The AIG Women’s Open began half a century ago as a modest competition, its prize pool a mere £500 and its field dominated by amateurs. In those early days, even the professionals who entered – such as Vivien Saunders and Gwen Brandom – had to supplement the prize fund with their own money. Fast‑forward fifty years, and the tournament is almost unrecognisable compared with the event that Jenny Lee Smith lifted the trophy at Fulford Golf Club in 1976.
Today it stands as one of the premier fixtures on the global golf calendar, boasting a $10 million (£7.5 million) total purse and a winner’s share of $1.5 million (£1.25 million). The evolution of the Women’s Open mirrors the broader growth of women’s sport.
After its launch, the tournament struggled to find a sponsor, remaining without corporate backing until 1979. Venue selection was equally problematic; early editions bounced between courses that were often reluctant to host a women’s event. The 1983 tournament was even cancelled because of insufficient funding, casting doubt on the competition’s future. Nevertheless, persistence paid off.
By 1984 the LPGA had added the Open to its schedule, and over the next decade a series of sponsors – including Burberry in 1985 and Weetabix from 1987 to 1993 – helped stabilize the event and raise its profile. A pivotal moment arrived in 2001 when the tournament was elevated to major‑championship status, replacing the Canadian Women’s Open as one of the LPGA’s four majors. This recognition brought greater media attention, larger sponsorship deals, and a surge in prize money.
The tournament’s governance also shifted; while the Ladies’ Golf Union originally oversaw the event, the R&A took direct control in 2017, bringing the same level of professionalism and resources that the men’s Open enjoys. The choice of venues has been another catalyst for growth.
Historically, the men’s Open has rotated among storied links such as St Andrews, Carnoustie and Royal Troon. In recent years the AIG Women’s Open has followed suit, staging championships on these same hallowed grounds and on other celebrated courses like Royal Lytham & St Annes, Royal Birkdale and Royal Troon. Playing on world‑class links not only challenges the competitors with deep bunkers, unpredictable weather and demanding turf, it also signals parity with the men’s game and attracts larger crowds.
Attendance figures illustrate this shift: over 50,000 spectators are expected at Royal Lytham & St Annes for the 50th‑anniversary edition, breaking the attendance records set in each of the three previous years. Player facilities have kept pace with the expanding audience. Modern locker rooms, player lounges, on‑site medical teams and hospitality suites create an environment where athletes feel valued and supported.
As veteran Dame Laura Davies noted, the infrastructure now feels "stand‑alone" and "superb," a far cry from the modest arrangements of the 1970s. The combination of superior amenities and ever‑increasing prize money – which has more than trebled since AIG became the title sponsor – has made the tournament a magnet for the world’s elite women golfers.
The current field reads like a roll‑call of modern golf royalty. Nelly Korda arrives seeking to complete the career Grand Slam, while Ha Rin Ryu chases a third consecutive major victory. British talent also features prominently, with past champions Georgia Hall (2018) and Catriona Matthew (2009) inspiring a new generation that includes Charley Hull and Lottie Woad. Their prospects are discussed by Davies, who highlights the unique challenges of the Lytham links – harsher bunkers than those at Royal Birkdale and a "fiery" atmosphere that tests both skill and temperament.
Television coverage has been instrumental in the tournament’s rise. Sky Sports now dedicates extensive live airtime, beginning with a featured‑group broadcast at 9 am on opening day and moving to full coverage from 1 pm. The partnership with broadcasters has amplified the event’s visibility, drawing more fans to the galleries and encouraging sponsors to invest heavily.
The increased exposure also benefits the players, who gain broader recognition and endorsement opportunities. Beyond the on‑course action, the AIG Women’s Open has become a cultural touchstone for women’s sport. It showcases the athleticism, resilience and strategic acumen of its competitors, while also providing a platform for discussions about gender equity in professional athletics.
The tournament’s success demonstrates that when organizers prioritize high‑quality venues, robust financial backing, and player‑centric services, women’s events can thrive on a scale comparable to their male counterparts. Looking ahead, the tournament is set to continue its upward trajectory. With AIG’s commitment to further increase the purse, ongoing collaborations with the R&A, and a schedule that includes some of the most iconic links courses, the AIG Women’s Open is poised to cement its status as a flagship event in global golf.
Fans can follow the drama live on Sky Sports throughout the week, starting with the opening round on Thursday, and witness history in the making as the next champion lifts a prize that once seemed unimaginable. In summary, the AIG Women’s Open has journeyed from a £500 amateur‑heavy competition to a $1.5 million‑winner championship, reflecting broader societal shifts toward greater support for women’s sport. Its growth story underscores the importance of sponsorship, venue selection, media coverage, and player experience in building a world‑class sporting event. The tournament’s 50th anniversary at Royal Lytham & St Annes not only celebrates its storied past but also signals a bright future for women’s golf, where the prize money, the crowds, and the prestige continue to rise.