The US Open, considered the biggest championship in women’s golf, arrives at a pivotal moment for the sport. Britain’s Charley Hull is paired with world number one Nelly Korda for the first two rounds of the tournament, which features a record-equalling prize fund of $12 million. Despite increasing prize money for marquee events, women’s golf has experienced a period of stagnation, especially as other women’s sports continue to thrive. Many analysts believe the game is now at a crucial turning point.
This sense of urgency is reflected in the recent appointment of Craig Kessler as the new LPGA Tour commissioner. A 39-year-old executive formerly with the PGA of America, Kessler is stepping into the role with a clear mandate to rejuvenate the women’s game. Although he officially begins in mid-July, he is already engaging with top players and stakeholders. Former US Solheim Cup captain Stacy Lewis has likened him to “a young Mike Whan,” referencing the successful former LPGA commissioner who oversaw a significant growth period in the sport.
Whan, now head of the United States Golf Association (which runs the US Open), is widely credited for the LPGA’s previous surge in popularity. His influence is still felt, as shown by the strategic grouping of top names like Korda, Hull, and Lexi Thompson for maximum TV exposure. This lineup highlights an effort to boost the event’s global appeal and viewer ratings, reflecting the commercial pressures on the sport to remain relevant and visible.
Although Hull is currently ranked 17th in the world and hasn’t secured a top-10 finish since March, and Thompson is nearing retirement, both are still prominent figures in women’s golf. Their strong social media presence and wide fan followings make them valuable for promotional purposes. Their star power, rather than recent form, justifies their pairing with Korda at a prime viewing slot, underlining the LPGA’s push to market personalities as much as performance.
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