The 2025 US Women’s Open, offering a record-equalling $12 million prize purse, comes at a pivotal moment for women’s professional golf. This year’s edition, hosted at Erin Hills in Wisconsin, is not only the biggest championship in women’s golf but also serves as a litmus test for the current state and future direction of the LPGA Tour.
Among the standout pairings, world number one Nelly Korda is grouped with Britain’s Charley Hull and veteran Lexi Thompson for the opening rounds. Though Hull ranks 17th in the world and has not secured a top-10 finish since March, and Thompson is semi-retired, the grouping reflects broader strategic priorities. It is designed to maximize television ratings and showcase familiar personalities who resonate with fans on and off the course. These players maintain strong social media followings and visibility, crucial assets for a tour striving to stay relevant in a competitive sports landscape.
Behind the scenes, the LPGA faces significant challenges. Craig Kessler, a 39-year-old executive transitioning from the PGA of America, is set to assume the role of LPGA commissioner in mid-July, succeeding Mollie Marcoux Samaan. Though not yet officially in office, Kessler has already begun engaging with players and tour stakeholders. His appointment is seen as a high-stakes move to reinvigorate the tour’s image and operations.
Kessler’s leadership arrives at a time when women’s sports globally are experiencing unprecedented growth. Leagues in football and basketball have expanded in popularity and commercial success, often eclipsing the visibility and marketability of women’s golf. Despite the increase in prize money for LPGA majors and marquee events, the tour’s overall momentum has been perceived as stagnant.
Kessler faces a heavy agenda. His early remarks underscore a strategic focus on trust-building among players, sponsors, fans, and internal stakeholders. Drawing comparisons to former LPGA commissioner Mike Whan, who led the organization through a decade of significant growth, Kessler is expected to embrace a similarly dynamic approach. Whan’s tenure saw prize funds nearly double, and his current position as CEO of the United States Golf Association further ties him to the direction of the women’s game.
Several operational and reputational setbacks have hampered the LPGA in recent years. One high-profile incident involved a no-show by players at a critical sponsor dinner, resulting in public criticism from CME Group’s CEO Terry Duffy. Additionally, an anticipated merger with the Ladies European Tour (LET) collapsed, while the LET pursued closer partnerships with Saudi Arabia-backed events such as the Aramco Team Series. Logistics issues at last year’s Solheim Cup also attracted negative attention, particularly the failure of the park-and-ride system, which led to visibly empty stands at the event’s start.
There have also been financial concerns. LPGA players were recently notified that South Korean broadcast partners had not met financial commitments for 2024 and 2025. This revelation followed the departure of Matt Chmura, the tour’s chief marketing and communications officer, after just one year. These developments contributed to mounting pressure on Samaan, who stepped down as commissioner at the end of the previous year. According to LPGA board member Mel Reid, players had become increasingly dissatisfied with the tour’s direction and leadership.
Observers believe that Kessler’s immediate challenge is to restore the LPGA’s credibility with sponsors and reestablish it as a viable commercial platform. Tour insiders and former major winners stress the importance of re-engaging both corporate partners and the fanbase. The message is clear: the LPGA must again be seen as a top-tier sporting entity worthy of attention and investment.
The importance of visibility is central to Kessler’s vision. His strategy involves more than just enhancing TV coverage; it includes leveraging digital platforms and community outreach to elevate the tour’s presence and impact. The LPGA’s 75th anniversary provides a symbolic backdrop for this potential transformation.
The situation is also a reminder of past eras when players like Annika Sorenstam and Michelle Wie stood shoulder to shoulder with global sporting icons. Today, athletes like Caitlin Clark in basketball and stars in women’s football attract large audiences and headlines, suggesting that golf risks losing ground in the race for public attention.
Nelly Korda’s dominant run and Lydia Ko’s achievements, including Olympic gold and major titles, have provided recent high points. However, questions remain about whether these moments were fully capitalized on by tour leadership and marketing teams.
The competitive stage at Erin Hills promises to be demanding. Designed to challenge long hitters and accurate shotmakers alike, the course hosted the men’s US Open in 2017 and is known for its complexity and toughness. Korda remarked on the difficulty, noting that players must remain focused until the ball comes to a stop, reinforcing the course’s unforgiving nature.
Charley Hull enters the tournament as the top British contender, despite recent struggles in major championships. She missed four consecutive major cuts since tying for second at the 2023 US Women’s Open. However, her status as one of the more marketable faces in the game ensures she remains in the spotlight.
The defending champion, Yuka Saso of Japan, will look to replicate her success and fend off competition in a field that blends experienced veterans with emerging talents. With a $2.4 million prize awaiting the winner, the stakes are high for players and the tour itself.
As play unfolds, attention will focus not only on the leaderboard but also on the broader implications for the LPGA. The US Women’s Open represents both a competitive battleground and a platform for storytelling, branding, and fan engagement. Kessler’s future success may hinge on how effectively the tour leverages moments like this.
The 2025 edition of the US Women’s Open is more than a major—it is a reflection of where women’s golf stands and where it aims to go. With the eyes of the sporting world on Erin Hills, the LPGA has a crucial opportunity to reaffirm its place in the global sports conversation.