LPGA: New Commissioner Drives Growth with Larger Prize Pool

The LPGA Tour commissioner, Craig Kessler, presented a strategic vision for the future of women’s golf, revealing the 2026 schedule and outlining a plan to capitalize on the growing interest in women’s sports. The LPGA’s 2026 schedule will include 31 official tournaments with a record prize fund exceeding $128.5 million. Highlighting the commitment to growth, fourteen tournaments increased their prize money, with increments ranging from $100,000 to $2 million. In addition, the LPGA has co-sanctioned a Ladies European Tour event, funded by Golf Saudi. The Aramco Series at Shadow Creek, Las Vegas, replaces the Match Play, and its prize money increases from $2 million to $4 million. Kessler did not rule out the possibility of more Aramco Series tournaments.

When starting an association, it’s crucial to start strong. If the execution is good, incredible possibilities open up. The same happens here.

Craig Kessler

Kessler, who took office just 120 days ago after his time as chief operating officer of the PGA of America, has driven a renewed energy by meeting with players and sponsors, as well as building a strong leadership team. One of Kessler’s first important steps was to establish a partnership with the insurer FM to significantly improve the production of the broadcasts. This will allow all tournaments in North America to be broadcast live for the first time, along with a 50% increase in the number of cameras and shot tracking technology.

For us, finally having the opportunity to have live television and see people invest in our product is amazing. I can’t wait to see where it takes us, but it all comes down to having great leadership, and that’s exactly what we have here at the LPGA.

Nelly Korda

This improvement in broadcasts is the first phase of Kessler’s strategic plan, 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 more robust cash flow that will be reinvested in the product.

We are still, let’s say it however we want, a growth stock or a discounted stock. If I were an investor considering partnering with the LPGA, now would be the time. We haven’t had our breakthrough moment yet. And if I, as a company looking to support an organization as remarkable as this, had the opportunity to do so, now would be the time.

Craig Kessler

Despite the short time since he took office in the summer, the schedule resembles that of the previous year. Kessler scheduled the two Michigan tournaments in consecutive weeks in June, before the KPMG Women’s PGA in Minnesota. Again, there will be a tour of Asia at the beginning and end of the season.

La LPGA está finalizando una temporada inusual en la que solo dos jugadoras, Jeeno Thitikul y Miyuu Yamashita, han logrado más de una victoria. A pesar de una temporada destacada, Korda no ha conseguido ninguna victoria este año, lo que subraya los desafíos que enfrenta la LPGA para ganar mayor reconocimiento.

There is an atmosphere of energy and optimism, although Kessler is aware that there is a long way to go.Craig KesslerThe LPGA is concluding an unusual season in which only two players, Jeeno Thitikul and Miyuu Yamashita, have achieved more than one victory. Despite a standout season, Korda has not secured any victories this year, which underscores the challenges the LPGA faces in gaining greater recognition.Craig KesslerKessler reported that he has held two meetings with the players, in which he emphasized the importance of their active participation.Craig KesslerThe LPGA is concluding an unusual season in which only two players, Jeeno Thitikul and Miyuu Yamashita, have achieved more than one victory. Despite an outstanding season, Korda has not achieved any victories this year, which underlines the challenges the LPGA faces in gaining greater recognition.Craig KesslerThe long-term plan is based on the optimization of routes, golf courses, and cash prizes.Craig KesslerThe Kessler “Venn diagram”, composed of three overlapping circles, represents performance, personality, and marketability, along with the players’ willingness to promote both their personal image and that of the circuit. Kessler reported that he has held two meetings with the players, in which he emphasized the importance of their active participation.Craig KesslerThe LPGA is concluding an unusual season in which only two players, Jeeno Thitikul and Miyuu Yamashita, have achieved more than one victory. Despite a standout season, Korda has not secured any victories this year, which underscores the challenges the LPGA faces in gaining greater recognition.Craig Kessler