Fifty years ago the AIG Women’s Open was a modest affair, its field dominated by amateurs and its total prize fund a mere £500. The inaugural tournament, held at Fulford Golf Club, saw pioneers such as Vivien Saunders and Gwen Brandom even contributing their own money to make the prize pool possible. Fast‑forward half a century and the event has been completely transformed into one of the premier fixtures on the global golf calendar, boasting a $10 million (£7.5 million) purse and a winner’s share of $1.5 million (£1.25 million). The journey from a humble, under‑funded competition to a world‑class major has been anything but smooth.
After its launch, the tournament struggled to secure a sponsor; it was not until 1979 that the first commercial backing arrived. Even then, venues were hard to come by, and the 1983 edition was cancelled outright because of a lack of funding, casting doubt on the tournament’s future.
It would take years of perseverance, a rotating roster of sponsors—including Burberry in 1985 and Weetabix from 1987 to 1993—and the dedication of players and organizers to keep the event alive. The turning point arrived in 2001 when the Ladies’ European Tour, in partnership with the R&A, elevated the competition to major‑championship status, replacing the Canadian Women’s Open as the second major on the women’s circuit. This recognition brought a surge of media attention, larger sponsorship deals and, most importantly, a dramatic increase in prize money. When AIG became the title sponsor, the purse more than trebled, and the tournament’s profile rose in step with the growing commercial appeal of women’s sport.
Today the AIG Women’s Open is staged on some of the most historic links courses in the world—St Andrews, Carnoustie, Royal Troon and, for the 2024 edition, the storied Royal Lytham & St Annes. The move to these iconic venues mirrors the event’s status as a true major, on par with the men’s Open Championship. The infrastructure that surrounds the competition reflects that prestige: state‑of‑the‑art player lounges, dedicated practice facilities, and a host of services designed to make the athletes feel valued and comfortable. As Dame Laura Davies, a 43‑time consecutive participant, observes, the tournament is no longer an "add‑on" but a standalone major that offers a superb experience for both players and fans.
Attendance figures underline the growth. Over 50,000 spectators are expected at Royal Lytham this week, a number that eclipses the crowds of the previous three editions, each of which set its own attendance record.
The surge in fan interest is driven not only by the quality of the competition but also by the increasing television coverage. Sky Sports now provides extensive live broadcasting, with featured‑group coverage delivering three extra hours of action during the first two rounds. This exposure has helped create a new generation of fans who recognize the players as sporting personalities, not just competitors. The field itself has become a who’s‑who of modern golf.
This year’s lineup includes Nelly Korda, who is chasing a career Grand Slam, and Ha Rin Ryu, aiming for a third consecutive major title. British talent remains strong, with past champions such as Georgia Hall (2018) and Catriona Matthew (2009) inspiring a new wave of home‑grown contenders like Charley Hull and rising star Lottie Woad.
Their presence adds a compelling narrative for the local crowd, especially as the course at Royal Lytham is famed for its demanding bunkers and unforgiving coastal winds—features that caddies describe as "fiery" and "a nightmare" compared with other Open venues. Beyond the on‑course drama, the tournament’s evolution reflects broader changes in women’s sport. Increased TV airtime, larger sponsorship deals and a more professional approach to event management have all contributed to a virtuous cycle: higher visibility attracts more fans, which in turn draws bigger sponsors, allowing for larger prize funds and better facilities. Players repeatedly emphasize how these improvements make them feel "special" and well‑cared‑for, reinforcing the notion that the AIG Women’s Open is now a showcase of equality and excellence in golf.
Looking ahead, the tournament’s organizers are already planning for the future. The R&A, which took direct control of the event in 2017, continues to invest in technology, sustainability and fan engagement.
Initiatives such as interactive digital platforms, environmentally friendly course management and community outreach programs aim to keep the AIG Women’s Open at the forefront of modern sport. In summary, the AIG Women’s Open has undergone a remarkable metamorphosis.
From a £500 prize pool and a field of amateurs to a $10 million purse, world‑class venues and a global television audience, the tournament’s rise mirrors the broader ascent of women’s golf. As the 50th anniversary edition unfolds at Royal Lytham & St Annes, viewers can expect high‑quality golf, historic moments and a celebration of how far the sport has come—and how much further it can go.
Watch the action live on Sky Sports throughout the week, beginning with the opening round on Thursday, and witness history in the making at one of golf’s most prestigious stages.