Illinois-based safety science company Underwriters Laboratories considers its sponsorship of the two-year old, nation-vs-nation LPGA match play event a "useful platform for an American company trying to make inroads with Asian government officials and C-suite decision-makers," according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. The biennial UL Int'l Crown, which debuted in '14 at Caves Valley Golf Club in Owings Mills, Md., tees off today at Merit Club in suburban Chicago with five Asian teams competing. The inaugural event was the "most-watched LPGA event in Japan" since at least '12 and the "second-highest-rated LPGA broadcast that year in South Korea." UL President & CEO Keith Williams in October said that South Korea would host the '18 event and he remains "committed to raising his brand's profile" in the Asian markets. UL "declined to say how much it paid" for its title sponsorship of the tournament (CHICAGOBUSINESS.com, 7/18). Williams said of the LPGA creating the event, "They created something that will become the preeminent competition for women's golf in the long run" ("Morning Drive," Golf Channel, 7/21).
