Mutual Aid

For seven years, Michelle Wie and the LPGA have been locked in an odd dance, moving to different rhythms, neither side totally embracing the other. First, Wie held the tour at arm's length, saying her future was competing against the men and declining to apply for LPGA membership in 2006 when she won enough money to earn a tour card. Then the LPGA, frustrated as Wie exploited her non-member status and ignored rules members must obey, defiantly stood with arms folded as if to say it could survive—indeed thrive—without her. Now, after injury and erratic play turned the spigot of invitations to men's events to a trickle, and with the LPGA facing harsh economic realities, the teen and the tour have reached the same (yet unspoken) conclusion: They need each other.

The Wies—and any discussion involving Michelle's decisions must include her ever-present parents, father B.J. and mother Bo—made the first conciliatory move by entering Q school, where Michelle earned her 2009 card with a T-7 at LPGA International in Daytona Beach, Fla., Dec. 7. The tour responded by touting Wie through blogs from her rounds and by providing real-time scores for the first time from Q school. Still, there were signs that while some was forgiven, not all was forgotten.

After securing her card Wie was asked if she looked forward to the two-day rookie orientation. "The politically correct answer is yes—I am very excited with a smile on my face," she said, then added: "Don't ask me the politically incorrect answer." Not exactly a let's-win-one-for-the-Gipper, team-player attitude.

For her part, commissioner Carolyn Bivens made certain not to place the world's best-known 19-year-old golfer above anyone else. "The 21-player 2009 LPGA Tour rookie class includes a wonderful mix of promising young talent," Bivens said. "With rookies like Ricoh Women's British Open champion Ji-Yai Shin, fan-favorite Michelle Wie, Duramed Futures Tour player of the year Vicky Hurst and U.S. Women's Open top-three finisher Stacy Lewis among others, the strength of the LPGA product just got a little bit stronger."

That is true, but it is also true that only one of those 21 is a household name outside of her own household or among die-hard fans of women's golf. In the post-Annika Sorenstam world in which Lorena Ochoa has not yet been fully appreciated by U.S. fans, Wie offers the hope of a star who can move the PR needle.

For the LPGA, 2009 will be a challenging year, as it is for everyone trying to navigate economic waters that are at best uncertain. There are three fewer tournaments and $5 million less in prize money, which, given the economic conditions, seems to be a victory of sorts. The TV contracts with ESPN and Golf Channel also expire in 2009. And with contracts up for renewal for about one-third of the domestic events, the tour has taken a hard look at even more venues outside the United States to join its already far-flung schedule.

India was considered but ruled out for a variety of reasons (player security and health among them). Abu Dhabi has been discussed, and Brazil may be a last-minute addition to the '09 schedule. More LPGA events overseas, especially in Asia, enhance Wie's value to the tour. Born in Hawaii of Korean parents, Wie provides a double-edged marketing sword: She is both Asian and American, not unlike Tiger Woods. Wie can help keep American fans focused on the tour as it travels to Thailand, Singapore, China, Japan, Korea, Britain, France, Canada and Mexico (three times).

The LPGA's international business model has many marketing advantages. The tour's largest single revenue stream is Korean TV money. And broadening the market base expands revenue opportunities in much the same way the men's European Tour has fattened its coffers by spanning the globe.

But that global marketing strategy is an easier sell for the LPGA if an American emerges who can challenge Ochoa and a rapidily improving crop of Asian players as best in the world. The last American to be player of the year was Beth Daniel in 1994, and the last Yank to win the money title was Betsy King in 1993. Before that, Ayako Okamoto of Japan in 1987 was the only non-American to be the LPGA player of the year or to earn the tour's money title.

In 2007 nine Americans won LPGA events, including marketable stars such as Paula Creamer, Morgan Pressel, Natalie Gulbis and Cristie Kerr. Creamer won four times in 2008 and is currently the only American who is a clear contender to be No. 1 in the Rolex Rankings. But Angela Stanford (twice), Kerr, Pressel and Leta Lindley were the only other Americans to hoist a trophy in '08.