The AIG Women’s Open began half a century ago as a modest competition, its field dominated by amateurs and a total purse of merely £500. Back then, even the professionals who entered, such as Vivien Saunders and Gwen Brandom, had to contribute their own money to the prize fund. Fast forward fifty years, and the tournament bears little resemblance to the version that Jenny Lee Smith lifted the trophy from at Fulford Golf Club in 1976.
Today it stands as one of the premier events 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). The transformation has been dramatic. After a rocky start – the event went without a sponsor until 1979 and even faced cancellation in 1983 due to funding shortfalls – it gradually found its footing.
The LPGA incorporated the tournament into its 1984 schedule, but it disappeared for another decade before returning with a succession of sponsors, including Burberry in 1985 and Weetabix from 1987 to 1993. These early partnerships helped lay the groundwork for the tournament’s eventual rise in stature.
A pivotal moment arrived in 2001 when the AIG Women’s Open was elevated to major‑championship status, replacing what is now known as the Canadian Women’s Open. This upgrade signalled to the golfing world that the event was no longer a peripheral competition but a cornerstone of women’s professional golf. In 2017, organisational responsibilities shifted from the Ladies’ Golf Union to the R&A, further aligning the tournament with the historic traditions of The Open Championship.
The modern incarnation of the tournament showcases world‑class venues that were once the exclusive domain of men’s majors. Courses such as the Old Course at St Andrews, Carnoustie, Royal Troon and, most recently, Royal Lytham & St Annes have all hosted the AIG Women’s Open.
These links‑style layouts provide a stern test of skill, strategy and mental fortitude, and they have helped attract a star‑studded field each year. This week’s 50th‑anniversary edition at Royal Lytham is expected to draw more than 50,000 spectators, a figure that eclipses attendance records set in the three preceding tournaments. The surge in prize money has been equally striking.
Since AIG became the title sponsor, the purse has more than tripled, reflecting both the growing commercial appeal of women’s golf and the sport’s expanding global audience. Players repeatedly cite the rising financial rewards as a major incentive, but they also praise the enhanced facilities that accompany the larger budgets. "When you arrive and see the player lounge, the state‑of‑the‑art practice areas and the meticulous services provided, you feel valued and cared for," noted Dame Laura Davies, a 43‑consecutive‑appearance veteran of the event. "The infrastructure makes a huge difference, and the television exposure brings fans to the galleries in unprecedented numbers." Davies, who won the championship at Royal Birkdale in 1986, reflected on the stark contrast between the early days and the present.
She recalled playing in front of just a few hundred spectators in the 1980s, compared with the bustling crowds now filling the grandstands at Royal Lytham. "It’s not an add‑on any more; it’s a stand‑alone major championship of golf and a superb event," she told Sky Sports. Her observations underscore how the tournament’s evolution mirrors broader shifts in women’s sport, where increased media coverage and sponsorship have driven fan interest and participation. The tournament’s television coverage has also expanded dramatically.
Sky Sports now provides live broadcast from Thursday through the final round, with additional Featured Group coverage delivering three extra hours of action during the first two rounds. This extensive exposure not only showcases the elite talent competing for the title—players like Nelly Korda, who is chasing a career Grand Slam, and Ha Ryu, seeking a third consecutive major—but also introduces the sport to new audiences worldwide. British players have enjoyed recent success at Royal Lytham, with Georgia Hall’s 2018 triumph following Catriona Matthew’s 2009 victory.
Emerging talents such as Charley Hull and Lottie Woad are eager to continue the home‑soil dominance. Hull, known for her powerful game, has yet to break through at the Evian Championship, but many believe her course management skills could shine on the demanding links of Lytham. Woad, praised by caddies for her steady temperament and solid play, embodies the consistency needed to contend in a major. The challenges of the Royal Lytham layout are not to be underestimated.
Davies highlighted the ferocity of the bunkers, describing them as “a nightmare” compared with those at Royal Birkdale. The deep, penal sand traps and the unpredictable coastal winds demand precise shot‑making and strategic thinking from every competitor. Looking ahead, the AIG Women’s Open is poised to continue its upward trajectory. With the backing of a global sponsor, a world‑class venue, and a prize fund that rivals the men’s majors, the tournament has cemented its place as a flagship event in women’s golf.
The combination of historic courses, cutting‑edge facilities, and ever‑growing fan engagement ensures that the AIG Women’s Open will remain a highlight of the sporting calendar for decades to come. Fans can follow every moment of the competition live on Sky Sports, with the opening round commencing Thursday at 9 am via Featured Groups and full coverage kicking in at 1 pm. As the tournament unfolds, the world will watch to see who can claim the record‑breaking £1.25 million winner’s share and etch their name alongside the legends who have shaped the event’s extraordinary journey.