LPGA Tour: A New Chapter with Craig Kessler at the Helm
LPGA Tour Commissioner Craig Kessler presented a strategic vision for the future of the women’s circuit, highlighting an ambitious growth and expansion plan. Kessler, who recently took office, has implemented a renewed approach to boost the popularity and value of the LPGA Tour. The 2026 LPGA Tour schedule, featuring 31 official tournaments, is presented with a record prize fund of over $128.5 million. This significant increase in investment reflects the organization’s commitment to the growth of women’s sports. Fourteen tournaments have increased their prize money, with increments ranging from $100,000 to $2 million. Collaboration with the Ladies European Tour, funded by Golf Saudi, is another highlight. The Aramco Series at Shadow Creek in Las Vegas replaces the Match Play, and its prize money doubles, increasing from $2 million to $4 million. Kessler did not rule out the possibility of adding more Aramco Series tournaments in the future.Kessler, with only 120 days in the position, has injected energy into the circuit, meeting with players and sponsors, and building a solid leadership team. His first major initiative was a partnership with the insurer FM to improve the production of the broadcasts, which will allow the live broadcast of all tournaments in North America for the first time, along with a 50% increase in the number of cameras and shot tracking technology.“When you start an association, it’s crucial to start strong,” Kessler stated. “If we execute well, incredible possibilities open up. It’s the same here.”
Craig Kessler
Improving broadcasts is just the first step of Kessler’s “flywheel,” which includes a schedule with a better geographical distribution. The goal is to attract more fans, which in turn will boost media rights and marketing partnerships, generating a greater flow of revenue that will be reinvested in the product. The long-term plan is based on the optimization of routes, golf courses, and cash prizes. The Kessler Venn diagram, composed of three overlapping circles, considers the performance, personality, and marketing of the players, as well as their willingness to promote their own image and that of the circuit. The LPGA is finishing an unusual season in which only two players, Jeeno Thitikul and Miyuu Yamashita, have achieved more than one victory.“Being able to finally have live television and see people invest in our product is incredible,” Nelly Korda commented. “I’m excited to see where it takes us, but it all comes down to having great leadership, and that’s what we really have here at the LPGA.”
Nelly Korda
