The AIG Women’s Open has undergone a metamorphosis that would be almost unrecognisable to anyone who witnessed its modest beginnings half a century ago. When the tournament first rolled out its inaugural edition in 1976, the field was dominated by amateurs, and the total prize fund for the entire event was a mere £500. In those early days, even the professionals who took part, such as Vivien Saunders and Gwen Brandom, had to contribute their own money to flesh out the purse. Fast‑forward fifty years, and the same championship is now a marquee fixture on the global golf calendar, boasting a prize pool of $10 million (£7.5 million) and a winner’s share of $1.5 million (£1.25 million).
The contrast is stark, and the journey from a humble amateur gathering to a world‑class major provides a fascinating case study in sport, sponsorship, and the growing popularity of women’s golf. The tournament’s early history was anything but smooth.
After its launch, the event struggled to secure a title sponsor, finally landing one in 1979. Even then, it faced venue challenges; several clubs were hesitant to host a women’s competition of this scale.
The 1983 edition was cancelled outright because of insufficient funding, casting doubt on the tournament’s future. Nevertheless, the resolve of its organizers and the passion of its players kept the event alive.
By 1984, the LPGA Tour included the Open in its schedule, but it would disappear for another decade before re‑emerging with new commercial partners such as Burberry in 1985 and Weetabix from 1987 to 1993. These early sponsors helped the event gain a foothold, but it remained a niche competition compared with the men’s majors.
A turning point arrived in 2001 when the AIG Women’s Open was elevated to major‑championship status, replacing the Canadian Women’s Open in the LPGA’s list of majors. This promotion gave the tournament a legitimacy that attracted stronger fields, larger audiences, and more lucrative sponsorship deals. In 2017, organisational control shifted from the Ladies’ Golf Union to the R&A, the governing body behind The Open Championship.
This change brought the tournament under the umbrella of one of golf’s most prestigious institutions, granting it access to world‑class courses, enhanced media coverage, and top‑tier player facilities. The choice of venues has also been instrumental in the tournament’s rise. While early editions were held on relatively modest courses, recent Opens have been staged on historic links such as the Old Course at St Andrews, Carnoustie, Royal Troon, and the current host, Royal Lytham & St Annes. These venues are synonymous with the men’s Open and bring a level of gravitas that elevates the women’s event.
The demanding nature of links golf—deep bunkers, fast fairways, and unpredictable weather—adds drama and tests the skill set of the world’s best female golfers. The financial growth of the tournament mirrors its sporting prestige.
AIG, which became the title sponsor in 2010, has more than tripled the prize money since taking the helm. The current $10 million purse dwarfs the original £500, and the record‑breaking $1.5 million winner’s share underscores how far the event has come.
Players repeatedly cite the increased prize money as a major incentive, but they also highlight the improved infrastructure: state‑of‑the‑art player lounges, dedicated practice facilities, and comprehensive support services that make competitors feel valued and respected. Attendance figures illustrate the surge in public interest. Over 50,000 spectators are expected at Royal Lytham & St Annes for the 50th anniversary, a number that surpasses the modest crowds of the 1980s when, as Dame Laura Davies recalled, only a few hundred people would line the final round.
The tournament has broken attendance records in each of the last three editions, reflecting a broader cultural shift toward greater visibility for women’s sport. Television coverage has expanded dramatically, with Sky Sports providing live broadcasts, featured‑group segments, and extensive analysis, while streaming platforms now offer global access to the event. Veteran players such as Dame Laura Davies, who holds the record for 43 consecutive appearances, provide a living bridge between the tournament’s past and present. Davies has remarked that the Open is no longer an “add‑on” but a standalone major that commands the same respect as any men’s championship.
She notes that the combination of iconic links courses, rising prize money, and world‑class facilities creates an environment where players feel both challenged and cherished. The competitive narrative this year is equally compelling.
British golfers have enjoyed recent success, with Georgia Hall’s 2018 triumph following Catriona Matthew’s 2009 victory. Home‑grown talents like Charley Hull and rising star Lottie Woad are eager to continue the British winning streak on familiar soil. Meanwhile, international contenders such as Nelly Korda aim to complete a career Grand Slam, and Ha Rin Ryu seeks a third consecutive major title.
The depth of the field ensures that the championship will be fiercely contested from the opening round. In summary, the AIG Women’s Open has evolved from a modest, amateur‑heavy tournament with a £500 prize fund into a premier global major offering multi‑million‑dollar purses, world‑class venues, and massive fan engagement. Its journey reflects the broader growth of women’s golf, the increasing willingness of sponsors to invest, and the appetite of audiences for high‑quality sport. As the 50th edition unfolds at Royal Lytham & St Annes, the event stands as a testament to perseverance, strategic partnership, and the undeniable talent of the women who compete for its coveted title.