LPGA Tour: A New Chapter with Craig Kessler at the Helm
LPGA Tour commissioner Craig Kessler presented an ambitious plan for the future of the tour, highlighting the “flywheel” concept and its “Venn diagram” as fundamental pillars for driving the growth of women’s sports. The 2026 calendar is already defined and promises a significant increase in investment and visibility. The LPGA Tour will feature 31 official tournaments, backed by a record prize fund of more than $128.5 million dollars. In addition, fourteen tournaments have increased their prize money, with increases ranging from $100,000 to $2 million. The tour has also established a collaboration with the Ladies European Tour, funded by Golf Saudi. The Aramco Series at Shadow Creek, Las Vegas, replaces the Match Play, and the prize money increases from $2 million to $4 million. Kessler did not rule out the possibility of adding more Aramco series tournaments.Kessler, who took office just 120 days ago, has injected a great energy into the tour, meeting with players and sponsors, and building a solid leadership team. His first major initiative was a partnership with the insurer FM to significantly improve the production of broadcasts, which will allow the live broadcast of all tournaments in North America, 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 commented. “If the execution is good, doors open to incredible opportunities. The same thing happens here.”
Craig Kessler, LPGA Tour Commissioner
Improving broadcasts is the first phase of Kessler’s “flywheel”, which also includes a schedule with 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.“It’s incredible that we can finally have live television and that people are investing in our product,” said Nelly Korda. “I’m eager to see where it will take us, but it all comes down to having great leadership, and that’s exactly what we have here at the LPGA.”
Nelly Korda
Despite the short time since he took office, the schedule closely resembles that of the previous year. Kessler has scheduled the two Michigan tournaments in consecutive weeks in June, before the KPMG Women’s PGA in Minnesota. The Asian tour at the beginning and end of the season is also maintained. The long-term plan is based on the organization of tournaments, golf courses, and financial endowment.“We are, in a way, a growth stock or a discounted stock. If I were an investor considering partnering with the LPGA, this is the time,” Kessler added. “We haven’t had our breakthrough moment yet. And if as a company looking to support an organization as remarkable as this I had the opportunity to do so, now would be the time.”
Craig Kessler, LPGA Tour Commissioner
Your Venn diagram, composed of three overlapping circles, considers performance, personality, and marketing, as well as the players’ willingness to promote themselves and the tour. Kessler has held two meetings with the players, in which he has asked them to play their part.“I hope the LPGA is quickly perceived as one of the best partners in all sports,” Kessler expressed. “We deliver on what we promise, and we will have to take that into account as we make what we believe is the optimal schedule a reality.”
Craig Kessler, LPGA Tour Commissioner
The LPGA is finishing an unusual season in which only two players, Jeeno Thitikul and Miyuu Yamashita, have won more than once. Korda has not achieved victories after securing seven titles the previous year, but even her outstanding season has failed to boost the popularity of the LPGA. There is energy and optimism, although Kessler is aware that there is still a long way to go.“In the end, I asked: ‘Who’s in?’ And practically every hand in the room went up,” he revealed. “Now it’s up to us to make it happen.”
Craig Kessler, LPGA Tour Commissioner
“We compete in the attention economy. Not just against other sports,” Kessler explained. “Anything that has the potential to capture a fan’s attention, we compete against that. Therefore, our job is to differentiate ourselves, be interesting, and capture the attention of fans in every possible way.”
Craig Kessler, LPGA Tour Commissioner
