Fifty years ago the AIG Women’s Open was a modest affair, largely populated by amateurs and backed by a total prize fund of just £500. The inaugural tournament, held at Fulford Golf Club, was a far‑cry from today’s spectacle; even the professionals who competed, such as Vivien Saunders and Gwen Brandom, had to chip in their own money to keep the purse afloat.
Fast forward half a century, and the event has transformed into one of the premier fixtures on the global golf calendar, boasting a $10 million (£7.5 million) total purse and a winner’s share of $1.5 million (£1.25 million). This dramatic shift reflects not only the growth of women’s golf but also the increasing commercial appeal and organisational sophistication of the tournament.
The early years were anything but smooth. After its launch, the championship struggled to secure a sponsor; it was not until 1979 that a backer stepped forward. Even then, the tournament faced venue challenges, and in 1983 the event was cancelled outright because of insufficient funding, casting doubt on its future. It wasn’t until the late 1980s, with sponsors such as Burberry and later Weetabix, that the Open began to gain a foothold.
The LPGA incorporated the tournament into its schedule in 1984, but after a brief appearance it disappeared again for a decade, underscoring the uphill battle the event faced in establishing credibility. The turning point arrived in 2001 when the AIG Women’s Open was elevated to major‑championship status, replacing the then‑Canadian Women’s Open on the major roster. This recognition brought a surge of media attention, higher stakes, and a more robust organisational framework.
In 2017 the R&A assumed direct control from the Ladies’ Golf Union, aligning the event with the same governing body that oversees The Open Championship. This partnership unlocked access to world‑class links courses such as St Andrews, Carnoustie and Royal Troon, venues that had previously been the exclusive domain of men’s majors. Today, the tournament is staged at iconic locations, with the 50th‑anniversary edition returning to Royal Lytham & St Annes.
The venue is expected to welcome over 50,000 spectators throughout the week, a figure that eclipses attendance records set in the three preceding editions. The surge in fan interest mirrors the broader rise of women’s sport on television; more viewers mean larger galleries, and the atmosphere at Royal Lytham is described by veteran champion Dame Laura Davies as "fiery" and "unrecognisable" compared with the modest crowds of the 1980s.
Davies, who holds the record for 43 consecutive appearances at the Open, summed up the transformation: "It’s not an add‑on anymore, it’s a stand‑alone major championship of golf and it’s a superb event." Her sentiment captures the sentiment shared by players and officials alike. The tournament now offers state‑of‑the‑art player lounges, dedicated medical facilities, and a comprehensive support infrastructure that makes competitors feel valued and cared for. These enhancements, coupled with ever‑increasing prize money, have turned the AIG Women’s Open into a career‑defining target for the world’s elite. The financial growth is staggering.
When AIG took over title sponsorship, the prize fund was modest; today it has more than tripled, reflecting both the sponsor’s commitment and the market’s appetite for high‑profile women’s golf. The winner’s share of £1.25 million is comparable to many men’s tournaments, signaling parity in reward for performance. This financial incentive, combined with the prestige of a major title, attracts a star‑studded field each year.
This week’s lineup includes Nelly Korda, who is chasing a career Grand Slam, and Ha Rin Ryu, aiming for a third consecutive major. Their participation underscores the tournament’s status as the final women’s major of the season.
British talent also features prominently. The last two champions on the Royal Lytham links were home‑grown: Georgia Hall in 2018 and Catriona Matthew in 2009. Emerging players such as Charley Hull and Lottie Woad are eager to continue the domestic success story, each bringing a distinct style. Hull’s strategic course management and Woad’s steady temperament have drawn praise from caddies who have worked on adjacent men’s Open venues, noting the heightened difficulty of Lytham’s bunkers compared with Royal Birkdale.
Beyond the competition itself, the tournament’s media coverage has expanded dramatically. Sky Sports provides live broadcast from Thursday onward, with featured group coverage offering three extra hours of action during the first two rounds. This increased exposure not only benefits the players but also fuels fan engagement, as viewers can follow every swing, putt and strategic decision in real time. The integration of digital platforms, such as Sky Sports’ WhatsApp updates, ensures that fans receive the latest news, videos and analysis at their fingertips.
Looking ahead, the AIG Women’s Open appears poised for continued growth. The combination of historic venues, lucrative prize money, world‑class facilities and a global broadcast platform creates a virtuous cycle that attracts top talent, sponsors and spectators alike. As women’s golf continues to gain momentum, the Open will likely remain a benchmark for excellence, inspiring future generations of players and fans.
Whether you are a seasoned follower of the sport or a newcomer drawn by the spectacle, the tournament offers a compelling narrative of perseverance, evolution and triumph that resonates far beyond the fairways of Royal Lytham & St Annes.