The AIG Women’s Open has travelled an extraordinary journey over the past five decades, evolving from a modest tournament with a prize fund of merely £500 to a marquee event offering a winner’s share of £1.25 million. When the championship first rolled out half a century ago, the field was dominated by amateurs, and even the professionals who participated, such as Vivien Saunders and Gwen Brandom, had to contribute their own money to flesh out the modest purse. The inaugural edition was a far‑cry from today’s spectacle, with limited sponsorship, scarce media attention and a prize fund that barely covered travel expenses. Fast forward fifty years and the tournament is virtually unrecognisable.
The 2026 edition, staged at the historic Royal Lytham & St Annes, marks the 50th anniversary of the event and showcases a star‑studded roster of the world’s elite women golfers. Live coverage begins on Thursday via Sky Sports, and the stakes are sky‑high: a $1.5 million (£1.25 million) top prize out of a $10 million (£7.5 million) total purse. The scale of the financial rewards reflects the tournament’s ascent to the upper echelons of the sport.
Dame Laura Davies, who holds the record for 43 consecutive appearances at the 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 any more; it’s a stand‑alone major championship and a superb event.” Her words capture the shift from a peripheral competition to a cornerstone of the women’s golf calendar.
Attendance figures underscore the growth as well. Organisers anticipate more than 50,000 spectators across the week, a number that has eclipsed previous attendance records for three successive editions. The surge in fan interest mirrors the tournament’s expanding media footprint, with extended television coverage, dedicated player lounges, and award‑winning facilities that cater to athletes’ needs. AIG, the title sponsor, has more than tripled the prize money since taking on the partnership, signaling a long‑term commitment to elevating the championship.
The early years were far from smooth. The tournament went without a sponsor until 1979 and struggled to secure venues, culminating in the 1983 edition being cancelled due to insufficient funding. It wasn’t until the mid‑1980s that corporate backing arrived, with brands such as Burberry (1985) and Weetabix (1987‑1993) stepping in.
Even then, the event’s status fluctuated; the LPGA Tour included it in the 1984 schedule but dropped it for a decade, only to re‑embrace it later. Davies recalled the modest crowds of the past: “My very first Open was in 1980 at Wentworth, then we went up to Newcastle in 1981 and there was nobody there. Later at Woburn the galleries were decent, but when I won at Royal Birkdale in 1986 there were only a few hundred people walking the final round.
You can’t compare that to today – it has grown massively.” A pivotal moment arrived in 2001 when the tournament was elevated to major‑championship status, replacing what is now the Canadian Women’s Open. The R&A assumed direct organisational control in 2017, bringing the same prestige and operational expertise that underpins The Open Championship.
Since then, the AIG Women’s Open has visited iconic links venues such as the Old Course at St Andrews, Carnoustie and Royal Troon, further cementing its reputation. Beyond the purse, players cite the quality of facilities and the experience of competing on world‑class links courses as major draws. Davies explained, “The prize money keeps climbing, which the players love, but the infrastructure, the player lounge, the services – they make you feel special and well cared for.
Women’s sport getting more TV exposure helps too; fans want to see the personalities they watch on screen, and the galleries have swelled as a result.” The 2026 championship promises high drama. Featured Group coverage will add three extra hours of action over the first two rounds, giving viewers a closer look at the contenders.
British hopefuls such as Charley Hull and rising star Lottie Woad are eager to continue the recent trend of home‑grown winners – Georgia Hall in 2018 and Catriona Matthew in 2009 – while global talents like Nelly Korda chase a career Grand Slam and Ha Ryun Ryu eyes a third consecutive major. Caddies have also weighed in on the challenges of Royal Lytham’s demanding layout. “The bunkers are harsher than at Royal Birkdale; they’ll be a nightmare,” Davies noted, highlighting the strategic difficulty of the course. She added, “Hull has the skill to win a major – she’s too good not to.
Woad is solid, not flashy, with great temperament – that’s huge in a pressure‑filled environment.” In summary, the AIG Women’s Open has transformed from a low‑budget, amateur‑heavy competition into a premier major with a multimillion‑pound prize pool, world‑class venues, and a global audience. Its evolution reflects broader trends in women’s sport: increasing commercial investment, heightened media coverage, and a growing fan base eager to celebrate elite athletic performance. The tournament’s 50th anniversary at Royal Lytham & St Annes not only commemorates its storied past but also showcases the bright future of women’s golf, where the prize money, infrastructure and global appeal continue to rise in tandem. Watch the live coverage throughout the week on Sky Sports to see who will claim the historic £1.25 million winner’s share.