How to Unflatten a Flat World: LPGA's English Speaking Policy

The economist Thomas Friedman said in his book The World is Flat that the coming changes to the world's economic structure will happen because of rapid changes in technology, enabling the whole world to operate on the same level, effectively making for a truly global economy, surpassing barriers of political borders and languages.

Unfortunately, back in the real world,  the LPGA will require all its players to pass an English test or face suspension of their tour playing privileges, a move which seems to directly contravene Friedman's theory of the world becoming increasingly more global. Some sponsors have come forward to say they support this rule, such as Kate Peters of State Farm, sponsors of the LPGA Classic tournament, who said "This is an American tour, it is important for sponsors to be able to interact with players and have a positive experience.". Se Ri Pak, the South Korean LPGA hall of famer, has said that while she supports the policy, kicking players off the team for failing the tests is a bit much. The controversy rages on.

Now, to the naive outsider like myself, it seems pretty obvious who this policy seems to be aimed at: the South Koreans. One glance to any LPGA event leaderboard will show you that the number of players named Lee, Park, and Kim make up quite a sizable number if not a majority of the top players. At this writing, 4 out of the top 10 on the LPGA money list are South Koreans.

Not sure if it's racism (as the LPGA loves Michelle Wie and Christina Kim, both American-Koreans), but I am guessing because since the Korean players arrive in the LPGA or the 2nd tier Futures tour not speaking English and under the tutelage and guardianships of their parents (many Korean dads caddy for their LPGA daughters) it might cause them to be understandably shy and not want to reach out to the audience, lowering their appeal to the sponsors and the LPGA starts to see that a greater and greater portion of their top players not be 'sponsor friendly', and that causes them to raise red flags. Contrast this with Christina Kim, a somewhat above-average player but with a brilliant personality that has caused her to be a favorite of the media and sponsors. The LPGA wants everybody to be Christina Kim, but I'm sure even Christina Kim will agree that not everybody can be Christina Kim, English or no English.

Before I tell you what I think, let me tell you  story. I happen to be working with a large team of South Koreans at work. They are a very jovial and friendly bunch, even if their English sometimes is a bit lacking. I always joke with them that no matter what, their English is a hundred times better than my Korean as I could barely manage an "Annyong Haseyo" (good day) and a "Kamsahamnida" (Thanks). However, when I play golf with them, there is no language barrier. We let the game do the talking. There is no need for words to describe the nice chip my friend Jae did on the 6th hole or the powerful drive that my other friend Kiwan did on the 2nd hole, much like no words are needed to describe how it took me three tries to get out of a deep bunker (As they are very polite, no words were said, just big big smiles on their faces :) ) Let the game speak for itself.

Instead of forcing its players to conform to its standards based on the American market, it's time for the LPGA to realize, that it is not just an American league. To think in those terms is limiting themselves. It is a global league. Look at the top 3 players: Lorena Ochoa (Mexico), Annika Sorenstam (Sweden) and Yanni Tseng (Taiwan). The last American to lead the money list  at season's end was Betsy King in 1993 (with US$595,992), as opposed to Ochoa's total last year of more than US$4 Million. The last American to win player of the year is Beth Daniel in 1994.  Let's face it, it's not an American league anymore, even if Americans Paula Creamer and Morgan Pressel continue to improve and hold their own.

To impose any short-sighted policies like this, alienating a huge market that has provided a steady supply of superstars like Korea is a classic bonehead move. It should see this diversification of its top players as acknowledgement that it has become the de facto world tour (a status which the European, Japanese and Korean Ladies' tours would kill to have), and a great chance to expand its fan and sponsor base outside the US. Co-sponsor more events in places like Brazil (home of Angela Park), Mexico, Sweden, Japan, Korea, and the rest of Asia. Start to advertise in Korean and japanese and chinese. Get non American sponsors. Follow the example of the NBA and the English Premier League. They already have a chance now as the whole world loves Sorenstam, Ochoa (remember the crowds in the HSBC Singapore Open ?) and the other players. Think Big. The world can be yours now. The fact is they are already doing this, they held 3 events so far in Mexico this year and sanction one event each in Singapore and South Africa. Which makes this last move to be quite a puzzling U-turn.

OK, I've finished ranting now. LPGA, the world has arrived at your doorstep, are you going to say sorry you don't speak like we do, have a nice day and bye bye ?