Industry News

Hall-of-Famer Seri Pak to return to the LPGA Tour as host of the newly renamed ‘Fir Hills Seri Pak Championship’ at Palos Verdes Golf Club

Global investment firm Fir Hills named title sponsor of the LPGA’s Tour’s Los Angeles event in Palos Verdes Estates, taking place March 18-24 - The Fir Hills Seri Pak Championship to feature a field of 144 of the world’s top female professional golfers competing for an elevated $2 million purse - Tickets on sale and volunteer registration now open at

PALOS VERDES ESTATES, Calif., Jan. 9, 2024 – The LPGA Tour and Outlyr announced today that Seri Pak, one of the most decorated professional golfers in history from the Republic of Korea, will team up with global investment firm Fir Hills to host the newly named FIR HILLS SERI PAK Championship, taking place March 18-24 at Palos Verdes Golf Club in suburban Los Angeles. The championship will feature a field of 144 of the world’s best professional golfers competing over 72 holes for an elevated purse of $2 million, a $250,000 increase from 2023.

“We are thrilled to welcome Fir Hills to the LPGA Tour and its family of title sponsors for the 2024 LPGA Tour season and honored to have World Golf and LPGA Halls-of-Famer member Seri Pak serve as tournament host,” said Ricki Lasky, Chief Tour Business and Operations Officer for the LPGA. “We look forward to returning to Palos Verdes Golf Club, which provides a first-rate setting and backdrop for our players to compete. Together with our partners Fir Hills, tournament host Seri Pak and our longtime international broadcast partner JTBC, we are excited to offer players, fans and the local community a world-class experience.”

Pak, who amassed 39 professional victories worldwide, is a pioneer in the world of golf and an inspiration for generations of LPGA Tour players from the Republic of Korea. Pak joined the LPGA Tour in 1998 and won her first two of five majors during her debut season, the KPMG Women’s PGA Championship (then the McDonald’s LPGA Championship) and the U.S. Women’s Open at age 20, ultimately earning Louise Suggs Rolex Rookie of the Year honors. In total, she would win 25 times on the LPGA Tour before retiring following the 2016 season.

“It is an honor to return to the LPGA Tour as host for the FIR HILLS SERI PAK Championship at Palos Verdes Golf Club,” said Pak. “Mentoring the next generation of golfers and giving back to the game I love is at the core of everything I do. I’m excited to kick off this new partnership and elevate this tournament to new heights on the LPGA Tour.” 

Fir Hills, a Silicon Valley based investment firm that is dedicated to enhancing the governance of leading corporations in the U.S. and South Korea, joins the LPGA Tour’s as title sponsor of the FIR HILLS SERI PAK Championship in a new multi-year partnership.

“Fir Hills is excited to partner with the LPGA Tour and Hall-of-Famer Seri Pak in hosting this world-class professional golf tournament at Palos Verdes Golf Club,” said Charlie Shin, CEO of Fir Hills. “We look forward to working with the LPGA Tour and Seri Pak in providing a best-in-class experience for our clients and partners, players and fans of all ages.” 

Tickets on Sale and Volunteer Registration: General admission tickets are now on sale at for the 2024 FIR HILLS Seri Pak Championship, including daily and weekly grounds admission. Upgraded hospitality ticket options will be announced at a later date. 

Volunteer registration also is now open, offering a unique, behind-the-scenes experience of a professional golf event, with positions on 20+ different committees. For more information on volunteering, visit  

Palos Verdes Golf Club, often referred to as the “hidden gem” in Southern California, has a rich history hosting women’s golf events. The 2024 playing of the FIR HILLS SERI PAK Championship will mark the LPGA Tour’s third consecutive year at Palos Verdes Golf Club. In 2023, 20-year-old Ruoning Yin earned her first LPGA Tour victory at 15-under par, her first of two wins in 2023 that ultimately elevated her to Rolex Rankings No. 1. Marina Alex captured her first LPGA Tour win since 2018 at the 2022 edition of the championship. 

Palos Verdes Golf Club also has hosted the Therese Hession Regional Challenge women’s collegiate championship for the past 26 years. Past individual winners include Rose Zhang, Carlota Ciganda, Natalie Gulbis, Brittany Lang, Bronte Law, Andrea Lee, Leona Maguire, Lorena Ochoa and Annie Park. For the past two years, the winner of the Therese Hession Regional Challenge has received an LPGA Tour tournament exemption.

The FIR HILLS SERI PAK Championship is owned and operated by Outlyr, a global event management, sponsorship consulting and activation agency that oversees a number of tournaments across golf’s professional tours.

For more information on the FIR HILLS SERI PAK Championship, visit and on social media @SeriPakChamp on Facebook, Instagram and X (formerly Twitter).

About Fir Hills

Fir Hills is a Silicon Valley-based investment firm that is pioneering a novel investment paradigm. Fir Hills is unwaveringly dedicated to fulfilling the unique needs of long-term strategic investors and industry leaders amidst the dynamically shifting economic environment. What truly distinguishes Fir Hills from other investment firms is its ability to transform ambitious and intricate investment opportunities into tangible real-world achievements. Fir Hills achieves this by leveraging an extensive network, resources, and a cohesive investing culture, all while diligently engaging from the very inception of its investment initiatives. The company's strategic collaborations span esteemed global merchant banks and family offices, consolidating its leadership in the ongoing evolution of the industry.

About Outlyr

Outlyr is a global event management, sponsorship consulting and activation agency that specializes in the development and execution of engaging events and experiences. Outlyr believes in the power of relationships – driving connectivity through sports and culture – to create strategic marketing platforms and high-quality activations, enhancing affinity for its clients and brands. Outlyr manages a number of professional golf tournaments, sporting, hospitality and lifestyle events, as well as the sponsorship portfolio for several blue-chip clients. For additional information on Outlyr, visit 

About the LPGA

The Ladies Professional Golf Association (LPGA) is the world’s premier women’s professional golf organization. Created in 1950 by 13 pioneering female Founders, the LPGA, whose members now represent more than 60 countries, is the longest-standing professional women’s sports organization. Through the LPGA Tour, the Epson Tour, the LPGA Professionals, and a joint venture with the Ladies European Tour, the LPGA provides female professionals the opportunity to pursue their dreams in the game of golf at the highest level. In addition to its professional tours and teaching accreditation programs, the LPGA features a fully integrated Foundation, which provides best-in-class programming for female golfers through its junior golf programming, and its LPGA Amateurs division, which offers its members playing and learning opportunities around the world. LPGA aims to use its unique platform to inspire, transform and advance opportunities for girls and women, on and off the golf course. 

Follow the LPGA online at and on its mobile apps. Join the social conversation on Facebook, X (formerly known as Twitter), Instagram and YouTube

About the LPGA Tour 

The LPGA Tour is the world’s leading competitive destination for the best female professional golfers in the world. The Tour hosts more than 30 annual events across 10 countries for over 200 Active Players, awarding total prize funds exceeding $118 million and reaching television audiences in more than 220 countries. Follow the LPGA Tour on its U.S. television home, Golf Channel. 

Media Contacts:
Jeremy Friedman 

Payton Enzbrenner