will stay in that job through the end of the year, with Whan officially beginning work in January. But he will appear with Evans before then at the LPGA Tour Championship in mid-November. That is when the tour’s 2010 schedule will be announced. And that’s the first test of the post-Bivens LPGA leadership: Salvaging a decent schedule for next year.

LPGA Hires a New Commissioner originally appeared on About.com Golf on Wednesday, October 28th, 2009 at 11:20:00.

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