The AIG Women’s Open has undergone a transformation that would be almost unrecognisable to anyone who witnessed its modest beginnings half a century ago. When the tournament first rolled out fifty years ago, it was a small‑scale affair populated largely by amateur players, and the total prize fund for the entire event was a mere £500. In those early days, even the professionals who competed – such as Vivien Saunders and Gwen Brandom – were required to contribute their own money to the prize pool, underscoring how fledgling the competition truly was.
Fast‑forward fifty years, and the same championship now stands as one of the premier fixtures on the global golf calendar. The event has grown from a modest, almost charitable competition into a fully‑fledged major championship with world‑class infrastructure, a multi‑million‑pound purse, and a field that reads like a roll‑call of the sport’s biggest stars. This week, the 50th anniversary of the tournament is being celebrated at the historic Royal Lytham & St Annes, with live coverage beginning on Thursday via Sky Sports.
The winner will pocket a record‑breaking $1.5 million (approximately £1.25 million) out of a total prize pool of $10 million (about £7.5 million). 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 of golf and it’s a superb event." Her remarks capture the sentiment shared by players, sponsors, and fans alike: the tournament has moved beyond being a peripheral event to become a centerpiece of women’s golf. Attendance figures illustrate the surge in popularity.
Organisers anticipate more than 50,000 spectators over the week at Royal Lytham & St Annes, a number that would have been unimaginable in the 1970s. In fact, the venue has broken its own attendance records for three consecutive editions, reflecting the growing appetite for elite women’s golf. AIG, the title sponsor, has more than tripled the prize money since taking over the partnership, signalling the commercial confidence that now surrounds the event.
The road to this status was not smooth. The tournament struggled for sponsorship until 1979 and even faced a cancellation in 1983 when funding dried up, casting doubt on its future. It wasn’t until the late 1980s, with sponsors like Burberry and Weetabix, that the Open began to regain stability.
Yet it remained a peripheral part of the LPGA schedule, appearing only sporadically until the 1990s. It wasn’t until 2001 that the event was elevated to major‑championship status, supplanting what is now known as the Canadian Women’s Open. Further legitimacy arrived in 2017 when the R&A assumed direct responsibility for the tournament, taking over from the Ladies’ Golf Union. The choice of venues has also played a pivotal role in the tournament’s ascent.
While the early editions rotated through modest courses, recent years have seen the Open staged on some of the most revered links in the world – the Old Course at St Andrews, Carnoustie, Royal Troon, and of course, Royal Lytham & St Annes. These venues bring with them a heritage that enhances the tournament’s prestige and offers players a chance to test themselves on the same challenging terrain that hosts the men’s Open Championship.
Beyond the course itself, the player experience has improved dramatically. Modern locker rooms, dedicated player lounges, state‑of‑the‑art practice facilities, and comprehensive media services create an environment where athletes feel valued and supported.
Davies highlighted this, noting that the combination of "great links courses, ever‑increasing prize money, and top‑notch facilities" makes the event feel special for the competitors. Television coverage has expanded in parallel with the tournament’s growth.
Sky Sports now provides extensive live broadcasting, including a three‑hour Featured Group segment during the first two rounds, giving fans deeper insight into the action. The increased visibility has helped to attract new audiences, especially as women’s sport enjoys a broader presence on television and streaming platforms. The competitive field this year is stacked with talent. British players have enjoyed recent success, with Georgia Hall’s 2018 triumph following Catriona Matthew’s 2009 victory.
Home‑grown hopefuls such as Charley Hull and rising star Lottie Woad are eager to add their names to the list of champions, while international stars like Nelly Korda aim to complete the career Grand Slam and Ha Rin Ryu pursues a third consecutive major title. Veteran players recall the stark contrast between past and present. Davies reminisced about her first Open in 1980 at Wentworth, describing empty galleries and sparse crowds.
By the time she won at Royal Birkdale in 1986, only a few hundred spectators were present on the final day. "You just can’t compare to how it is now – it has grown massively," she said. The evolution is evident not just in numbers but in the atmosphere: today’s galleries are lively, diverse, and engaged, reflecting a broader cultural shift toward supporting women’s athletics. In summary, the AIG Women’s Open has journeyed from a £500, amateur‑heavy tournament to a £1.25 million prize‑money major that commands global attention.
Its rise has been fueled by strategic sponsorship, the adoption of world‑class venues, investment in player facilities, and a surge in media coverage. As the 50th edition unfolds at Royal Lytham & St Annes, the event stands as a testament to how far women’s golf has come and a beacon for its future growth. Viewers can follow the action live throughout the week on Sky Sports, beginning with the opening round’s Featured Groups at 9 am on Thursday, followed by full coverage from 1 pm.