LPGA on the Rise: New Commissioner and Record-Breaking Million-Dollar Purses

LPGA Tour: A Promising Future Under the Direction of Craig Kessler

LPGA Tour commissioner Craig Kessler presented an ambitious plan for the future of the competition, focusing on the growth and expansion of women’s golf. Kessler, who took office just over 100 days ago, has implemented a strategy that seeks to capitalize on the growing interest in women’s sports. His plan includes a renewed tournament calendar and a significant increase in prize money.

Tournament Calendar and Prize Pool Increase

The 2026 calendar will feature 31 official tournaments and a record prize pool of over $128.5 million. Fourteen of these tournaments have increased their prize money, with increases ranging from $100,000 to $2 million. In addition, the LPGA Tour has collaborated with the Ladies European Tour on an event funded by Golf Saudi. The Aramco Series at Shadow Creek, Las Vegas, will replace the Match Play, and its prize money will increase from $2 million to $4 million. Kessler did not rule out the possibility of adding more Aramco Series tournaments.

When an association begins, it’s important to start strong. If executed well, it opens up possibilities for incredible things. It’s the same here.

Craig Kessler, LPGA Tour Commissioner

Improvements in Kessler’s Transmission and “Flywheel”

One of Kessler’s first actions was to establish a partnership with FM to improve the production of broadcasts. This will allow all tournaments in North America to be broadcast live, along with a 50% increase in the number of cameras and shot tracking technology. This advance is part of Kessler’s “flywheel”, which also includes a calendar 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 to reinvest in the product.

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

Nelly Korda

The long-term plan focuses on optimizing tournament routes, golf courses, and prize money.

The Kessler Venn Diagram and Player Commitment

Kessler’s strategy is based on a Venn diagram that includes three key elements: performance, personality, and marketability. She also emphasizes the importance of players promoting themselves and the tour. Kessler has had two meetings with the players, where he requested their commitment. The response was positive, with almost all the players expressing their support. The LPGA is concluding an unusual season in which only two players have won more than one tournament. Despite a standout season, even Korda’s performance hasn’t managed to generate a greater impact for the LPGA. Kessler is aware of the challenges and the need for differentiation in the competitive world of entertainment.