The AIG Women’s Open began half a century ago as a modest tournament, largely populated by amateur players and offering a total prize fund of just £500 for the entire event. The inaugural competition, held at Fulford Golf Club in 1976, was a far‑cry from the spectacle we see today.
Back then, even the professionals such as Vivien Saunders and Gwen Brandom had to contribute their own money to the prize pool, and the tournament struggled to find a permanent home or a reliable sponsor. In fact, it went without a title sponsor until 1979 and faced a serious crisis in 1983 when a lack of funding forced the cancellation of that year’s edition, casting doubt over its future. Fast forward fifty years, and the AIG Women’s Open has become one of the marquee events on the global golf calendar. The tournament now enjoys a $10 million (£7.5 million) total purse, with the winner taking home a record $1.5 million (£1.25 million).
The 50th anniversary celebration is being staged at the historic Royal Lytham & St Annes, and the event is being broadcast live from Thursday on Sky Sports. The field this week reads like a who’s‑who of women’s golf, featuring Nelly Korda, who is chasing a career Grand Slam, and Ha‑Ran Ryu, who is aiming for a third consecutive major title.
The growth of the tournament is reflected not only in the prize money but also in the scale of its audience and the quality of its facilities. Organisers anticipate more than 50,000 spectators over the week, a figure that eclipses the attendance records set in each of the three previous editions.
The event’s infrastructure has been dramatically upgraded: player lounges, high‑tech media centres, and hospitality suites now rival those of the men’s majors. Dame Laura Davies, who holds the record for 43 consecutive appearances at the Open, 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." Davies also recalled the early days when crowds were sparse.
Her first Open in 1980 at Wentworth’s East Course drew barely any spectators, and even the later venues at Newcastle (1981) and Woburn saw only modest galleries. By the time she won at Royal Birkdale in 1986, only a few hundred people were watching the final round.
"You just can’t compare to how it is now – it has grown massively," she said. The contrast underscores how the tournament has evolved from a niche competition into a high‑profile sporting occasion that attracts fans from around the world.
The tournament’s status as a major was officially recognised in 2001, when it replaced the former Canadian Women’s Open as one of the LPGA’s four majors. It remained under the governance of the Ladies’ Golf Union until 2017, when the R&A took over direct organization, bringing the same level of professionalism and tradition that the men’s Open enjoys. Since then, the AIG Women’s Open has been staged on some of the most revered links courses, including the Old Course at St Andrews, Carnoustie, and Royal Troon, further cementing its prestige. Sponsorship has also played a pivotal role in the tournament’s ascent.
After a rocky start, AIG became the title sponsor and has more than tripled the prize fund since its involvement began. Earlier sponsors such as Burberry (1985) and Weetabix (1987‑1993) helped keep the event afloat, but AIG’s long‑term commitment has provided the financial stability needed for sustained growth. Beyond the money and the venues, the tournament benefits from expanded television coverage and digital platforms. Sky Sports offers three hours of Featured Group action during the first two rounds, giving viewers a deeper look at the competition.
The event is also streamed on various online services, ensuring that fans worldwide can follow every shot. This increased visibility has helped women’s golf reach a broader audience, encouraging more young players to take up the sport. The current field includes several British hopefuls looking to continue the recent trend of home‑grown champions. Georgia Hall’s 2018 victory followed Catriona Matthew’s 2009 win, and players like Charley Hull and Lottie Woad are eager to add their names to that list.
Hull, who has struggled to break through at the Evian Championship, is expected to leverage her strong course management skills on the demanding links at Lytham. Woad, praised by caddies for her steady temperament and solid play, is another contender who could thrive under pressure. Caddies have highlighted the unique challenges of the Lytham course, noting that its bunkers are harsher than those at Royal Birkdale and will test even the most experienced players.
Davies summed up the atmosphere: "When you get there and see the infrastructure, the player lounge and the services for the players, it just makes you feel comfortable and makes you feel special. Everyone’s looked after as a player and they do a great job." The rise of the AIG Women’s Open mirrors a broader shift in women’s sport, where increased television exposure, larger sponsorship deals, and improved facilities are creating more equitable opportunities. As Davies observed, the growing TV presence means fans can watch the athletes they admire, which in turn drives higher gallery numbers and a more vibrant tournament atmosphere. In summary, the AIG Women’s Open has transformed from a modest, amateur‑heavy event with a £500 prize fund into a world‑class major offering a £1.25 million winner’s share.
Its journey has been marked by financial challenges, venue changes, and evolving governance, but the tournament now stands as a testament to the growth of women’s golf. With a star‑studded field, historic links courses, and record‑breaking prize money, the 2026 edition promises to be another landmark chapter in its storied history. Watch the action live on Sky Sports throughout the week, starting with the opening round on Thursday at 9 am (Featured Groups) and full coverage from 1 pm.