Leading Italian lingerie manufacturer La Perla has signed a three
year contract with the Ladies European Tour (LET) to sponsor the
£120,000 Ladies Italian Open and to become the official
'Women's Lingerie and Swimwear' for the Evian Tour.
The Bologna-based fashion house will invest nearly £1 million
in women's golf over the next three seasons, while the Ladies Italian
Open at Poggio
Dei Medici GC in Tuscany (May 17-20) will now be called the 'La
Perla Italian Open'.
La Perla has also agreed to sponsor two of Italy's most promising
young female golfers who will help to promote a new range of La
Perla golfwear to
be launched in the spring. Details of these endorsements will be
announced
next month.
"We see women's golf in Europe as a natural and effective
way to reconfirm the high positioning of La Perla's image in the
world," said Mr. Alberto
Masotti, Chairman and President of La Perla.
"Italy has a number of very elegant and talented female golfers
coming
through, while the women's game in Europe is getting stronger all
the time
and building a very positive profile.
"We shall be launching the La Perla golf range in the very
near future and
we are delighted to be able to support the women's Tour in Europe,
especially the La Perla Italian Open in Tuscany.
"Poggio dei Medici GC has one of the most glorious settings
in Europe. The
beautiful, rolling countryside and outstanding Tuscan clubhouse
is very much
a part of La Perla's image."
Tim Howland, Chief Executive of the LET, sees the deal as further
proof of the changing profile of women's European golf.
"It is no secret that women's golf is gaining in popularity
across Europe,but the La Perla deal is tangible evidence that the
sport's image has also
changed considerably," said Howland.
"Golf is now attracting stylish young women from areas not
traditionally
associated with the sport - countries such as Italy, France and
Spain, as well as the more established golfing nations such as the
UK and Sweden.
"The Italian Golf Federation has helped to develop a number
very talented young girls who are about to make their mark in the
professional ranks. This is helping to raise the game's profile
and give it a more marketable image.
"Having La Perla as one of the Tour's marketing partners,
and the title sponsor of the La Perla Italian Open, will create
a very positive association for the LET. It is more great news for
the women's game here in Europe."
The deal between the LET and La Perla was brokered by Studio Piscicelli,
whose chief executive Maurizio de Vito Piscicelli is responsible
for managing all of La Perla's golfing interests.
Last season's Ladies Italian Open was won by the European number
one Sophie
Gustafson of Sweden, who went on to win three other tournaments
in Europe,
the Evian Order of Merit and play a significant role in Europe's
gripping and historic victory over the Americans in The Solheim
Cup.
The 2001 La Perla Italian Open will be the third consecutive year
the tournament has been staged at Poggio Dei Medici GC, which lies
equidistant between Florence and Bologna. In 2002 the prize money
will be increased to £135,000 and in 2003 to £150,000.
"We are delighted that La Perla has recognised the potential
of women's golf
in Italy and the Ladies Italian Open at Poggio Dei Medici,"
said John Pertersen, the event promoter for Poggio Dei Medici.
"Women's professional golf has a great future in Italy, and
in Europe as a whole, and we are thrilled that our efforts to re-launch
the Italian Open back in 1999 have attracted the support of such
a prestigious company as La Perla.
"Poggio Dei Medici will continue to host the event for the
next three years and with La Perla's involvement the tournament
will continue to go from strength to strength."
Last season, Italy's Giulia Sergas finished as the leading rookie
on the Evian Tour, while her compatriots Isabella Maconi, Silvia
Cavalleri and Sophie Sandolo also enjoyed some success.
La Perla was founded by Ada Masotti in Bologna in 1954, and now
boasts
boutiques in all the major cities across the world, including Rome,
Milan, New York, Los Angeles, Miami, Sao Paolo, London, Paris, Madrid,
Moscow, Tokyo, Hong Kong and Sydney.
As well as leading the market in women's lingerie, the La Perla
Group also
produces beachwear, nightwear, men's and children's wear, and recently
released new range of scents and eyewear.
During Fashion Week in Milan over the past few seasons, La Perla
has also
introduced a number of refined prét-à-porter collections
that have achieved increasing international success in the most
prestigious boutiques in Italy and across the world.
