The AIG Women’s Open celebrates its 50th birthday this summer, and the most generous gifts are heading the way of the players thanks to an increased prize fund of $10m.
That is a threefold increase since AIG took over title sponsorship in the aftermath of the R&A assuming full control of the tournament.
While the event has long been the highlight of the domestic women’s golf season, only recently has that become true for the players on a global basis.
Indeed, the Women’s British Open, as it was previously known, was not even regarded as a major in its early days.
What the R&A’s involvement has changed is, firstly, perception: around the world, they are a known entity in golf and a respected one.
Allied with AIG’s financial support, they have been able to accelerate the growth of what remains to this day a loss-making tournament.
“The growth, investment and level of enhancement of this championship simply would not have been possible without the partnership in place,” said Mark Darbon, Chief Executive of the R&A. “The best relationships in sports are rooted in shared values and shared ambition. Collectively, we’ve had a particular focus on three areas around the AIG Women’s Open.
“Firstly, playing this event at the very best courses to provide a wonderful stage for the world’s very best female athletes.
“Secondly, elevating all aspects of the player experience around the week of our championship.
“Thirdly, growing the audience which follows the AIG Women’s Open in person and across our digital and broadcast channels. In doing so, our intent has been to elevate the women’s game more broadly,” said Darbon.
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In 2009, Catriona Matthew won the event at this summer’s venue, Royal Lytham & St Annes. As well as being a past champion, she has also played in the event through many of its incarnations and seen first-hand how it has developed into the championship it is today.
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For her, the most significant change has been the venues.
Following July and August’s visit to Lytham, the AIG Women’s Open will be played for the first time at Royal St George’s in 2027.
And a year after that, Sunningdale’s Old Course will host for the first time since 2008.
“For me, for this event, I think it would be the venue,” said Matthew. “I think when they first started, 10 or 12 years ago, going to the Open rota venues, I think that elevated the event to another level, especially for the international players coming.”
The organisers expect in excess of 50,000 spectators to visit Lytham in the summer, and while that figure still pales in comparison to the 300,000 who will be down the coast at Royal Birkdale a few weeks earlier, it still represents a huge leap forward in scale.
“This year is a particularly special one as we celebrate the 50th edition of the AIG Women’s Open,” said Darbon. “It’s a moment to reflect on a championship that has consistently pushed forward, driven by players who dare to compete, to win, and to redefine what’s possible in women’s golf.”
That includes the huge and ongoing increases in the prize fund, especially given the championship continues to make a loss each year. Georgia Hall triumphed at Royal Lytham & St Annes in 2018, with a total prize fund of $3.25 million, the year prior to The R&A and AIG partnership. Since then, the purse has more than trebled in the eight years.
“This is the sixth consecutive year of growth and another clear signal of our commitment alongside AIG to continue to elevate the championship on the global stage,” said Darbon.
“At the moment it’s not profitable. We treat it as an investment into the game, but an absolutely critical investment. We think it’s incredibly important to provide a platform for the best athletes to perform, and we believe that translates into our ability to inspire and excite millions of young people to pick up a club all around the world. So we’ll continue to make that investment. We’re looking to enhance it.
“We’re very focused on the things that flow from that, providing audience growth, providing participation programmes, and that will remain the case,” said Darbon.
• The 50th AIG Women’s Open takes place at Royal Lytham & St Anne’s from July 30 to August 2. For full ticket, hospitality and event information, visit aigwomensopen.com.
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