Fifty years ago the AIG Women’s Open was a modest affair, largely populated by amateur players and backed by a total prize fund of just £500. The inaugural tournament, held at Fulford Golf Club, saw pioneers such as Vivien Saunders and Gwen Brandom even contributing their own money to the purse. Fast‑forward half a century, and the event is virtually unrecognisable – it has become one of the marquee fixtures on the global golf calendar, with a prize pool that now tops $10 million (£7.5 million) and a winner’s share of $1.5 million (£1.25 million).
The transformation began slowly. After its debut in 1976, the championship struggled to attract sponsors; it did not secure a title partner until 1979 and even faced a cancellation in 1983 because of insufficient funding. Those early challenges meant the tournament bounced between venues, sometimes playing on courses that drew few spectators. In 1980, for example, Laura Davies – who would later become a record‑holder with 43 consecutive appearances – recalled playing at Wentworth’s East Course to near‑empty galleries.
Subsequent stops at Newcastle and Woburn saw modest crowds, and when Davies won at Royal Birkdale in 1986 only a few hundred people lined the fairways. Despite the rocky start, the tournament gradually built momentum. The LPGA incorporated it into its 1984 schedule, and a series of commercial partners – Burberry in 1985, Weetabix from 1987 to 1993 – helped raise its profile. Yet it was not until 2001 that the event was elevated to major‑championship status, replacing the Canadian Women’s Open as the premier women’s major.
The shift signalled a new era of legitimacy and attracted higher‑calibre fields. A further watershed arrived in 2017 when the Royal and Ancient Golf Club of St Andrews (the R&A) took over direct organization from the Ladies’ Golf Union. Under the R&A’s stewardship, the championship gained access to world‑class links venues traditionally reserved for the men’s Open – the Old Course at St Andrews, Carnoustie, Royal Troon and, most recently, Royal Lytham & St Annes. These storied courses bring not only challenging layouts but also the infrastructure, media facilities and player amenities that modern professionals expect.
The impact of these upgrades is evident in the numbers. Attendance has exploded; the three editions preceding the 2026 anniversary each set new records, and organizers anticipate more than 50,000 spectators will flood Royal Lytham & St Annes this week.
Television coverage has expanded dramatically, with Sky Sports broadcasting live from Thursday and providing three hours of additional "Featured Group" action over the first two rounds. Such exposure fuels sponsor interest, and AIG – the title sponsor since 2010 – has more than tripled the prize money during its tenure.
Players themselves notice the change. Dame Laura Davies, a stalwart of the event, 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 of golf and it’s a superb event." She highlighted not only the larger purse but also the upgraded player lounge, on‑site services and overall hospitality that make competitors feel valued.
"When you see the infrastructure, the player lounge and the services for the players, it just makes you feel comfortable and special," she added. The heightened status also attracts the sport’s biggest names. This week’s field includes Nelly Korda, who is chasing a career Grand Slam, and Ha Ryun, eyeing a third consecutive major title. British hope is strong, too; recent winners at Royal Lytham – Catriona Matthew in 2009 and Georgia Hall in 2018 – have kept the trophy on home soil, and rising talents such as Charley Hull and Lottie Woad are eager to add their names to the list.
Commentators note that the course itself adds to the drama. Royal Lytham’s bunkers are notoriously deep and unforgiving, far harsher than those at Royal Birkdale, creating a "fiery" test that demands precise shot‑making. Caddies familiar with the Open’s links courses have warned that the rough and the wind will be relentless, making strategic management essential. Beyond the competition, the event reflects broader shifts in women’s sport.
Greater television exposure has drawn larger galleries, as fans want to see the personalities they watch on screen. The combination of bigger prize money, world‑class venues and top‑tier facilities has helped the AIG Women’s Open shed any perception of being a secondary tournament. Instead, it now stands shoulder‑to‑shoulder with the men’s majors, offering a platform where the best female golfers can showcase their talent on a global stage.
As the 2026 edition unfolds, Sky Sports will provide live coverage from the opening round on Thursday, with full broadcast beginning at 1 pm. Viewers can follow the action on Sky Sports Golf, while additional highlights and analysis will be available through Sky’s digital channels and WhatsApp updates. Whether you are a long‑time follower of the tournament or a newcomer drawn by the spectacle of links golf, this anniversary celebration underscores how far the AIG Women’s Open has come – from a £500 prize fund to a multi‑million‑dollar showcase of elite competition.