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Legends of the LPGA is the official senior tour of the LPGA providing competitive opportunities for LPGA Tour professionals and eligible amateurs, age 45 and over. The tour was founded in 2000 by 25 veteran LPGA Tour professionals with the goal of continuing to showcase the talents of some of the greatest women golfers of all time.

Legends of the LPGA members, including 15 LPGA and World Golf Hall of Fame members, have combined for over 750 LPGA Tour victories including 84 major championships.

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LPGA lands Ford Championship title sponsor as women’s golf thrives

The LPGA announced a new partnership with the Ford Motor Company, as the future of women’s golf appears brighter than ever.

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The LPGA announced another massive win on Tuesday as they revealed a new title sponsor for the newly named Ford Championship next month.

The Ford Motor Company will sponsor the LPGA’s Ford Championship March 28th-31st at Seville Country Club in Gilbert, Arizona.

The deal is currently only for one year, but a longterm partnership is in the works.

“We’re still working on the final terms, but we hope to be here for a long time,” LPGA Commissioner Mollie Marcoux Samaan said.

This development is yet another sign of the growth in women’s golf.

“The money is important, but it’s more important what it symbolizes,” LPGA Commissioner Mollie Marcoux Samaan said at the announcement. “It symbolizes the growth in women’s sports. It symbolizes the value that our partners and our and our sponsors have in our women and in what we do. So we’re really lucky and fortunate to have an amazing group of sponsors and partners... who understand the unique opportunity that we have together.”

Earlier this month, it was revealed that Ally Financial and the LPGA are partnering to create the largest purse in U.S. Women’s Open history later this year.

The purse for the prestigious event will be $12 million, compared to the $5.5 million just three years ago.

With rising stars like Rose Zhang , along with superstars like Nelly Korda and Lexi Thompson, the women’s game is in a great place.

Kendall Capps is the Senior Editor of SB Nation’s Playing Through. For more golf coverage, follow us @_PlayingThrough on all major social media platforms.

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Prize Money and Sponsorships Are Growing in Women’s Golf, but Is It Enough?

Golfers will compete for a $5 million purse when the L.P.G.A.’s first major of the season begins on Thursday. But women continue to lag far behind men.

By Paul Sullivan

Brittany Lincicome started playing on the L.P.G.A. Tour in 2005, when it was a struggling endeavor with few events. Now, in her 18th season, the tour is thriving and she has no plans to retire any time soon.

“My parents had said, ‘Play 10 years and you can retire,’” Lincicome said. “Now there’s no end in sight. The prize money is out there. The purses are going up every year. It would be hard to leave. Plus, I would love to get a win and have my daughter there with me.”

Lincicome, who is pregnant with her second child, said the difference between her rookie season and today is the sponsors, who have elevated the quality of the courses the golfers play. “It’s cool to see where we came from and what direction we’re going,” she said.

Her first major victory came in 2009 at the Chevron Championship, formerly known as the ANA Inspiration and an L.P.G.A. major since 1983. This year’s tournament, which begins on Thursday and has long been associated with Dinah Shore, an actress, talk show host and early supporter of the women’s tour, will be the last to be held at the Mission Hills Country Club in Rancho Mirage, Calif.

A central part of the event has been Poppie’s Pond, where the champion, her caddie and any number of friends and family take a victory plunge adjacent to the 18th green.

Whether the pond will move to Houston, where Chevron is headquartered next year, as part of the company assuming the title sponsorship, is unclear. But, pond or not, one of the five women’s majors has a corporate sponsor to keep it going, with a purse that has increased nearly $2 million this year, to $5 million from $3.1 million.

“It’s bittersweet,” said Stacy Lewis, whose first professional victory came at the event in 2011, when Kraft Nabisco was the sponsor. “It will always have a special place for me. But as a tournament it was time. When we lost Kraft, the tour needed a lot of time bringing ANA on board. And the fan base has shrunk over the past 10 years.”

While the L.P.G.A. Tour lags behind the PGA Tour in prize money, sponsors for the best female golfers in the world have been stepping up — new deals for tournaments, money for the developmental tour and increased support for athletes who want to have families.

Purses have also risen to $90 million this year, up from $67 million in 2019.

“The purses are super important so we can have the best tournament schedule that we can put together and allow the best women in the world to reach their goals,” said Mollie Marcoux Samaan, who became the L.P.G.A. commissioner last year.

Such increases have come slowly. A decade ago, Marcoux’s predecessor, Mike Whan, now the chief executive of the U.S.G.A., encouraged players to talk about their golf, but to make sure they thanked sponsors for getting behind the tour.

In his new role, Whan has brought in ProMedica, a health care company, as the first presenting sponsor of the U.S. Women’s Open. The purse has nearly doubled, to $10 million from $5.5 million. But it wasn’t easy.

“I saw how much money the U.S.G.A. lost on the U.S. Women’s Open,” Whan said. “I could see they were doing the right thing. But they weren’t reaching out to companies that also wanted to do the right thing.”

The companies that are coming in as sponsors of the L.P.G.A. Tour are aligning their financial backing with broader diversity, equity and inclusion initiatives. KPMG was among the first to do so with its sponsorship of the Women’s P.G.A. Championship in 2014.

“We’ve more than doubled the purse since then,” said Shawn Quill, managing director and national sports industry leader at KPMG. “We’ve been able to put the L.P.G.A. players on the best courses in the world, the same ones that the men play.”

This year’s event is at Congressional Country Club, where Rory McIlroy won the men’s U.S. Open in 2011.

As a title sponsor, KPMG has not only increased the prize money, but has also added a women’s leadership summit, which focuses on C-suite executives and future leaders. “As sponsors, we saw this could be more than a hospitality event,” Quill said.

Aon, the professional services company, sponsors a season-long competition that collects the best scores on the toughest hole each week on both the PGA and L.P.G.A. tours. It made a commitment in 2019 to pay the same $1 million prize to the male and female golfers who won the challenge.

“It ties into our inclusion and diversity strategy,” said Jennifer Bell, chief executive of North America for Aon. “We also want to influence other sponsors since we’ve taken on this challenge.”

At the end of last season, Bell awarded checks to Matthew Wolff, who turned pro in 2019, is ranked 45th in the world, and has won over $7 million; and Hannah Green, who turned pro in 2018, is ranked 31st in the world, but has won just over $2 million.

“When I handed the $1 million check to Hannah Green last year, she had a smile on her face from ear to ear,” said Bell. “I said, ‘What are you going to do with it?’ She said, ‘I think I’m going to buy a home’. She still lived with her mom.”

The disparity in earnings between players on the men’s and women’s tours is enormous. Total prize money on the PGA Tour jumped to $427 million in 2022 from $367 million, a figure nearly five times that of the L.P.G.A. Tour. That has meant many top female golfers are living more modestly.

Epson America, the United States subsidiary of the Japanese printer and imaging company, has created three additional benefits for players on the Epson Tour, guaranteeing minimum tournament purses of $200,000 and awarding a $10,000 stipend to the 10 players who graduate to the L.P.G.A. each year. It has also lowered entry fees.

“They’re one of the biggest barriers,” said Meghan MacLaren, a winner on the Ladies European Tour who is now playing on the Epson Tour. “Before I add all the other stuff on, like flights, hotels, and travel, you’re looking at $10,000 for 20 events.”

Increased prize money at the top of the L.P.G.A. or Epson Tour invariably trickles down to players who finish out of contention.

“What we really liked about the sponsorship is we’re investing in the future of women’s golf,” said Keith Kratzberg, chief executive of Epson America.

Corporate sponsors have also begun promoting the values they espouse in their companies with their athletes.

When Lewis was pregnant in 2018, she worried about telling her sponsors. In the past, some sponsors hadn’t paid golfers who didn’t play a certain number of events, usually between 18 and 20 tournaments. Two of the most dominant players of their eras, Annika Sorenstam and Lorena Ochoa, both of whom were ranked No. 1 in the world, retired from golf in their primes to have children.

For Lewis, it was different. “KPMG said, ‘We’re going to pay you whether you play your 20 events or not,’” she said. “We’re going to treat you like any employee at KPMG.”

When she went public with the company’s promise, all but one of her sponsors also agreed to pay her in full.

“That set the bar for other companies,” said Gerina Piller, a 15-year tour player who often travels with her son. “It paved another way to make it possible to chase our dream and be a mom and not get stuck with the decision of, do we play or do we stay home?”

Paul Sullivan , the  Wealth Matters  columnist from 2008 to 2021, is the founder of  The Company of Dads , a work and parenting site aimed at fathers. He is also the author of  The Thin Green Line : The Money Secrets of the Super Wealthy and  Clutch : Why Some People Excel Under Pressure and Others Don’t.  @sullivanpaul More about Paul Sullivan

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LPGA Sponsors Pushing More Prize Money and Better Services for Women’s Golf

By Emily Caron

Emily Caron

Sports Business Reporter

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The fourth of the LPGA ’s five majors this season will take place this weekend in the Evian region of France, where golfers will compete for a chunk of the Amundi Evian Championship’s $6.5 million purse and its seven-figure winner’s cut. The European tournament’s prize pool is $2 million more than last year, marking a turn in the second half of a season as sponsors double down on their efforts to propel the league forward.

In 2021, the combined purse across all five LPGA majors was $23.3 million. This year’s total will top $37 million.

(This year’s U.S. Open had the largest purse among the four men’s majors at $17.5 million. The Masters and PGA Championship were $15 million apiece, and the Open Championship followed at $14 million.)

The pattern held across the remaining majors. KPMG doubled the purse for last month’s Women’s PGA Championship to $9 million; this weekend’s Amundi Evian Championship made its own $2 million bump; and the AIG Women’s Open, which increased its purse by $1.3 million to $5.8 million in 2021, added another million to the 2022 pot. That’s more than double the size of the event’s purse before AIG took over as title sponsor in 2019.

The women’s majors are finally seeing increases akin to those in men’s golf , where purses have soared in recent years.

Offering prize money to players “commensurate with their world class talent” is a goal Mollie Marcoux Samaan has had for the LPGA since becoming commissioner last summer. And while the former Princeton athletic director works in partnership with tournament sponsors to accomplish that, she also acknowledged that many of the conversations around purse increases this year have been completely partner-driven.

“Our partners are integral to everything we do from a financial standpoint,” Marcoux Samaan said in an interview. “If they’re going to put their name on an event, they want it to represent their brand. A lot of companies will say, ‘Listen, we believe in equity. We believe in women’s leadership and promoting and advancing women. And through this sponsorship , we want to put our money where our mouth is.”

The LPGA Tour is tracking toward a record $95 million purse across 33 events. It reflects the greater influx of sponsor dollars that other leagues like the WNBA and NWSL have seen as of late, repeatedly raising the expectation bar. 

There is still a ways to go to match the $427 million in official prize money to be distributed on the PGA Tour, but the message is clear: Sponsors are willing to work toward closing that gap—and not only in terms of payout.

Sponsors have joined the effort within the LPGA to enhance player experience and elevate each tournament. Playing at sites that have hosted men’s majors and bettering the broadcast slots and media coverage are part of this sponsor push, but so are less visible markers of progress, such as courtesy cars, hotel accommodations, quality food and training spaces, and even providing players with advanced analytics about their game.

“Sponsors really do act in maybe a more forthright way in terms of trying to advance and change things in the LPGA,” Shawn Quill, managing director and national sports industry leader at KPMG, said in an interview. “The LPGA desperately wants the level of their tournaments and the experience for the athletes who are a part of their association to be the absolute best it can be. And so they are thrilled when we ask the question, ‘What else can we do?’”

Though it is one of Marcoux Samaan’s goals to “provide as many of those services as we possibly can,” sponsors are often at the forefront. KPMG, for example, said it uses player input and chooses one area to focus on improving each year. That has included everything from bringing on Cadillac as the tournament’s courtesy car sponsor to reaching out to ball manufacturers to ensure players have access to their own range balls to pushing NBC to enhance its telecasts with aerial coverage and shot trackers.

“To us, it’s about small things that make the players feel that they are valued and add up to a big thing,” Quill said. “Whatever we can do to make their experience enjoyable, increase their performance, help them show what they can do, we want to do that. And those things constantly change.”

While KPMG acknowledges the payoff isn’t always strictly financial, it’s felt in player satisfaction and a hope that it’s setting the example for other sponsors in the sport.

“Now when we show up to the Women’s PGA Championship, just the way it looks from the first step on the course—it really looks like a major championship,” Swedish golfer and one-time major winner Pernilla Lindberg said last month at a media event. “It’s set up exactly the same way as you would expect a men’s major to be.”

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Study: LPGA sponsors gain up to 400% return on their investment

Total number of active brands across lpga events, official partners and athletes now more than 1,200..

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• Rolex, Aon and Epson are the most active brands across LPGA tournaments
• Lexi Thompson has more endorsement deals than any other golfer on the tour

Brands that sponsor the Ladies Professional Golf Association (LPGA) are found to have gained up to a 400 per cent return on their investment, according to a report from SponsorUnited.

The LPGA Marketing Partnerships Report for 2022/23 produced by the sponsorship data and advertising services firm found that the number of active brands across LPGA tournaments, official partners and women’s golf athletes has doubled since 2019, with the total now over 1,200. Over the same period, the number of brands partnering with LPGA Tour athletes has increased significantly by more than 1,000 per cent.

Other findings from the study revealed that LPGA tournaments had signed deals across 163 subcategories so far this year, which is slightly down on last year’s total of 165. The financial category was deemed the most active, having increased its activity by 12 per cent compared to the previous year. Other active sectors included food products, business services, consumer products and technology. Meanwhile, 83 per cent of LPGA partners were actively buying assets that promoted diversity and inclusion.

Watch brand Rolex is considered the most active brand across LPGA tournaments, ahead of Aon and Epson. In terms of most active brands that sponsored women’s golf athletes, Titleist, Callaway and Ping were ranked as the top-three. US star Lexi Thompson was deemed the most endorsed LPGA golfer with 19 deals, ahead of her compatriots Nelly Korda and Mexico’s Gaby López.

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Women’s Sport Week 2023

StreamTime | Defining digital trends in 2023 and beyond

Social posts from those playing on the tour was discovered to record an average engagement rate of 4.6 per cent, which was found to be double the average of athletes in the five major North American sports leagues. Between 2022 and 2023, female golfers playing on the circuit averaged a follower growth of 15 per cent, indicating a steady rise.

“In a year marked by intense debate on golf’s future, the LPGA has quietly capitalized on the growing interest of the sport to forge a powerful business model, resulting in substantial gains in sponsorships,” said Bob Lynch, founder and chief executive of SponsorUnited.

“This uptick is due in part to a combination of factors: the unexpected role of the pandemic in sparking global interest, the rise of expansive social content platforms for players, and the escalating interest and impact of women’s sports partnerships.”

SportsPro says…

A previous SponsorUnited study last year indicated that the LPGA has more brand deals than any other women’s sports organisation, underlining its success in attracting sponsorships for its events.

The increased number of deals has helped the tour financially, to the extent that the ongoing 2023 season features the biggest ever prize purse in the circuit’s history. Across 33 events, a total pot of US$101.4 million is on offer, while the winner of the upcoming Women’s US Open is set to earn at least a record US$11 million.

With the organisation aiming to become more digital-savvy and increase fan engagement through partnerships with the likes of Next League and Legends , it wouldn’t be surprising to see more brands strike deals with those playing on the tour or at its events.

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Nelly Korda, LPGA in prime position to lift women's golf. So far, they're whiffing.

As nelly korda continues to dominate, generating new interest in women's golf should be one of the easiest sales jobs the lpga will ever have..

Last Sunday, a peak audience of 1.9 million people tuned in to NBC and watched Nelly Korda record her fifth consecutive tournament victory at the Chevon Championship, the first major of the LPGA season. 

It’s not a Caitlin Clark rating, but for a sport that has been plagued by poor television coverage, lack of breakthrough stars and questionable management, it was one of the better days women’s golf has seen in quite some time.

In theory, the LPGA should be in prime position to reap some of the benefits being generated by the recent surge of interest in women’s sports. 

For one thing, their counterparts on the men’s tour have turned off scores of fans thanks to the interminable struggle between the PGA Tour and LIV Golf and the odious greed driving so much division and dissatisfaction. 

After years of unfairly blaming the prominence of Asian players for struggling to connect with stateside audiences, the LPGA now has a 25-year-old American from a prominent sporting family dominating the sport. 

And given that fewer than 100 days remain before the Olympics, where Korda will be defending her gold medal from Tokyo three years ago, this should be one of the easiest sales jobs women’s golf will ever have to generate real, enduring new interest in what has always been a very good and watchable product.  

The door is open. There are no excuses. The time is now. 

But is women’s golf truly ready for this moment? I’m not so sure.

Up until now, three things have been undeniably true about women’s golf and its struggle to break through outside of its small, niche fan base:

• The LPGA has failed to craft a compelling narrative for why people should watch, outside the mere fact of its existence. 
• Some of its stars, including Korda prominently, haven’t gone above and beyond to promote the game and make themselves familiar to large audiences.
• And television has struggled to give the product its due, both in terms of exposure and quality of broadcast.

The third point, in particular, was disappointing Sunday. While NBC should be given credit for putting the Chevron on its over-the-air network and not stuffing it on Peacock or the Golf Channel, it would have been jarring this weekend to flip between the LPGA and the concurrent PGA Tour event being shown on CBS. 

While the latter featured sharp graphics, high-tech camera angles and shot-tracing gizmos that are now standard in men’s golf broadcasts, the NBC coverage looked like a penny-pinching, outdated endeavor – the bare minimum to get these women on TV. 

At a time when we’re now used to a women’s basketball broadcast on ABC or ESPN looking and feeling the exact same as a men’s broadcast, it was actually jarring to turn on NBC and see something that was so technically inferior to what the same network does when it shows The Players or the U.S. Open.

And because NBC clearly didn’t devote as many camera crews as it would have for a men’s major championship, it couldn’t show much of what was happening in the groups ahead of Korda. As a result, the broadcast felt like it dragged along at a glacial pace because there just wasn’t much action in-between Korda’s shots. 

While NBC may be happy with the rating and proud of giving women’s golf an opportunity to be shown on network TV, it should be embarrassed by the way it presented the product. The magnitude of Korda’s achievement and the moment for the LPGA were simply not done proper justice.

But this is more than a television issue. 

Korda has been a potential gold mine for the LPGA ever since she won her first event at age 20 but has been known for being quite discerning about how much time she’s willing to spend doing the kind of extra promotional work that the sport badly needs. 

Whether you attribute it to her preference for privacy or wanting to focus only on the birdies and bogies, the reality is that it’s hard for women’s golf to maximize this moment when its biggest star is not known to be particularly media-friendly or willing to promote something other than her golf swing.  

It was interesting before the Chevron that Stacy Lewis, a two-time major winner, said point-blank that Korda had a responsibility to be more visible and more accessible in service of the LPGA. 

“Every week, she needs to be in here (with the media) talking about it and talking about how good she’s playing, and I don't know what that’s going to be, what that looks like for her,” Lewis said. “I've been in her shoes, I’ve been No. 1 in the world, I’ve been the top American and you’re asked to do a lot of things.

"But give the media a couple hours every week. That’s what she’s going to have to start doing. But her playing great golf, that's what pushes us more forward than anything.”

It was notable that Korda, shortly after her victory Sunday, showed up for a brief chat on the "No Laying Up" podcast that is particularly popular with younger golf fans. That was a positive step. On the other hand, it wasn't so great that Korda pulled out of this week’s JM Eagle LA Championship, citing exhaustion from winning four events in five weeks. 

While it’s hard to criticize an athlete for being cautious with their schedule and their body, it’s also true that Korda skipped the LPGA’s Asian swing in February and early March and won’t have another tournament to play until May 9. Barring an injury, there's an argument to be made that Korda should have at least tried to give it a go as the LPGA stops in the nation’s second-biggest media market.

The responsibility on star women’s athletes to both perform and promote can often seem unfair, and maybe it is. Does Scottie Scheffler get the same scrutiny for how many media and promotional commitments he takes on or which tournaments he skips?

That’s a legitimate conversation, but if the LPGA and its players aspire to capitalize on the wave of enthusiasm for women’s sports and Korda’s historic streak, they need to show more readiness than we’ve seen so far.

Korda needs to do better. The LPGA needs to do better. And television networks definitely need to do better. 

Nelly Korda enters record books with fifth straight LPGA Tour win

THE WOODLANDS, Tex. — Entering this weekend’s Chevron Championship, Nelly Korda insisted that all women’s golf needed was a stage to elevate its profile at a time of burgeoning interest in women’s sports. On one of the LPGA Tour’s biggest, the world’s top-ranked player delivered again, extending her winning streak to a record-tying five and claiming her second major championship.

With a birdie at the 18th hole Sunday, Korda shot a 3-under-par 69 in the final round at the Club at Carlton Woods to finish at 13-under 275, two strokes clear of Sweden’s Maja Stark. Korda joined Hall of Famers Nancy Lopez and Annika Sorenstam as the only players to have won five consecutive starts.

Starting the final round one stroke behind 54-hole leader Hae Ran Ryu, Korda went in front to stay thanks to a bogey-free front nine. By the time she made the turn, Korda held a three-stroke lead over Ryu and Brooke Henderson, all playing in the final group.

“It’s so hard to win out here, and I say that with all honesty that it is really, really hard to win out here,” Korda said not long after celebrating with a leap into a lake by the 18th green in a long-standing tradition at this event since it was known as the Nabisco Dinah Shore. “The competition is getting harder and harder every year. I think women’s golf is trending in a great direction, and hopefully we can showcase it to everyone as well.”

Korda’s triumph comes just weeks after former Iowa point guard Caitlin Clark, another of the most captivating draws in women’s sports, helped garner record television ratings during the NCAA tournament’s Final Four, including 18.7 million viewers for the national championship game in which the Hawkeyes lost to undefeated South Carolina .

Some of the top players on the LPGA Tour, most notably world No. 2 and 2023 Chevron champion Lilia Vu, compared the attention Korda has brought to women’s golf to what Clark did for women’s basketball. The LPGA Tour, meanwhile, has been promoting Korda as the face of the industry during a time of record payouts.

In winning her first major since the 2021 PGA Championship, Korda collected a first-place check for $1.2 million, the most in the history of the first of five majors on the LPGA Tour calendar. The total purse for the tournament stood at $7.9 million, a record for the Chevron Championship and a boost of $2.7 million from 2023 .

“It’s an amazing feeling because all the hard work and the doubt that I had in my head from 2021,” Korda said. “I worked through it, and it’s been an amazing feeling these past couple weeks knowing that I can go on this stretch and that if I stay in my bubble and I keep golf in a sense simple and let it flow, then I can have so much fun out here.”

Korda’s remarkable run comes at the same time that a fellow American is similarly dominating men’s golf. Scottie Scheffler, the world’s top-ranked man, is on the verge of winning the weather-delayed Heritage , which will give him four wins in his past five events, including the Masters . His other result: a tie for second.

Korda, 25, made it clear before the tournament that how she managed the par-5s would significantly affect her chances at the season’s first major championship. She birdied both par-5s on the front side Sunday, starting with the 490-yard fourth, where her second-shot approach landed in a green-side bunker to the left of the flagstick.

She blasted to inside of a foot for a nerve-free birdie to get to 12 under. Henderson, at the time one shot off the lead, skulled her third-shot pitch over the green and into the same bunker as Korda. She needed two shots to reach the putting surface and two-putted for a double-bogey 7.

The lead grew to three shots for Korda at the par-5 eighth, where she split the fairway but hit her approach over the green. The ball settled just off the fringe, and Korda chipped to six feet before sinking the putt for her third birdie on the front nine. Henderson made par, so Korda hit the turn firmly in command, set to become the first player to win five straight events since Sorenstam in 2004 and 2005.

“I mean, just on the run that she’s going right now, not many people have done that in our sport,” said Lauren Coughlin, a college standout at Virginia who finished tied for third in the best showing of her career.

So at peace was Korda going into the final round that she took several minutes before her tee time to interact with young autograph seekers. Then she acknowledged a line of preschool-age girls wearing pink and screaming her name as she made her way to the No. 9 tee box.

That has been Korda’s way since she joined the LPGA Tour in 2017, attracting a loyal following with her accommodating demeanor combined with power and precision on the course that has yielded 13 victories on the LPGA Tour and sponsorships with TaylorMade and Nike.

The victory was even more defining given Korda was unable to finish her third round because play was suspended because of heavy rain and lightning late Saturday. She was on the 12th green when tournament officials halted play. After waking up around 4 a.m. Sunday, Korda headed to the course to complete her third round and had a roughly two-hour wait to start her fourth.

“I’m not surprised, I will tell you,” U.S. Solheim Cup captain and 2011 Chevron champion Stacy Lewis said. “It’s very impressive. … The amount of energy it takes to do that, I thought you would’ve maybe seen a little drop in play at Match Play [two weeks ago] just getting a bit more tired, but the ball striking has always been so good for her. Short game gets a little better. The confidence to be in that position, I think that’s what you’re seeing now.”

• Nelly Korda enters record books with fifth straight LPGA Tour win 1 hour ago Nelly Korda enters record books with fifth straight LPGA Tour win 1 hour ago
• As women’s golf looks to grow, Nelly Korda is ‘kind of our Caitlin Clark’ April 17, 2024 As women’s golf looks to grow, Nelly Korda is ‘kind of our Caitlin Clark’ April 17, 2024
• Rory McIlroy says his ‘future’ is with PGA Tour after report of LIV offer April 16, 2024 Rory McIlroy says his ‘future’ is with PGA Tour after report of LIV offer April 16, 2024

Explore Topics and Trends impacting today's markets

When South Korean golfer Amy Yang won the CME Group Tour Championship on Nov. 19, she took home a $2 million prize, the highest first-place prize on the LPGA tour.

Alison Lee and Nasa Hataoka, who tied for second, each won $445,000. The big payday follows the rising popularity of women’s golf, and it’s a sign of the larger sponsor commitments supporting the earnings opportunities for professional women golfers. In 2024, the CME Group Tour Championship total purse will grow to $11 million, up from this year’s total purse of $7 million. The winner’s share will be $4 million, the biggest payout for any women’s sport.

“This is game-changing; this is groundbreaking. And we could not be more grateful and more proud of what CME has done to elevate the LPGA,” says Mollie Marcoux Samaan, LPGA Commissioner.

Terry Duffy, Chairman and Chief Executive Officer of CME Group, says the higher payout follows how the LPGA advances the game. “When you start to see progress, you want to continue to add to it. I'm seeing progress in the brand value of CME Group. We're a global company. We're in over 200 countries around the world. And I like the globalness of the LPGA Tour,” Duffy says.

Player Support Grows

The support from CME Group reflects a broader movement to both increase tournament sponsors and uplift individual golfers. That support means even lower-ranked athletes have found financial backing. According to the LPGA, 99 LPGA Tour athletes earned more than $200,000 in prize money in 2023, 22% more than in 2021, with a historic high of three players breaking the $3 million threshold. From 2021 to 2023, average income for the top 100 LPGA athletes grew 46%.

28 athletes earned more than $1 million in prize money, the most in LPGA Tour history, during the 2023 season.  On an individual level, the 50th ranked player in the world earned 38% more ($425K to $588K), and the 100th ranked player earned 47% more ($128K to $189K) from 2021 to 2023.

The increased player earnings are supported by much larger tournament purses. The LPGA full season purse grew to $108 million in 2023, up 54% from just two years earlier. Major championship purse sizes were up 80% from 2021.

“There are now many companies who realize the tremendous return on investment from being a part of the best women’s sports organization in the world,” Marcoux Samaan says.

Beyond CME Group, companies such as KPMG and Aon have also become large sponsors. Smaller companies such as Philadelphia-based law firm Cozen O’Connor now are supporting LPGA Tour athletes after having financially backed players on the PGA Tour for several years, according to the New York Times. Supporting both men and women golfers is a recent change among firms, as for years women golfers struggled for sponsors.

From Hospitality Events to Major Sponsor

CME Group has been the title sponsor of the CME Group Tour Championship and season-long Race to CME Globe, a points race, for more than a decade. The Chicago-based marketplace started its relationship with the Tour by hosting client hospitality events with LPGA Tour athletes . At the time there were only a handful of tournaments for the LPGA. “We wanted to get in on the ground floor and we thought it was really dynamic,” Duffy says.

"CME has been investing in us for over a decade. They’ve been leading the charge, they’ve been innovative. They realize how valuable this investment can be,” says Marcoux Samaan.

Duffy adds that next year’s record purse and top prize for the Tour Championship benefit more than just player compensation. “Both of these developments will make our event even more exciting for the players and spectators, while bringing more parity to the game," he says.

Sarah Kemp, an LPGA Tour athlete sponsored by CME,  says the sponsorship commitment from CME makes a difference. “CME has done so much for women’s golf. More investment from sponsors helps level the playing field for women’s golf and brings more visibility to our game. We’re playing for more money than we ever have and it is continuing to grow thanks to CME,” she says.

"We’re playing for more money than we ever have."

— Sarah Kemp, LPGA Tour pro

Sponsorship impact.

A report from SponsorUnited says brands that sponsor the LPGA received up to a 400% return on their investment. In its LPGA Marketing Partnerships Report for 2022/23, the sponsorship data and advertising services firm found there are now over 1,200 active brands involved across LPGA tournaments, double from 2019.

LPGA Tour athletes also saw an average engagement rate of 4.6% on their social media posts, double the average of athletes in the five major North American sports leagues, the report adds. Between 2022 and 2023, female golfers competing on the circuit averaged a follower growth of 15%.

Keith Karem, senior vice president of marketing at KemperSports, a golf course and hospitality management company, says the growth of women playing the game and increasing sponsorships are intertwined.

“Sponsorship brands realize women are playing golf, they're watching golf as a result and they want to learn how to play,” Karem says. “You are also getting a very targeted audience when you sponsor the LPGA, which allows brands to spend their sponsor dollars most efficiently.”

Karem also applauds how the LPGA has made women's golf enticing to both viewers and brand sponsors.

“The LPGA has done a better job of growing the visibility of the Tour. It's easier to find women's golf on television; it is an incredibly compelling game.”

The CME Group Tour Championship expanded media coverage from recent years as well, with the first three rounds televised on Golf Channel and the final round on NBC. The tournament could also be streamed on various platforms. Altogether it reached 8.9 million viewers across linear television, streaming, social and web platforms, up from 4.7 million in 2022.

It follows a string of media success for the LPGA, which routinely set records for TV viewership in 2023. At least 11 tournaments aired on major broadcast networks during the year, and those reached 4-5 times the viewership of tournaments that aired on cable.

Interest in golf is likely to only grow. The National Golf Foundation says the most notable U.S. participation gains are with women and people of color, and more young people are picking up clubs. The foundation showed in the past three years 36% of participants are under age 18.

As the popularity of women’s golf grows, Marcoux Samaan hopes it leads to greater visibility for the athletes.

“I’d like to see over the next five to 10 years that our athletes are household names. These are the best in the world and people should know about their great talents and the work they do off the golf course.”

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TV Times: How to Watch the Zurich Classic, LPGA in L.A., LIV Golf Adelaide

Here is how to watch the PGA Tour, LPGA Tour, LIV Golf, DP World Tour, Korn Ferry Tour and PGA Tour Champions every week.

• Author: John Schwarb

PGA Tour: Zurich Classic of New Orleans

Site: Avondale, Louisiana.

Course: TPC Louisiana. Yardage: 7,425. Par: 72.

Field: 80 two-man teams .

Prize money: $8.9 million. Winner’s share: $1.286 million for each player.

Television: Thursday-Friday, 3:30-6:30 p.m. (Golf Channel); Saturday-Sunday, 1-3 p.m. (Golf Channel), 3-6 p.m. (CBS).

Defending champions: Davis Riley and Nick Hardy.

FedEx Cup leader: Scottie Scheffler.

Last week: Scottie Scheffler won the RBC Heritage.

Notes: This is the PGA Tour’s only team event, with two rounds of fourballs and two rounds of foursomes. ... The winners do not get world ranking points or a Masters invitation. ... Rory McIlroy is playing for the first time, partnering with Shane Lowry. Friends since their youth, they have played only one Ryder Cup match together. ... The field includes three sets of brothers, two of them twins — Parker and Pierceson Coody, and Rasmus and Nicolai Hojgaard. The other set is Matt and Alex Fitzpatrick. ... Patrick Cantlay and Xander Schauffele are the only team where both players are ranked in the top 10. They won the Zurich Classic two years ago. ... Ryder Cup captain Luke Donald is playing with Francesco Molinari, one of his assistant captains in Rome. ... Steve Stricker is making a rare appearance on the PGA Tour. Stricker won the Charles Schwab Cup last year on the PGA Tour Champions. He is playing with Matt Kuchar.

GCSAA Fact Sheet: Click here .

Next week: AT&T Byron Nelson.

Online:  https://www.pgatour.com/

LPGA Tour: JM Eagle LA Championship

Site: Los Angeles.

Course: Wilshire GC. Yardage: 6,258. Par: 71.

Prize money: $3.75 million. Winner’s share: $562,500.

Television: Thursday-Friday, 6:30-9:30 p.m. (Golf Channel); Saturday-Sunday, 6-9 p.m. (Golf Channel).

Defending champion: Hannah Green.

Race to CME Globe leader: Nelly Korda.

Last week: Nelly Korda won The Chevron Championship.

Notes: Nelly Korda withdrew from the tournament coming off winning her second major and fifth win in a row. ... The prize money was raised to $3.75 million and the sponsors are paying for players’ hotels. It still attracted only six of the top 10 in the world. ... Among those not playing are Lydia Ko and Lilia Vu, who withdrew last week with injury. ... Patty Tavatanakit and Alison Lee are among those who played college golf nearby at UCLA. ... Paula Creamer is in the field based on being in the top 20 on the LPGA career money list. ... This is the second LPGA event in the Los Angeles area in the last five weeks. Korda won the Fir Hills Seri Pak Championship down the coast at Palos Verdes Estates. ... Rose Zhang is coming off a missed cut in the first LPGA major of the year. ... Lexi Thompson, who has not won in five years and is coming off a missed cut in the Chevron Championship, is not in the field.

Next tournament: Cognizant Founders Cup on May 9-12.

Online:  https://www.lpga.com/

LIV Golf League: LIV Golf Adelaide

Site: Adelaide, Australia.

Course: The Grange GC. Yardage: 6,946. Par: 72.

Prize money: $20 million. Winner’s share: $4 million.

Television: Thursday-Saturday, 9:30 p.m. to 2:30 a.m. (CW app). Saturday-Sunday, 1-6 p.m. (CW Network-tape delay).

Defending champion: Talor Gooch.

Points leader: Joaquin Niemann.

Last tournament: Dean Burmester won LIV Golf Miami.

Notes: LIV Golf’s tournament in Adelaide last year featured one of the largest galleries of the year. ... LIV Golf Adelaide is where Talor Gooch won the first of his three titles last season. He is not in the field for any of the majors this year. ... LIV Golf had three players finish among the top 10 in the Masters. Cameron Smith and Bryson DeChambeau tied for sixth, and Tyrrell Hatton tied for ninth. ... Jon Rahm has yet to win since joining LIV in December. Rahm’s last victory was the Masters a year ago. ... Dustin Johnson, who won LIV Golf Las Vegas in early February, has missed the cut in his last two majors. Joaquin Niemann remains the points leader this year based on his two LIV titles. He made the cut in the Masters and already has received an exemption to play in the PGA Championship. ... Peter Uihlein began his three-week swing by playing the Saudi Open last week. He shot 66-63 on the weekend to finish third.

Next week: LIV Golf Singapore.

Online:   https://www.livgolf.com/

DP World Tour and Japan Golf Tour: ISPS Handa Championship

Site: Gotemba, Japan.

Course: Taiheiyo Club. Yardage: 7,262. Par: 70.

Prize money: $2.25 million. Winner’s share: $375,000.

Television: Wednesday-Thursday, 11 p.m. to 4 a.m. (Golf Channel); Saturday-Sunday, 11 p.m. to 3:30 a.m. (Golf Channel).

Previous winner: Lucas Herbert.

Race to Dubai leader: Rory McIlroy.

Last tournament: Scottie Scheffler won the Masters.

Notes: This is the second year of a European tour co-sanctioned event with the Japan Golf Tour in Japan. ... The tournament is the third of four events in the Asian Swing. The winner of this series gets a $200,000 bonus, and the top three get spots in the PGA Championship at Valhalla next month. ... The field includes Matthieu Pavon of France and Christiaan Bezuidenhout of South Africa. Both played in the RBC Heritage at Hilton Head last week. ... Keita Nakajima makes his first start since winning the Hero Indian Open for his first European tour victory. ... Kazuma Kobori received a sponsor exemption. The 22-year-old was born in Japan and plays under the New Zealand flag. He has three wins this year on the PGA Tour of Australasia. ... The field includes most of the rising Japanese stars, such as Nakajima, Takumi Kanaya and Taiga Semikawa. ... Lucas Herbert is not defending his title because he is with LIV Golf in Australia.

Next week: Volvo China Open.

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Online:  https://www.europeantour.com/dpworld-tour/  and  https://www.jgto.org/en/

PGA Tour Champions: Mitsubishi Electric Classic

Site: Duluth, Georgia.

Course: TPC Sugarloaf. Yardage: 7,179. Par: 72.

Prize money: $2 million. Winner’s share: $300,000.

Television: Friday, noon to 3 p.m. (Golf Channel); Saturday-Sunday, 3-6 p.m. (Golf Channel).

Defending champion: Stephen Ames.

Charles Schwab Cup leader: Steven Alker.

Last week: Paul Broadhurst won the Invited Celebrity Classic.

Notes: Paul Broadhurst became the seventh winner in the seven tournaments on the PGA Tour Champions this year. ... Steven Alker returns to action after taking last week off. ... Ricardo Gonzalez is the only first-time winner on the PGA Tour Champions this year. ... Broadhurst (58) became the third player 58 or older to win this year. He joins Stephen Ames (Chubb Classic) and Joe Durant (Cologuard Classic), both of whom are 59. ... The seven winners on the PGA Tour Champions come from seven countries — New Zealand, Canada, England, United States, Argentina, South Africa and Ireland. ... Thomas Bjorn has been a runner-up and tied for third in his two starts on the PGA Tour Champions this year. ... One week after Vijay Singh made his 20th cut at the Masters, the 61-year-old tied for sixth in the Invited Celebrity Classic. ... The TPC Sugarloaf hosted a PGA Tour event until 2007.

Next week: Insperity Invitational.

Online:  https://www.pgatour.com/pgatour-champions

Korn Ferry Tour: Veritex Bank Championship

Site: Arlington, Texas.

Course: Texas Rangers GC. Yardage: 7,010. Par: 71.

Prize money: $1 million. Winner’s share: $180,000.

Television: None.

Defending champion: Spencer Levin.

Points leader: Steven Fisk.

Last week: Tim Widing won the Lecom Suncoast Classic.

Next tournament: AdventHealth Championship on May 16-19.

Online:  https://www.pgatour.com/korn-ferry-tour

Other Tours

PGA of America: PGA Professional Championship, Fields Ranch at PGA (East and West), Frisco, Texas. Defending champion: Braden Shattuck. Television: Tuesday, 5-8 p.m. (Golf Channel); Wednesday, 4-7 p.m. (Golf Channel). Online:  https://www.pga.com/

Epson Tour: IOA Championship, Morongo GC at Tukwet Canyon, Beaumont, California. Defending champion: Miranda Wang. Online:  https://www.epsontour.com/

Challenge Tour: UAE Challenge, Saadiyat Beach GC, Abu Dhabi, United Arab Emirates. Previous winner: Maximilian Rottluff. Online:  https://www.europeantour.com/challenge-tour/

Ladies European Tour: Investec South African Women’s Open, Erinvale Country and Golf Estate, Somerset West, South Africa. Previous winner: Ashleigh Buhai. Online:  https://ladieseuropeantour.com/

PGA Tour Americas: Diners Club Peru Open, Los Inkas GC, Lima, Peru. Previous winner: Marcos Montenegro. Online:  https://www.pgatour.com/americas

Japan LPGA: Panasonic Open, Hamano GC, Chiba, Japan. Defending champion: Lala Anai. Online:  https://www.lpga.or.jp/en/

Korea LPGA: KLPGA Championship, Lakewood CC, Yangju, South Korea. Defending champion: Dayeon Lee. Online:  https://klpga.co.kr/

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New Golf Academy at Moscow’s Olympic Stadium

8.04am 16th March 2011 - Course Development - This story was updated on Sunday, May 15th, 2011

Thomson Perrett & Lobb, the golf course design practice founded by five-times Open Champion Peter Thomson with partners Ross Perrett and Tim Lobb, has announced work will commence on the new golf academy at Moscow’s Luzhniki Olympic Complex in the spring.

The golf academy will feature an innovative 9-hole par-3 golf course design, with six of the holes sharing two large splash-shaped greens, a driving range and a practice putting area plus a spacious clubhouse with indoor golf simulators.

TPL principal Tim Lobb said: “To be working on a project that will add another dimension to an already huge sporting complex, and at a venue that could also host some of the games during the 2018 FIFA World Cup, is hugely exciting.

“We’ve concentrated on creating a golf facility that will be fun for all the family, and enable the people of Moscow to experience and learn to play golf in a relaxed environment that everyone can enjoy.”

The golf academy is an important development for both Russia and its capital city. It is the closest golf facility to the city centre and further enhances the Luzhniki Complex, which played host to the Olympics in 1980, already boasts facilities for more than 40 different sports and attracts five million visits per year.

“TPL has an excellent understanding of designing golf experiences that appeal to players in new markets, and I’m confident we will create an academy that compliments existing sporting facilities on site and showcases golf to this emerging market,” added Tim.

Dimitry Aleshin, Deputy Director of Development and Commercial Affairs of the Luzhniki Olympic Complex, said: “TPL’s design will create a welcome addition to the sporting facilities at the Luzhniki Complex. As Moscow’s first city centre golf academy I’m certain it will be well received and encourage more people to take up the sport.”

For further information about the Luzhniki Olympic Complex project and other TPL projects around the world, visit the company’s website at www.tpl.eu.com

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 The only one 5-star golf resort in the Moscow region

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This classification is inspired by UEFA coefficients and allows to rank the European championships by basing itself on the results of the last 5 seasons of the field hockey European Cups : Men's Euro Hockey League.

Latest update: 2022-02-21

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Behind the Leaderboard – The Chevron Championship

Bunched leaderboard means a hollywood ending in store at wilshire.

• chevron-championship

She couldn’t do it again, could she?

We ended Sunday learning Nelly has air-tight cannonball form.

Korda started the Sunday marathon at The Club at Carlton Woods with less-than 33% win probability according to KPMG Performance Insights. Her dramatic chip-in at No. 10 pushed that number over 90% and would never look back.

Korda’s Historic Brilliance

During her streak, Korda is gaining an absurd 3.60 strokes per round on the competition, and that doesn’t even include her three match-play victories in Las Vegas. She has made birdie or eagle on 28.7% of her total holes played and is 46-under on par 5s. When she has hit the fairway on a par 4 or 5, she has gone on to hit the green in regulation a ridiculous 86% of the time. At Carlton Woods, she only missed five of 42 greens all week after hitting the fairway.

Korda was excellent through the bag in her victory, ranking third in strokes gained tee-to-green, fourth around the green, sixth off the tee and 12th in putting. Her lead over second-ranked Lydia Ko in strokes gained total per round this season is now larger than the gap between Ko and the 13th-best player in that metric.

In what will be horrifying news for her fellow competitors, Korda still has room to get even better. This season, she has one of the lowest putt make percentages from 5 to 10 feet among qualified players. There are six players on the LPGA Tour this season making a higher rate of birdie opportunities than Korda is. She ranks 102nd on Tour in one-putts per round. Her ball-striking prowess is such that she easily overcomes a miscue or two per round on the greens.

Korda has tied the record for most consecutive victories in LPGA Tour history with five, matching the historic runs of Nancy Lopez in 1978 and Annika Sorenstam in late 2004 into 2005. In her next tournament, Korda will have an opportunity to do what no player has accomplished in LPGA history by winning a sixth start in a row. Neither Lopez nor Sorenstam finished in the top 10 the week they went for number six: Lopez finished tied for 13th at the 1978 Lady Keystone Open, while Sorenstam finished T12 at Kingsmill.

Only once in the previous seven LPGA Tour seasons was there an instance of a player winning five or more times in an entire season – Jin Young Ko, who had five victories in 2021. No American player had won five or more times in a single LPGA Tour season since Juli Inkster in 1999. Korda did both of those things in a span of just five tournaments.

No American player has won six times in a single LPGA Tour season since Beth Daniel racked up seven victories in 1990, eight years before Korda was born. The superlatives are seemingly endless, and with so much golf left on the schedule this year, one must wonder how high her star will ascend before 2024 is completed. Just 25, Korda is the youngest American player to win multiple majors since Inkster in 1984.

Coughlin’s Breakthrough

Before last week, Lauren Coughlin had a career scoring average in major championships of 73.4. While she undoubtedly was under the radar as a possible contender, several of her underlying statistics suggested that a big week was on the horizon.

KPMG Performance Insights provide a deeper understanding of the number of improvements in Coughlin’s game. She entered last week up 16 spots this season compared to 2023 in strokes gained total, 29 spots in strokes gained tee to green, and a whopping 76 spots in strokes gained putting. Though she didn’t yet have a top-five finish on the season, Coughlin had gained more than a stroke with her ball striking in almost half of her rounds played.

In Houston, Coughlin put everything together, gaining more than six strokes on the field in both round one and round four. In the final round, she gained strokes in every facet of her game, showcasing the improvements those statistics suggested. Coughlin’s tie for third place moved her into ninth in the U.S. Solheim Cup standings.

Third Round to Remember

The round of the week belonged to Brooke Henderson, whose lightning-interrupted 64 wrapped up with one last hole on Sunday morning. Henderson gained more than 7.5 shots on the competition in the round, by far her most to date in 2024. In rounds one and two, the Canadian star made a combined 107 feet of putts. She made an astronomical 139 feet worth in round three.

Henderson already has more top-10 finishes this season (five) than she did in all of 2023 on the LPGA Tour. She is one of just three players averaging two or more strokes gained per round in 2024, alongside Korda and Lydia Ko. She has had more rounds this year where she was five or more strokes better than the field (four) than she has rounds where she lost strokes (three).

Off the tee, Henderson’s incremental improvements have started to add up. Henderson is hitting the fairway at a 4% higher rate than last year yet has not sacrificed any length with driver. That has led to her gaining 0.74 strokes off the tee per round this season, more than doubling what she did in 2023 and ninth best of any player on the LPGA Tour.

If anybody is going to stop Nelly Korda next month at Lancaster Country Club, Henderson is as good a candidate as any. The U.S. Women’s Open begins on May 30.

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