The AIG Women’s Open has undergone a transformation that would be almost unimaginable to anyone who watched its modest beginnings half a century ago. When the tournament first rolled out fifty years ago, it was essentially an amateur gathering, with a prize fund that barely covered the cost of a modest dinner – a total of £500 for the whole event. The field was dominated by non‑professionals, and even the few professionals who entered, such as Vivien Saunders and Gwen Brandom, had to contribute their own money to keep the prize pool alive.
Fast forward fifty years, and the same championship is now a marquee fixture on the global golf calendar, staged at world‑class venues and boasting a prize purse that dwarfs its original budget. The 2026 edition, held at the historic Royal Lytham & St Annes, marks the tournament’s 50th anniversary and showcases a winner’s share of $1.5 million (approximately £1.25 million) out of a total $10 million (about £7.5 million) prize fund – a figure that would have seemed ludicrous in 1976 when Jenny Lee Smith lifted the trophy at Fulford Golf Club.
The journey from a modest amateur event to a premier major championship was anything but smooth. In its early years the tournament struggled to attract sponsors; it did not secure a title sponsor until 1979, and the 1983 edition was actually cancelled because of insufficient funding, casting doubt on its future. Nevertheless, perseverance paid off.
The event eventually found backing from a series of sponsors – Burberry in 1985, Weetabix from 1987 to 1993, and finally AIG, whose involvement has more than tripled the prize money since they became the title sponsor. Recognition as a major came in 2001 when the AIG Women’s Open replaced what is now known as the Canadian Women’s Open as one of the LPGA’s four majors. This elevation in status was followed by a shift in governance; while the Ladies’ Golf Union originally oversaw the tournament, the R&A took direct control in 2017, aligning the event with the same standards and traditions that govern The Open Championship for men. The evolution is evident not only in the financials but also in the scale of the audience and the quality of the facilities.
Organisers anticipate more than 50,000 spectators throughout the week at Royal Lytham, a figure that eclipses the modest galleries of the 1980s when players like Dame Laura Davies recall playing in front of only a few hundred onlookers. Modern infrastructure – from state‑of‑the‑art player lounges to comprehensive media centres – makes the tournament feel like a standalone, world‑class sporting spectacle rather than an add‑on to the men’s calendar. Dame Laura Davies, who holds the record for 43 consecutive appearances at the AIG Women’s Open, summed up the change perfectly when she told Sky Sports, "I don’t recognise it from when I used to play it.
It’s not an add‑on anymore, it’s a stand‑alone major championship of golf and it’s a superb event." Her observations highlight three key drivers of the tournament’s growth: the prestige of the links venues, the ever‑increasing prize money, and the enhanced player amenities that make competitors feel valued and well‑cared for. The choice of venue also plays a crucial role. Royal Lytham & St Annes, along with other historic links such as St Andrews, Carnoustie and Royal Troon, have all hosted the event in recent years. These courses bring a level of challenge and tradition that resonates with both players and fans, reinforcing the tournament’s status as a true major.
As Davies noted, the quality of the bunkers at Royal Lytham is far more demanding than those at Royal Birkdale, adding another layer of difficulty that tests the best in the world. The 2026 field is stacked with talent, featuring Nelly Korda, who is chasing a career Grand Slam, and Ha Ryun, aiming for a third consecutive major title.
British hopes are also high, with past champions Georgia Hall (2018) and Catriona Matthew (2009) having set a precedent for home‑soil success. Emerging British players such as Charley Hull and Lottie Woad are eager to add their names to that list, each bringing a distinct style – Hull’s aggressive course management and Woad’s steady temperament are both cited by caddies as assets that could thrive on the demanding links.
Television coverage has expanded dramatically, with Sky Sports providing live broadcasts from the opening round, supplemented by three hours of Featured Group action each day during the first two rounds. This increased exposure not only brings the sport to a wider audience but also fuels the commercial engine that supports the ever‑growing prize pool. In summary, the AIG Women’s Open has traveled a remarkable path from a £500 amateur tournament to a £1.25 million major that commands global attention. Its rise reflects broader trends in women’s sport: greater sponsorship, improved media visibility, and a commitment to providing athletes with world‑class facilities.
As the tournament continues to evolve, it stands as a testament to what can be achieved when ambition, investment, and tradition intersect on the hallowed grounds of golf’s most iconic links courses.