When Allisen Corpuz, a second-year L.P.G.A. player, sank her final putt on the 18th hole at Pebble Beach Golf Links, she not only clinched the United States Women’s Open title but also secured a $2 million first-place check. This astronomical prize money far outweighed the total winnings of Annika Sorenstam, who won three U.S. Women’s Open victories combined.
Despite losing ProMedica as the presenting sponsor, the United States Golf Association decided to increase the total prize purse by $1 million to $11 million this year. This shift aligns with the growing trend in women’s professional golf to attract more sponsors for both tournaments and individual golfers. In recent years, tournament purses have risen, new sponsors have shown interest in golfers, and even mid-career players have reaped the benefits.
L.P.G.A. Commissioner Mollie Marcoux Samaan believes that increasing purses benefits everyone involved. The L.P.G.A. has been steadily increasing prize money for players across the entire tour ranking. This year, the total purse for 36 official events exceeded $100 million. A decade ago, that number stood at $49 million, and it was around $70 million in 2021.
Last year, 27 L.P.G.A. players earned $1 million or more in prize money, up from 15 the previous year. However, these figures still pale in comparison to the men’s PGA Tour, where 126 players earned over $1 million in prize money in 2020. Nevertheless, the L.P.G.A. has managed to improve earnings for players across the ranking. From 2021 to 2022, the top-ranked player earned 22% more, while the 50th ranked player saw a 44% increase. Additionally, the 100th ranked player received a 30% raise, jumping from $128,000 to $167,000.
Despite the lucrative earnings at the top, golf sets itself apart from other sports as many players in each tournament do not make the cut and, therefore, receive no payment for their efforts. To address this issue, the L.P.G.A. is looking to sponsors for support, not just in growing purses, but also in helping cover expenses. Some sponsors already include payments for players who miss the cut, while others offer stipends or travel bonuses to cover basic costs. However, the L.P.G.A. acknowledges that not all sponsors provide these benefits.
Increasing interest and financial support in women’s golf can also be attributed to companies seeking to sponsor both male and female players. While PGA Tour journeyman players have rarely struggled to find sponsors, women golfers, even those just below the elite level, often face sponsorship challenges. However, many companies are now prioritizing diversity, equity, and inclusion initiatives, which involves sponsoring female players. KPMG, for example, led the way by continuing to pay Stacy Lewis during her sponsorship contract when she had her daughter in 2018.
Previously, golfers had to fulfill certain event requirements to receive full sponsorship dollars. However, KPMG decided to support Lewis as it would support any employee on family leave. This approach has been adopted by many other sponsors as well. Aon, for instance, now offers equal prize money to men and women for its Aon Risk Reward Challenge, which assesses a player’s overall score on a difficult hole each week.
Lower-ranked players are also benefiting from increased sponsorship opportunities. Lizette Salas, ranked 80th in the world and in her 12th year as a professional, has witnessed a significant shift in sponsorship conversations over the years. In the beginning, these conversations were brief, with Salas having to pitch herself. However, as investments in women’s golf have grown, the conversations have become more personal, allowing players like Salas to build closer relationships with sponsors. Salas applauds the companies she’s sponsored by for demonstrating commitment to diversity and inclusion, a cause she deeply supports.
Smaller companies are also joining the effort to support L.P.G.A. players. Cozen O’Connor, a law firm in Philadelphia, has been sponsoring PGA Tour players for several years and recently expanded their support to include Ally Ewing, the 2016 L.P.G.A. Rookie of the Year. This move reflects their branding strategy to promote inclusivity and represent their clients.
Law firms, insurance companies, and financial service companies have historically found a natural fit in sponsoring L.P.G.A. players due to their ties to golf as a form of entertainment and marketing. Additionally, social media presence has become a significant factor in securing sponsors. Players like Charley Hull, who made a strong impression at the U.S. Women’s Open, have attracted various sponsors, including traditional golf brands and non-golf-related companies. This shift has allowed players to align themselves with sponsors that match their personal values and interests.
At the top level, players with star power have more negotiating power when it comes to sponsorship deals. Jessica Korda, for example, became the first female player to sign an exclusive apparel deal with FootJoy, a testament to her ability to transcend the sport. Korda emphasizes the importance of sponsors, especially during the early stages of a player’s career when expenses, such as healthcare, can be quite high. She is hopeful that the changing sponsorship landscape will provide new players with the comfort to focus on their game rather than worrying about financial concerns and allow them to align with brands they genuinely enjoy.
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