New York City-based women’s brand M.M.LaFleur has announced a new partnership with the 2024 Solheim Cup, a leading women’s golf competition between Europe and the United States.
Building on its partnership with the WNBA’s New York Liberty, M.M.LaFleur’s new partnership with the Solheim Cup further cements the brand’s aim to champion female athletes and business leaders while advocating for the continued visibility and recognition of women’s sports.
“For too long, women have been left out of the clubhouse where the big deals happen. With this partnership, we’re addressing gender parity in this sport,” said Sarah LaFleur, founder and CEO of M.M.LaFleur, in a statement. “The diverse audience this event attracts – from golf enthusiasts to busy professionals – perfectly aligns with our customer base. As part of our commitment to supporting women’s sports, we’re focused on increasing visibility for the Solheim Cup to our highly engaged community and inspire them to get out on the green.”
Taking place from September 13 to 15, at Robert Trent Jones Golf Club in Gainesville, Virginia, the 2024 Solheim Cup will see the US Team dressed by M.M.LaFleur at the Opening Ceremony.
“We are grateful to the team at M.M.LaFleur for their support of the US Team during the 2024 Solheim Cup,” said Mollie Marcoux Samaan, LPGA Commissioner, in a statement. “Their commitment to championing women athletes – and women leaders in the sports business community – reflects our shared vision of elevating, empowering, and inspiring women and girls through golf.”
The partnership between M.M.LaFleur and the Solheim Cup was a natural evolution, as US Assistant Captain Morgan Pressel was already a part of the M.M.LaFleur community and suggested that M.M.LaFleur dress the US Team for the Opening Ceremony.
“The M.M.LaFleur dress that we will wear at the Opening Ceremony strikes a perfect balance between stylish and powerful,” said Pressel, who played on the US Team six times and is in her second year as an assistant captain. “The M.M.LaFleur team delivered a perfect look for the occasion with a dress that will look great on everyone on the team.”
The partnership extends beyond the Opening Ceremony, offering styling support to LPGA executives, board members, and key team members for off-course appearances. LPGA employees, members, and fans will benefit from special M.M.LaFleur discounts, while M.M.LaFleur customers can also enjoy discounts on Solheim Cup tickets and merchandise.
Exclusive video and photo content will provide fans with a behind-the-scenes look at the US Team’s styling process. Additionally, M.M.LaFleur will host a collaborative event later this year, further linking golf and professional fashion.
